App Installs and Uninstalls

Mobile app marketers typically classify app downloads into two categories: those obtained through paid sources and those obtained organically. Organic installs occur when users come across the app through various non-paid channels, such as search engine optimization (SEO), app store optimization (ASO), or word-of-mouth recommendations.

Paid installs, also known as non-organic installs (NOI), occur when a user downloads and installs an app after being exposed to a marketing campaign. These campaigns can take various forms of advertising, such as social media ads, display ads, video ads, or search ads, and are part of user acquisition efforts on paid and owned media.

CPI stands for Cost Per Install, meaning the cost that an advertiser pays each time a user installs their mobile app after clicking on an ad. CPI is a performance-based pricing model, which means that the advertiser only pays for results that directly contribute to their business goals, such as app installations. This pricing model is particularly popular among mobile app developers who want to promote their apps and acquire new users.

User acquisition refers to the strategies and activities used to attract new users to a mobile app or platform. It encompasses paid advertising, organic discovery, and referral programs working together to drive installs and grow an engaged user base.

App retention refers to the capacity of an application to sustain users' engagement and activity for a specified duration after they have downloaded and installed it on their devices. It gauges the proportion of users who revisit the app after their initial download and reuse it. Essentially, app retention is an indicator of user loyalty and demonstrates the app's ability to deliver a positive user experience and satisfy user requirements over time. Retention rates are typically measured on Day 1, Day 7, and Day 30. High app retention rates are critical for the success of an app because they suggest that users perceive value in the app and are inclined to continue using it in the future.