Installing (or to install) is the act of downloading a piece of software onto a device. In context of mobile apps, this can only be accomplished through the Apple App Store or Google Play Store. As a mobile app company, app installs will all be seen as direct or organic unless you use a web to app attribution provider to determine the sources from which the app install came. Strategies like device probabilistic modeling and People-Based Attribution (the leading cross-platform technology available today) can be used to determine the source of these users before the land on the app store.
These days, it’s possible to scalably acquire new users from app installs across more platforms than ever before. For instance, you can acquire mobile users through email, offer a text-me-the-app feature for your desktop users, build a referral mobile app strategy to acquire new users, and even convert web traffic into app installs with our Journeys smart banners.