User acquisition and engagement managers often pay close attention to their organic multiplier. The organic multiplier is the number of new organic installs for each paid install. Over the past two years, the organic multiplier has dropped precipitously. Despite this trend, organic lift is still an important metric for many app marketers and can have a strong impact on an app’s average user LTV, while reducing the eCPI and can be a key component in turning the positive ROI corner.