Organic Install Date for LTV Calculation

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From 7 February 2017, organic installs date will be based on the first launch date (rather than the device download date). This is aligned with the method used for non-organic installs.

This update allows you to more accurately compare organic and non-organic activity in terms of quantity, quality and performance.

Further, you will be able to see additional insights for organic installs including the number of loyal users, the ratio of loyal users/installs, and the number of unique users per in-app event.


The highlighted fields in the Aggregated Performance Report will be available.


  • LTV calculation (Dashboard), Cohort and Retention calculations for organic installs before February 7, 2017 at 00:00 GMT will not be changed. Organic installs from these dates will continue to be based on the 'download date'.
  • LTV calculation (Dashboard), Cohort and Retention calculations for organic installs from February 7, 2017 at 00:00 GMT will use the 'first launch' date.
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