An install refers to the act of downloading and setting up a mobile app on a device. In the world of mobile measurement, it can also be defined as the act of downloading an app on the device and successfully opening it for the first time. It is a commonly used metric to measure the effectiveness of mobile app advertising campaigns, as it indicates the number of people who have installed the app after seeing an advertisement for it.
Why is the install such an important metric in mobile marketing? For one, it helps advertisers understand how well their ad campaign is driving user acquisition. For example, if you are seeing a high number of installs, it likely means that your ad campaign is successful at getting people to take the desired action of downloading your app. On the other hand, having a low number of installs may indicate that your ad campaign is not resonating with your target audience or that something else is holding users back from installing your app.
In addition to providing insight into the success of an ad campaign, an install is also important because it can be used to optimize future campaigns. For example, if you notice that your ads are driving a higher number of installs on specific platforms or at certain times of day, you may want to focus more of your ad budget on those areas.
While an install is undoubtedly an important metric to consider, advertisers should also keep in mind that it is just one piece of the puzzle. To get a complete picture of the success of your mobile app, it is also important to consider other metrics such as retention (how many users continue to use the app after installing it) and engagement (how frequently users interact with the app). By looking at all these metrics together, you can gain a more comprehensive understanding of the performance of your mobile app.