Organic Installs

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.

App Store Optimization (ASO) is the process of improving the visibility and conversion rate of a mobile app within app store search results and browse pages. ASO encompasses keyword research and optimization of app metadata — including the app title, subtitle, keyword field, and description — as well as optimizing visual assets like the app icon, screenshots, and preview videos. The goal is to increase organic discovery so that more users find and install the app without paid advertising. ASO also includes ongoing efforts like localizing listings for different markets, encouraging positive reviews, and monitoring category rankings. For subscription apps, ASO directly impacts customer acquisition cost (CAC), since higher organic visibility means a greater share of installs come at zero marginal cost. Effective ASO requires treating the app store listing like a conversion funnel: first capturing impressions through keyword relevance, then converting those impressions into page views through compelling icons and titles, and finally converting page views into installs through persuasive screenshots, descriptions, and social proof.

App Store visibility refers to how easily and frequently your mobile app appears to potential users across the App Store and Google Play. It includes your app's presence in search results, category rankings, top charts, and editorial features. The higher your visibility, the more likely users are to discover, tap on, and download your app. Visibility is shaped by a combination of keyword relevance, listing quality, user ratings, download velocity, and ongoing optimization efforts. In a marketplace with millions of competing apps, visibility acts as the bridge between your product and its audience. Without it, even the most innovative app risks going unnoticed. App Store visibility is not a one-time achievement but a continuous process driven by App Store Optimization (ASO), paid advertising, user engagement signals, and strategic content updates.

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.

The amount spent for each newly-acquired mobile app user over a given time period. Customer Acquisition Cost (CAC) for mobile apps refers to the cost that a business incurs to acquire a new user for their mobile application over a specific period of time. In other words, it is the amount of money spent to attract a user to download and install a mobile app on their device. Whether you are just embarking on your journey or navigating quite a while to create a successful mobile app, the Customer Acquisition Cost (CAC) must be at the forefront of your mind.