Definition
Organic installs
Installs that come without paid advertising — from search, browsing, recommendations and word of mouth.
What is Organic installs?
Organic installs are those not driven by paid campaigns. On Google Play, search is usually the biggest organic source, followed by explore surfaces and recommendations.
Why it matters for ASO
Organic installs have no per-install cost, and they grow as your rankings, conversion and reputation improve.
How to improve it
- Improve keyword rankings with ASO.
- Lift conversion with better visuals.
- Drive outside traffic with tracked links.
Related terms
App Store Optimization (ASO)
Improving an app’s store listing so it ranks higher in store search and converts more visitors into installs.
Acquisition report
Play Console data showing where your store listing visitors and installs come from.
Visibility
How often your app is shown to users across search, browse and recommendations.