What is a non-organic install?

Non-organic install (NOI) refers to an app install that comes from a specific marketing source.

NOI occurs when users install an app after seeing a marketing campaign, either through paid media (advertisements) or owned media (your own channels, like your website or social media). 

The goal of non-organic install (NOI) campaigns is to drive app installs by encouraging users to click on ads. This improves the app's visibility in app store rankings, which ultimately leads to more organic installs.

Non-organic install vs. Organic install

The main difference between organic installs and non-organic installs (NOIs) is that organic installs occur when users find and install the app on their own, without any influence from advertising. 

For example:

• An organic install is when the user finds the app through an app store’s search or a recommendation from a friend, without clicking on any ads or tracked links.
• A non-organic install happens when a user installs the app after interacting with a marketing effort, like clicking on an ad or a tracked link, often involving a reward from the company.

Marketers should balance their efforts between organic and non-organic user acquisition, focus on getting high-quality installs, and constantly improve their strategies based on data insights.

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