The Adjust Mobile Measurement Glossary



What is an Install?

An install takes place when a user successfully opens an app for the first time after downloading it from an app store.

Why Are Installs Important?

Installs are a core part of the acquisition cycle. Cost Per Install (CPI) advertising is the most popular driver of user acquisition in mobile, which means that tracking and quantifying install numbers is essential.

This is for a number of reasons. First, it helps advertisers identify sources that successfully deliver traffic to their app. Tracking installs into an app helps advertisers identify the time when campaigns produce results, as well as improving payment management for both publishers and advertisers.

Second, installs can be used to identify the overall health of an application. In particular, the volume of organic installs that an app generates is a useful pointer to overall appeal.

Finally, keeping count of install numbers accurately can help marketers to avoid mobile advertising fraud. Tactics such as fake installs rely on marketers failing to spot installs generated by fake device IDs, which means an accurate install count is necessary to avoid falling foul to scammers.

Installs and Adjust

Install counts are a good indicator of how an app is doing. A high number of installs as well as a healthy user engagement proves that an app is performing. This is supplemented by the power of paid campaigns, and popularity overall, but it is a figure to look at when evaluating success.

Generating installs is not particularly challenging for developers with enough cash to purchase users, so app businesses need to be careful about using an install count as a marker of success.

Furthermore, developers need to think about where installs have come from and whether they have delivered the necessary user quality on behalf of the business. By properly attributing installs from mobile advertising campaigns, businesses can work out which sources deliver traffic and whether they do so at a worthwhile cost.

Adjust’s Store and Pre-Install tracking tool helps marketers to properly attribute where paid installs come from, as well as identifying when unattributed organic installs take place.