Non-organic Install (NOI) A non-organic install (NOI) refers to an app download that happened as the result of marketing activity (e.g. a paid or owned media campaign).   What are NOIs? Non-organic installs happen when a user chooses to download […]

A reattribution window refers to a set period of time set during which a user re-installs an app. How do reattribution windows work? Reattribution happens when an install is generated by a user who had previously uninstalled a given app, […]

Organic install The term “organic installs” refers to app downloads that take place without any direct marketing efforts to attract users through paid or owned media campaigns. Organic installs are downloads made by users who independently learn about apps through […]

Active users refer to the number of unique users who engage with an app or a website during a predefined period of time and is a metric designed to measure growth, churn, and product stickiness.  What is an active user? […]