Install

An install refers to the process of downloading and setting up an application on a user's device.

Why it matters

Installs are a primary metric for app growth and user acquisition.
They indicate user interest and the effectiveness of marketing efforts.

How to measure

Track the number of installs via app store analytics.
Analyze install trends over daily, weekly, or monthly periods.

Details

In the mobile app ecosystem, an install is a critical step in the user journey. It marks the transition from potential user to active user. For mobile engineers and growth teams, understanding the factors that drive installs is crucial. This includes optimizing app store presence, leveraging deep linking for seamless user experiences, and employing targeted marketing strategies.

To maximize installs, consider the user experience during the onboarding process. A smooth, engaging onboarding can significantly reduce churn and increase retention rates. Additionally, tracking the source of installs can help refine marketing strategies and improve ROI.

Examples & formulas

For example, a high install rate from a specific ad campaign can indicate effective targeting and messaging.

Install Rate = (Number of Installs / Number of Ad Clicks) * 100

Common mistakes

Ignoring the quality of installs; focus on user retention, not just acquisition.
Overlooking the importance of app store optimization (ASO) for visibility.