A non-organic install (NOI) refers to the installation of a mobile app that is not obtained through organic means. In the context of app marketing, organic installs are those that occur naturally, without any specific marketing efforts or paid promotions. Conversely, non-organic installs are driven by targeted marketing campaigns, paid advertising, or other methods aimed at acquiring users. 

Some key points 

  1. Paid Acquisition: NOI typically involves paid acquisition methods, where app developers or marketers invest in advertising campaigns to attract users and drive app installations. These campaigns may include various channels such as mobile ad networks, social media advertising, influencer marketing, or search engine marketing. 
  2. Attribution Tracking: Attribution tracking plays a crucial role in identifying NOIs. App developers and marketers utilize tracking mechanisms and attribution platforms to attribute app installations to specific marketing sources, campaigns, or advertisements. This allows them to measure the effectiveness of their non-organic acquisition efforts. 
  3. Campaign Optimization: Tracking NOIs helps app developers and marketers optimize their marketing campaigns. By analyzing the performance of different marketing channels, targeting options, and creatives, they can make data-driven decisions to improve the ROI of their non-organic acquisition efforts. 
  4. Measurement and Analytics: Non-organic installs are typically measured and analyzed alongside other key performance indicators (KPIs) and metrics, such as cost per install (CPI), conversion rates, retention rates, and revenue generated from acquired users. These metrics provide insights into the efficiency and profitability of non-organic acquisition strategies. 
  5. Complementing Organic Growth: While non-organic installs require an investment of resources, they can complement organic growth strategies by accelerating user acquisition and increasing app visibility. A well-balanced approach that combines organic and non-organic acquisition methods can help app developers reach a broader audience and drive app adoption. 
  6. Challenges and Considerations: Acquiring non-organic installs comes with challenges, such as determining the optimal marketing channels, managing advertising budgets effectively, and ensuring the quality and engagement of acquired users. It is important to carefully analyze the cost-effectiveness and long-term value of non-organic acquisition efforts. 

App developers and marketers often leverage non-organic installs as part of their overall user acquisition strategy to drive app growth and reach a larger user base. By utilizing targeted marketing campaigns and tracking NOI metrics, they can measure the impact of their marketing efforts, optimize campaign performance, and ultimately increase the user base and engagement for their mobile apps.