What Is an Organic Install and How to Get More of Them
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Contents
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Пункты навигации в мобильной версии
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Дополнительные пункты навигации в мобильной версии
Learn what organic app installs are, why they matter for your app’s long-term growth, and how to increase organic installs with proven strategies.
Not every download starts with an ad. Sometimes people simply stumble on an app—scrolling through stores, reading a comment, or getting a tip from a friend. When they decide to install it without any push, that’s an organic app install.
What an organic app install really means
An organic app install means a user found your app on their own. They didn’t come through a paid campaign, and the attribution points to an organic source such as search or browse.
Picture this: someone searches “sleep meditation” in stores, sees Calm in the top results, and hits download. That’s organic.
If the same person installs right after clicking a Facebook ad, it’s paid. But if they install days later—after the attribution window closes—it flips back to organic. Simple as that.
Picture this: someone searches “sleep meditation” in stores, sees Calm in the top results, and hits download. That’s organic.
If the same person installs right after clicking a Facebook ad, it’s paid. But if they install days later—after the attribution window closes—it flips back to organic. Simple as that.
Most organic installs come from:
- App store search and rankings
- Word-of-mouth or direct referrals
- Mentions in media or social posts
- Features by Apple or Google
Why organic installs matter
Organic users usually arrive with intent—they’ve already decided what kind of app they want. Research from Adjust and AppsFlyer consistently shows they have higher retention and lifetime value (LTV) than paid users. They explore more features, return more often, and tend to stay loyal.
Organic installs also build community around an app. Think about Spotify Wrapped or a social app like BeReal—both spread because people talk about them, not because someone keeps buying ads. When users share genuine experiences, awareness grows naturally—and credibility grows with it.
Organic installs also build community around an app. Think about Spotify Wrapped or a social app like BeReal—both spread because people talk about them, not because someone keeps buying ads. When users share genuine experiences, awareness grows naturally—and credibility grows with it.
Another reason organic installs matter is cost. Paid campaigns eat through budgets fast, while organic downloads keep adding up with minimal ongoing spend. You’ll still invest in ASO, good visuals, and user reviews, but each organic user helps reduce your blended acquisition cost.
And there’s a ranking bonus. Apps with healthy organic traffic perform better in stores. The more people download and engage without being pushed, the higher your app appears in search results. That visibility drives even more organic installs—a simple but powerful cycle.
And there’s a ranking bonus. Apps with healthy organic traffic perform better in stores. The more people download and engage without being pushed, the higher your app appears in search results. That visibility drives even more organic installs—a simple but powerful cycle.
Organic vs. non-organic installs
In mobile marketing, the difference comes down to attribution. Non-organic installs are linked to visible campaigns: ads, partnerships, influencer content. Organic installs appear when analytics tools can’t trace a specific source.
Take Vinted. The app runs paid ads on TikTok, but it also gains thousands of organic installs from users searching “resell clothes” or hearing about it online. Paid traffic fuels quick bursts of growth, while organic traffic sustains it long term.
Take Vinted. The app runs paid ads on TikTok, but it also gains thousands of organic installs from users searching “resell clothes” or hearing about it online. Paid traffic fuels quick bursts of growth, while organic traffic sustains it long term.
How to increase organic installs
Organic growth rarely happens by accident—it’s built step by step. Here’s how top-performing apps manage it.
1. App store optimization (ASO)
Keep your store listing sharp. Use high-volume keywords in the title and description, write clear copy, test visuals, and keep reviews flowing. Duolingo has mastered this—its updates and A/B tests help it stay among the top results for “learn languages.”
For a deeper look at how ASO works and how to refine your strategy, read our article.
2. Content and SEO marketing
Publish content that naturally leads people to your app: blog posts, guides, user stories, or short videos. A well-written article like “Best sleep apps for busy professionals” can send users straight to your listing before they ever see an ad.
3. Word-of-mouth and shareability
Encourage users to spread the word. Referral programs, easy sharing options, or features that people want to show off create momentum no campaign can buy.
4. Localization
Adapting your app and store listing for different languages and cultures opens the door to entirely new audiences. Localized visuals and copy show care—and that care translates into installs.
5. Balanced acquisition
Paid and organic can work together. Ads create visibility, and that exposure often triggers a second wave of organic installs from users who saw the app trending and decided to check it out later.
1. App store optimization (ASO)
Keep your store listing sharp. Use high-volume keywords in the title and description, write clear copy, test visuals, and keep reviews flowing. Duolingo has mastered this—its updates and A/B tests help it stay among the top results for “learn languages.”
For a deeper look at how ASO works and how to refine your strategy, read our article.
2. Content and SEO marketing
Publish content that naturally leads people to your app: blog posts, guides, user stories, or short videos. A well-written article like “Best sleep apps for busy professionals” can send users straight to your listing before they ever see an ad.
3. Word-of-mouth and shareability
Encourage users to spread the word. Referral programs, easy sharing options, or features that people want to show off create momentum no campaign can buy.
4. Localization
Adapting your app and store listing for different languages and cultures opens the door to entirely new audiences. Localized visuals and copy show care—and that care translates into installs.
5. Balanced acquisition
Paid and organic can work together. Ads create visibility, and that exposure often triggers a second wave of organic installs from users who saw the app trending and decided to check it out later.
How visibility turns into real installs
Organic installs take time to build, but the payoff is worth it: loyal users, lower costs, and a brand that grows on trust. You can’t buy authenticity—but you can design for it through strong ASO, clear communication, and consistency.
At LoveMobile, we help app teams strengthen their organic performance through precise textual optimization, refined keyword strategy, and creative testing.
Smarter metadata means better visibility—and more users who genuinely want your app.
Ready to take the next step?
Let’s talk about how to increase your organic installs and turn visibility into lasting growth.
At LoveMobile, we help app teams strengthen their organic performance through precise textual optimization, refined keyword strategy, and creative testing.
Smarter metadata means better visibility—and more users who genuinely want your app.
Ready to take the next step?
Let’s talk about how to increase your organic installs and turn visibility into lasting growth.
Katerina leads business development at LoveMobile, where she helps apps achieve their marketing objectives and reach sustainable growth.
Katerina Suetina
#rec1556206341