{"id":58965,"date":"2023-11-13T13:10:34","date_gmt":"2023-11-13T21:10:34","guid":{"rendered":"https:\/\/www.kochava.com\/?p=58965"},"modified":"2026-05-13T12:21:08","modified_gmt":"2026-05-13T19:21:08","slug":"theres-no-such-thing-as-an-organic-install","status":"publish","type":"post","link":"https:\/\/www.kochava.com\/ko\/blog\/theres-no-such-thing-as-an-organic-install\/","title":{"rendered":"There’s No Such Thing as an Organic Install"},"content":{"rendered":"[vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” row_position_desktop=”default” row_position_tablet=”inherit” row_position_phone=”inherit” overflow=”visible” overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none”][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” flex_gap_desktop=”10px” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_row_inner column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” text_align=”left” row_position=”default” row_position_tablet=”inherit” row_position_phone=”inherit” overflow=”visible” pointer_events=”all”][vc_column_inner column_padding=”padding-3-percent” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color=”#FFFFFF” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”15px” column_link_target=”_self” overflow=”visible” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”1px” column_border_color=”#DDDDDD” column_border_style=”solid” column_padding_type=”default” content_layout=”default” gradient_type=”default”][vc_column_text css=”” text_direction=”default”]TL;DR Summary<\/strong>\r\n\r\nApp installs don\u2019t happen organically or spontaneously\u2014each install occurs for a specific reason or trigger that prompts user action. Marketing mix modeling (MMM) tools such as AIM (Always-On Incremental Measurement) use decomposition to break down total installs into contributing components including word of mouth, seasonal influences, app store placement and ratings, and network effects. This process transforms raw install numbers into actionable insights by identifying what\u2019s working best, spotting weak areas, and enabling strategy optimization. By understanding the various factors influencing installs rather than accepting them as \u201corganic,\u201d marketers can better steer product growth and make informed strategic decisions.[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][vc_row_inner column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” text_align=”left” row_position=”default” row_position_tablet=”inherit” row_position_phone=”inherit” overflow=”visible” pointer_events=”all”][vc_column_inner column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” flex_gap_desktop=”10px” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” overflow=”visible” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_column_text css=”” text_direction=”default”]\r\n

Understanding the decomposition of installs with MMM<\/h2>\r\nIn the vast garden of app marketing, we often hear terms like “organic installs” that make it sound like app installs grow spontaneously from the digital earth. Let’s debunk this myth right away: You don’t just plant an app in your digital garden, sprinkle it with a few updates, and let Mother Nature take the reins. Each install occurs for a specific reason, a trigger that prompts a user to take action. With a robust marketing mix modeling (MMM) tool like AIM (Always-On Incremental Measurement<\/a>), we go beyond the surface, delving deep to uncover the true reasons behind every install. Here, we explore the intricacies of the decomposition of user acquisition (UA) marketing and shed light on the real drivers of user engagement.[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][vc_row_inner column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” text_align=”left” row_position=”default” row_position_tablet=”inherit” row_position_phone=”inherit” overflow=”visible” pointer_events=”all”][vc_column_inner column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” flex_gap_desktop=”10px” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” overflow=”visible” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_column_text css=”” text_direction=”default”]\r\n

Understanding the Decomposition of Installs<\/h2>\r\nWhat Is Decomposition?<\/strong>\r\nDecomposition is a method to break down your total installs and other key performance indicators (KPIs) into different elements or factors to understand the various sources and influences leading to these outcomes.[\/vc_column_text][\/vc_column_inner][\/vc_row_inner][vc_row_inner column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” text_align=”left” row_position=”default” row_position_tablet=”inherit” row_position_phone=”inherit” overflow=”visible” pointer_events=”all”][vc_column_inner column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” flex_gap_desktop=”10px” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” overflow=”visible” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_column_text css=”” text_direction=”default”]How Do We Do It?<\/strong>\r\n1. Data Collection:<\/strong> First, we gather all data points related to your KPIs. This could be user ratings, seasonal data, word-of-mouth referrals, and more.\r\n\r\n2. Breaking It Down:<\/strong> We then split these numbers into their contributing components:\r\n