Organic Installs
Definition
App installs that come from store search and browse rather than from paid ads.
What it means
Organic installs are downloads driven by a user discovering your app inside the store — through search, category browsing, charts, or featuring — as opposed to paid user acquisition. They are the primary outcome ASO aims to grow.
Organic installs are valuable because they have no per-install ad cost and often indicate strong product–market fit for the searched intent. Strong ASO compounds: better rankings drive more organic installs, which can further improve rankings.
Frequently asked questions
What counts as an organic install?
Any install where the user found your app through the store itself — search results, category browse, top charts, or editorial featuring — rather than clicking a paid ad or an external link.