Overview:
Learn what makes an app install “organic” or “non-organic” in Apptrove, how we categorize them, and why the distinction is important for your attribution, analytics, and campaign effectiveness.
What Are Organic & Non-Organic Installs
Organic Installs
These are installs that occur without being driven by any tracked marketing campaign or known advertising source. Examples include:
A user discovering your app via an app store search, browsing featured sections, or directly exploring categories.
Someone reaching your app via referrals or word-of-mouth, without clicking on an ad.
Installs where attribution data is missing due to privacy restrictions or other limitations.
Non-Organic Installs
Installs that are attributed to a marketing or advertising source. Some instances are:
When a user clicks on a campaign link or sees an ad (from a known partner) and then installs the app.
Installs coming from paid advertising, influencer campaigns, or owned media channels when those channels are tracked.
Cases where there is sufficient attribution information (click / link / campaign ID etc.) so that Apptrove can tie the install back to a known source.
How Apptrove Determines Organic vs Non-Organic
Apptrove uses specific attribution logic and data criteria to classify installs. Below is how it works:
Condition | Classification |
Install originates via a known campaign link, ad click, or partner network recognized by Apptrove | Non-Organic |
No link, click, or identifiable media source associated with the install | Organic |
Install has a matching click or event within Apptrove’s attribution window | Non-Organic |
Attribution data is unavailable or falls outside the allowed window | Organic |
Attribution Window
Apptrove uses a defined timeframe (the attribution window). If an ad-click or source interaction occurs and the install happens within that timeframe, the install can be attributed to that source (non-organic). If outside that window, Apptrove marks the install as organic.
Matching Hierarchy
If multiple possible media sources or ad clicks exist, Apptrove applies its rules (e.g. last-valid click) to determine which gets credit.
If a source is untraceable or data is missing (due to privacy policy, blocked tracking, or user opt-outs), Apptrove treats the install as organic.
Only one source is credited per install when a source is identifiable.
Why It Matters
Understanding and correctly classifying installs as organic or non-organic is important for several reasons:
Accurate Attribution & Measurement: If installs are mis‐classified, your metrics (Cost Per Install, Return on Ad Spend, etc.) will be skewed, giving you misleading performance data.
Budget & Channel Optimization: Knowing which channels drive non-organic installs helps you allocate marketing spend more effectively.
User Lifetime Value (LTV) & Retention Insights: Organic users often show different behavior than non-organic ones — for example, higher retention or longer engagement. Tracking them separately helps optimize product and marketing strategies.
Growth Strategy & Brand Health: Healthy organic installs indicate good app store presence, brand relevance, and product discovery. Relying too much on non-organic could lead to rising costs and less sustainable growth.
Handling Privacy & Attribution Limitations: With growing privacy restrictions (in OS vs browsers etc.), some installs may lack attribution. Recognizing this helps you interpret your data more intelligently, and possibly adjust strategy accordingly.
Use Cases / Examples
Campaign Attribution Check
You run a paid ad campaign. A user clicks an ad, then installs within the attribution window. This is a non-organic install. But if another user sees the same ad but only installs after the attribution window expired, Apptrove may mark that one as organic.Organic Growth Measurement
After improving your app store listing (better app name, screenshots, description, keywords), you might see more installs coming in from store searches. These are organic. Tracking their growth separately helps assess the impact of your App Store Optimization (ASO) efforts.Privacy or Tracking Loss Scenarios
A user clicks on a campaign link but has ad tracking disabled, or the tracking link is blocked. Apptrove can’t match the click to the install, so the install becomes organic even though the user was exposed to marketing.
Common Misconceptions & Edge Cases
Misconception: “Organic = No exposure to ads at all.”
Even if a user saw an ad, if the install happens after Apptrove’s attribution window or tracking fails, it may still count as organic.Misconception: “All non-organic users are low quality.”
Quality depends on many factors: campaign targeting, creatives, user intent. Some non-organic users perform very well. It’s not the source alone that defines quality.Edge Case: Delayed Install
Sometimes users click on a campaign, then wait days/weeks to install. If this is outside the attribution window, classification reverts to organic.Edge Case: Attribution Conflict
If multiple ad clicks or sources are involved, Apptrove uses priority rules. Only one source gets credit. This can lead to disputes when comparing to other tools.
Contact Support
If you have questions about how Apptrove classifies installs, or believe there’s mis-attribution in your reports, please reach out to Apptrove Support at support@apptrove.com (or via the in-app/console support channel).