Non-Organic Install (NOI) | AppsFlyer

Non-Organic Install (NOI)

The Users You Get from Marketing Activity

Non-organic installs are downloads that happen as a result of any type of marketing activity — paid or owned. “Paid” means a paid ad campaign that leads new users to download an app after they’ve viewed or clicked on an ad. Owned campaigns include email, SMS and QR codes. Like with paid campaigns, the user is lead to download an app after a viewing, clicking or scanning (in the case of a QR code).

Year after year, non-organic activity has been on the rise while the share of organic installs is dropping. With more than 3 million apps in the Apple App Store and over 3.5 million apps in Google Play, an app’s chances of being discovered resemble the odds of winning the lottery.

More and more marketers are increasing ad spend based on a solid foundation of data insights and analytics. As a result, non-organic traffic has increased in quality and has become a goal in its own right; no longer a means to drive organic traffic. With the use of accurate data, non-organic can deliver scale, control and quality.

Still, organic installs provide the best quality users, help reduce the effective cost per install (eCPI), and increase profit. Ultimately, apps need both non-organic and organic traffic to reach their objectives.

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