What are Organic Installs?
An organic install is an app download that happens without the direct influence of an app marketer via some sort of owned or paid media campaign.
In other words, organic installs happen when users discover apps on their own.
What is Considered App Organic Installs?
If a user downloads an app after hearing about it from a friend, it counts as an organic install. If a user downloads an app after browsing an app store, it counts as an organic install.
Organic installs are important because they tend to produce high-value users. Why? Because those who download apps on their own often see the intrinsic value of the app in question. As such, these users are usually more committed than their non-organic counterparts.
Unfortunately, organic installs are extremely hard to generate in this day and age—mostly because there are so many apps in the Apple App and Google Play stores.