GLOSSARY

Organic Installs

Organic installs refer to app downloads that occur without direct efforts from marketers through paid or owned media campaigns. These installs are often the result of activities like search engine optimization, app store optimization, or word-of-mouth. While these activities may incur associated costs, they are not considered paid advertising. Organic installs are crucial for app developers as organic users tend to be more engaged and have higher app retention rates.

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