Organic vs. non-organic installs

At a glance: Understand the difference between organic and non-organic installs.

Organic installs
Not attributed to media sources

Non-organic installs (NOI)
Attributed to media sources

Not attributed has no media source

Attributed to a media source

No attribution due to the following:

  • App was installed without using an AppsFlyer attribution link
  • Click and app launch couldn't be matched

Attribution of an install or launch due to the following:

  • Use of an AppsFlyer attribution link
  • Click and launch are matched by AppsFlyer


Attribution info:
  • Uses last-click attribution: Last ad interaction gets credit for the app install or action.
  • Only one media source is credited per install.
  • Learn more about AppsFlyer attribution.
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