{"id":201,"count":0,"description":"","link":"https:\/\/tenjin.com\/ja\/glossary\/organic-install\/","name":"\u30aa\u30fc\u30ac\u30cb\u30c3\u30af\u30a4\u30f3\u30b9\u30c8\u30fc\u30eb","slug":"organic-install","taxonomy":"glossaries","parent":0,"meta":{"status":["1","1"],"order":["0","0"],"glossary_term_description":["<div style=\"border: 1px solid #e5e5e5;padding: 16px;border-radius: 8px;background: #fafafa\">\r\n\r\n<b>Definition:<\/b>\r\n\r\n<span style=\"font-weight: 400\">An organic install is when a user downloads and installs an app without having interacted with any paid advertisement. The user found the app on their own, through unpaid channels like app store search, word of mouth, social sharing, or editorial placements.<\/span>\r\n\r\n<\/div>\r\n&nbsp;\r\n<h2><strong>What is an Organic Install?<\/strong><\/h2>\r\n<span style=\"font-weight: 400\">Not every install comes from a campaign. Organic installs are the ones that happen without any paid push behind them. They are users who discovered your app on their own and decided to download it.<\/span>\r\n\r\n<span style=\"font-weight: 400\">These users might have found your app by searching the app store directly, seen a friend recommend it, stumbled across a press mention, or spotted it in an editorial feature. Whatever the path, no ad spend was involved in getting them there.<\/span>\r\n\r\n<span style=\"font-weight: 400\">That distinction matters. Organic installs represent genuine, unprompted interest in your app. They are a signal that your product has real discoverability and that people are actively seeking out what you offer.<\/span>\r\n<h2><strong>How Do Organic Installs Happen?<\/strong><\/h2>\r\n<span style=\"font-weight: 400\">Organic installs come through a variety of unpaid channels:<\/span>\r\n<ul>\r\n \t<li style=\"font-weight: 400\"><b>App store search (ASO):<\/b><span style=\"font-weight: 400\"> Users searching for apps in the App Store or Google Play and finding yours through relevant keywords and store optimization<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><b>Word of mouth:<\/b><span style=\"font-weight: 400\"> Existing users recommending your app to friends, family, or colleagues<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><b>Social sharing:<\/b><span style=\"font-weight: 400\"> Users sharing your app organically on social media without paid promotion<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><b>Editorial placements:<\/b><span style=\"font-weight: 400\"> App store features, \"best of\" lists, or press coverage that drives discovery<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><b>Brand recognition:<\/b><span style=\"font-weight: 400\"> Users who have encountered your brand elsewhere and seek out the app directly<\/span><\/li>\r\n<\/ul>\r\n<span style=\"font-weight: 400\">Each of these channels reflects a different kind of organic demand, and understanding which ones are driving your installs helps you invest in the right growth levers.<\/span>\r\n<h2><strong>Why Organic Installs Matter<\/strong><\/h2>\r\n<span style=\"font-weight: 400\">Organic installs are often considered a marker of app health. A steady or growing organic install rate suggests your app has strong discoverability, a good reputation, and real product market fit.<\/span>\r\n\r\n<span style=\"font-weight: 400\">There are a few reasons mobile marketers pay close attention to organic numbers:<\/span>\r\n<h4><b>They Reflect Genuine User Intent\u00a0<\/b><\/h4>\r\n<span style=\"font-weight: 400\">Users who find your app on their own are typically more motivated. They were looking for something your app provides, which often translates into stronger retention and higher lifetime value compared to users acquired through broad paid campaigns.<\/span>\r\n<h4><b>They Reduce Pressure on Your UA Budget\u00a0<\/b><\/h4>\r\n<span style=\"font-weight: 400\">Every organic install is one you did not have to pay for. A healthy organic baseline means your paid campaigns are supplementing real demand rather than carrying the entire load.<\/span>\r\n<h4><b>They Signal Brand and Product Strength\u00a0<\/b><\/h4>\r\n<span style=\"font-weight: 400\">Growth in organic installs over time is often a sign that your brand recognition is building, your ASO is working, or your existing users are actively recommending your app. This kind of organic uplift is one of the more valuable outcomes of a successful marketing strategy.<\/span>\r\n<h2><strong>Organic Installs vs. Paid Installs<\/strong><\/h2>\r\n<span style=\"font-weight: 400\">Understanding the balance between organic and paid installs gives you a clearer picture of your overall growth efficiency.<\/span>\r\n<table>\r\n<tbody>\r\n<tr>\r\n<td><\/td>\r\n<td><b>Organic Installs<\/b><\/td>\r\n<td><b>Paid Installs<\/b><\/td>\r\n<\/tr>\r\n<tr>\r\n<td><strong>Acquisition cost<\/strong><\/td>\r\n<td><span style=\"font-weight: 400\">None<\/span><\/td>\r\n<td><span style=\"font-weight: 400\">CPI or other paid model<\/span><\/td>\r\n<\/tr>\r\n<tr>\r\n<td><strong>Discovery method<\/strong><\/td>\r\n<td><span style=\"font-weight: 400\">App store search, word of mouth, press<\/span><\/td>\r\n<td><span style=\"font-weight: 400\">Paid ads across networks<\/span><\/td>\r\n<\/tr>\r\n<tr>\r\n<td><strong>User intent<\/strong><\/td>\r\n<td><span style=\"font-weight: 400\">High, actively sought the app<\/span><\/td>\r\n<td><span style=\"font-weight: 400\">Variable, depends on targeting<\/span><\/td>\r\n<\/tr>\r\n<tr>\r\n<td><strong>Attribution<\/strong><\/td>\r\n<td><span style=\"font-weight: 400\">No ad network click or impression<\/span><\/td>\r\n<td><span style=\"font-weight: 400\">Attributed to a campaign source<\/span><\/td>\r\n<\/tr>\r\n<tr>\r\n<td><strong>Retention tendency<\/strong><\/td>\r\n<td><span style=\"font-weight: 400\">Often stronger<\/span><\/td>\r\n<td><span style=\"font-weight: 400\">Varies by channel and creative<\/span><\/td>\r\n<\/tr>\r\n<\/tbody>\r\n<\/table>\r\n<span style=\"font-weight: 400\">Neither type is inherently better than the other. The healthiest apps tend to have a strong mix of both, with paid campaigns driving growth and organic installs reflecting the compounding value of that investment over time.<\/span>\r\n<h2><strong>How Organic Installs Are Classified in Tenjin<\/strong><\/h2>\r\n<span style=\"font-weight: 400\">In Tenjin, an install is classified as organic when it cannot be attributed to any ad network within the attribution window. In other words, if there is no recorded click or impression tied to that install before it happened, it goes into the organic bucket.<\/span>\r\n\r\n<span style=\"font-weight: 400\">Organic traffic is reported separately from attributed installs and is visible under the organic channel in Tenjin's dashboards and reporting tools. This clean separation means you always have an accurate read on how much of your growth is coming from paid activity versus natural discovery.<\/span>\r\n\r\n<span style=\"font-weight: 400\">Keeping organic and paid installs clearly separated also protects the integrity of your attribution data. Without that separation, organic installs could inadvertently inflate the performance metrics of paid campaigns, leading to misguided optimization decisions.<\/span>\r\n<h2><strong>Organic Uplift<\/strong><\/h2>\r\n<span style=\"font-weight: 400\">One concept worth knowing is organic uplift, which refers to the increase in organic installs that often follows a strong paid campaign. When your paid activity raises brand awareness or improves your app store ranking, it can trigger a secondary wave of organic discovery from users who weren't directly targeted by the campaign.<\/span>\r\n\r\n<span style=\"font-weight: 400\">Measuring organic uplift helps you understand the full value of your paid campaigns, including the organic growth they indirectly generate.<\/span>\r\n\r\n<hr \/>\r\n\r\n<h2><b>Related Terms<\/b><\/h2>\r\n<ul>\r\n \t<li><a href=\"https:\/\/tenjin.com\/glossary\/tracked-installs\/\">Tracked Install<\/a><\/li>\r\n \t<li><a href=\"https:\/\/tenjin.com\/glossary\/cost-per-install-cpi\/\">Cost per Install (CPI)<\/a><\/li>\r\n \t<li><a href=\"https:\/\/tenjin.com\/glossary\/app-store-optimization-aso\/\">App Store Optimization (ASO)<\/a><\/li>\r\n \t<li><a href=\"https:\/\/tenjin.com\/glossary\/attribution\/\">Attribution<\/a><\/li>\r\n \t<li><a href=\"https:\/\/tenjin.com\/glossary\/attribution-window\/\">Attribution Window<\/a><\/li>\r\n \t<li><a href=\"https:\/\/tenjin.com\/glossary\/lifetime-value-ltv\/\">Lifetime Value (LTV)<\/a><\/li>\r\n \t<li><a href=\"https:\/\/tenjin.com\/glossary\/reported-installs\/\">Reported Installs<\/a><\/li>\r\n \t<li><a href=\"https:\/\/tenjin.com\/glossary\/cost-per-tracked-install-tcpi\/\">Tracked Cost Per Install (tCPI)<\/a><\/li>\r\n<\/ul>\r\n<!-- \/wp:paragraph -->"]},"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Organic Install: What It Is and Why It Matters for Apps | Tenjin Glossary<\/title>\n<meta name=\"description\" content=\"An organic install happens when a user downloads your app without interacting with a paid ad. 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The user found the app on their own, through unpaid channels like app store search, word of mouth, social sharing, or editorial placements.<\/span>\r\n\r\n<\/div>\r\n&nbsp;\r\n<h2><strong>What is an Organic Install?<\/strong><\/h2>\r\n<span style=\"font-weight: 400\">Not every install comes from a campaign. Organic installs are the ones that happen without any paid push behind them. They are users who discovered your app on their own and decided to download it.<\/span>\r\n\r\n<span style=\"font-weight: 400\">These users might have found your app by searching the app store directly, seen a friend recommend it, stumbled across a press mention, or spotted it in an editorial feature. Whatever the path, no ad spend was involved in getting them there.<\/span>\r\n\r\n<span style=\"font-weight: 400\">That distinction matters. Organic installs represent genuine, unprompted interest in your app. They are a signal that your product has real discoverability and that people are actively seeking out what you offer.<\/span>\r\n<h2><strong>How Do Organic Installs Happen?<\/strong><\/h2>\r\n<span style=\"font-weight: 400\">Organic installs come through a variety of unpaid channels:<\/span>\r\n<ul>\r\n \t<li style=\"font-weight: 400\"><b>App store search (ASO):<\/b><span style=\"font-weight: 400\"> Users searching for apps in the App Store or Google Play and finding yours through relevant keywords and store optimization<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><b>Word of mouth:<\/b><span style=\"font-weight: 400\"> Existing users recommending your app to friends, family, or colleagues<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><b>Social sharing:<\/b><span style=\"font-weight: 400\"> Users sharing your app organically on social media without paid promotion<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><b>Editorial placements:<\/b><span style=\"font-weight: 400\"> App store features, \"best of\" lists, or press coverage that drives discovery<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><b>Brand recognition:<\/b><span style=\"font-weight: 400\"> Users who have encountered your brand elsewhere and seek out the app directly<\/span><\/li>\r\n<\/ul>\r\n<span style=\"font-weight: 400\">Each of these channels reflects a different kind of organic demand, and understanding which ones are driving your installs helps you invest in the right growth levers.<\/span>\r\n<h2><strong>Why Organic Installs Matter<\/strong><\/h2>\r\n<span style=\"font-weight: 400\">Organic installs are often considered a marker of app health. A steady or growing organic install rate suggests your app has strong discoverability, a good reputation, and real product market fit.<\/span>\r\n\r\n<span style=\"font-weight: 400\">There are a few reasons mobile marketers pay close attention to organic numbers:<\/span>\r\n<h4><b>They Reflect Genuine User Intent\u00a0<\/b><\/h4>\r\n<span style=\"font-weight: 400\">Users who find your app on their own are typically more motivated. They were looking for something your app provides, which often translates into stronger retention and higher lifetime value compared to users acquired through broad paid campaigns.<\/span>\r\n<h4><b>They Reduce Pressure on Your UA Budget\u00a0<\/b><\/h4>\r\n<span style=\"font-weight: 400\">Every organic install is one you did not have to pay for. A healthy organic baseline means your paid campaigns are supplementing real demand rather than carrying the entire load.<\/span>\r\n<h4><b>They Signal Brand and Product Strength\u00a0<\/b><\/h4>\r\n<span style=\"font-weight: 400\">Growth in organic installs over time is often a sign that your brand recognition is building, your ASO is working, or your existing users are actively recommending your app. This kind of organic uplift is one of the more valuable outcomes of a successful marketing strategy.<\/span>\r\n<h2><strong>Organic Installs vs. Paid Installs<\/strong><\/h2>\r\n<span style=\"font-weight: 400\">Understanding the balance between organic and paid installs gives you a clearer picture of your overall growth efficiency.<\/span>\r\n<table>\r\n<tbody>\r\n<tr>\r\n<td><\/td>\r\n<td><b>Organic Installs<\/b><\/td>\r\n<td><b>Paid Installs<\/b><\/td>\r\n<\/tr>\r\n<tr>\r\n<td><strong>Acquisition cost<\/strong><\/td>\r\n<td><span style=\"font-weight: 400\">None<\/span><\/td>\r\n<td><span style=\"font-weight: 400\">CPI or other paid model<\/span><\/td>\r\n<\/tr>\r\n<tr>\r\n<td><strong>Discovery method<\/strong><\/td>\r\n<td><span style=\"font-weight: 400\">App store search, word of mouth, press<\/span><\/td>\r\n<td><span style=\"font-weight: 400\">Paid ads across networks<\/span><\/td>\r\n<\/tr>\r\n<tr>\r\n<td><strong>User intent<\/strong><\/td>\r\n<td><span style=\"font-weight: 400\">High, actively sought the app<\/span><\/td>\r\n<td><span style=\"font-weight: 400\">Variable, depends on targeting<\/span><\/td>\r\n<\/tr>\r\n<tr>\r\n<td><strong>Attribution<\/strong><\/td>\r\n<td><span style=\"font-weight: 400\">No ad network click or impression<\/span><\/td>\r\n<td><span style=\"font-weight: 400\">Attributed to a campaign source<\/span><\/td>\r\n<\/tr>\r\n<tr>\r\n<td><strong>Retention tendency<\/strong><\/td>\r\n<td><span style=\"font-weight: 400\">Often stronger<\/span><\/td>\r\n<td><span style=\"font-weight: 400\">Varies by channel and creative<\/span><\/td>\r\n<\/tr>\r\n<\/tbody>\r\n<\/table>\r\n<span style=\"font-weight: 400\">Neither type is inherently better than the other. The healthiest apps tend to have a strong mix of both, with paid campaigns driving growth and organic installs reflecting the compounding value of that investment over time.<\/span>\r\n<h2><strong>How Organic Installs Are Classified in Tenjin<\/strong><\/h2>\r\n<span style=\"font-weight: 400\">In Tenjin, an install is classified as organic when it cannot be attributed to any ad network within the attribution window. In other words, if there is no recorded click or impression tied to that install before it happened, it goes into the organic bucket.<\/span>\r\n\r\n<span style=\"font-weight: 400\">Organic traffic is reported separately from attributed installs and is visible under the organic channel in Tenjin's dashboards and reporting tools. This clean separation means you always have an accurate read on how much of your growth is coming from paid activity versus natural discovery.<\/span>\r\n\r\n<span style=\"font-weight: 400\">Keeping organic and paid installs clearly separated also protects the integrity of your attribution data. Without that separation, organic installs could inadvertently inflate the performance metrics of paid campaigns, leading to misguided optimization decisions.<\/span>\r\n<h2><strong>Organic Uplift<\/strong><\/h2>\r\n<span style=\"font-weight: 400\">One concept worth knowing is organic uplift, which refers to the increase in organic installs that often follows a strong paid campaign. When your paid activity raises brand awareness or improves your app store ranking, it can trigger a secondary wave of organic discovery from users who weren't directly targeted by the campaign.<\/span>\r\n\r\n<span style=\"font-weight: 400\">Measuring organic uplift helps you understand the full value of your paid campaigns, including the organic growth they indirectly generate.<\/span>\r\n\r\n<hr \/>\r\n\r\n<h2><b>Related Terms<\/b><\/h2>\r\n<ul>\r\n \t<li><a href=\"https:\/\/tenjin.com\/glossary\/tracked-installs\/\">Tracked Install<\/a><\/li>\r\n \t<li><a href=\"https:\/\/tenjin.com\/glossary\/cost-per-install-cpi\/\">Cost per Install (CPI)<\/a><\/li>\r\n \t<li><a href=\"https:\/\/tenjin.com\/glossary\/app-store-optimization-aso\/\">App Store Optimization (ASO)<\/a><\/li>\r\n \t<li><a href=\"https:\/\/tenjin.com\/glossary\/attribution\/\">Attribution<\/a><\/li>\r\n \t<li><a href=\"https:\/\/tenjin.com\/glossary\/attribution-window\/\">Attribution Window<\/a><\/li>\r\n \t<li><a href=\"https:\/\/tenjin.com\/glossary\/lifetime-value-ltv\/\">Lifetime Value (LTV)<\/a><\/li>\r\n \t<li><a href=\"https:\/\/tenjin.com\/glossary\/reported-installs\/\">Reported Installs<\/a><\/li>\r\n \t<li><a href=\"https:\/\/tenjin.com\/glossary\/cost-per-tracked-install-tcpi\/\">Tracked Cost Per Install (tCPI)<\/a><\/li>\r\n<\/ul>\r\n<!-- \/wp:paragraph -->","_links":{"self":[{"href":"https:\/\/tenjin.com\/ja\/wp-json\/wp\/v2\/glossaries\/201","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/tenjin.com\/ja\/wp-json\/wp\/v2\/glossaries"}],"about":[{"href":"https:\/\/tenjin.com\/ja\/wp-json\/wp\/v2\/taxonomies\/glossaries"}],"wp:post_type":[{"href":"https:\/\/tenjin.com\/ja\/wp-json\/wp\/v2\/docs?glossaries=201"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}