{"id":17852,"date":"2019-05-10T19:05:19","date_gmt":"2019-05-10T23:05:19","guid":{"rendered":"https:\/\/www.adperio.com\/?p=448"},"modified":"2026-04-29T14:12:57","modified_gmt":"2026-04-29T18:12:57","slug":"managing-organic-growth-expectations-for-your-app","status":"publish","type":"post","link":"https:\/\/www.performcb.com\/content-hub\/managing-organic-growth-expectations-for-your-app\/","title":{"rendered":"Organic vs. Paid App Marketing: Managing Organic Growth Expectations for Your App"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6a63271c1ca80\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #58595b;color:#58595b\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #58595b;color:#58595b\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a63271c1ca80\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.performcb.com\/content-hub\/managing-organic-growth-expectations-for-your-app\/#Organic_Doesnt_Mean_Free\" >Organic Doesn\u2019t Mean Free<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.performcb.com\/content-hub\/managing-organic-growth-expectations-for-your-app\/#Organic_vs_Paid_Comparison_is_Too_Simplistic\" >Organic vs. Paid Comparison is Too Simplistic<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.performcb.com\/content-hub\/managing-organic-growth-expectations-for-your-app\/#Organic_and_Paid_Install_Synergy\" >Organic and Paid Install Synergy<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.performcb.com\/content-hub\/managing-organic-growth-expectations-for-your-app\/#The_Takeaway\" >The Takeaway<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.performcb.com\/content-hub\/managing-organic-growth-expectations-for-your-app\/#You_May_Also_Like\" >You May Also Like<\/a><\/li><\/ul><\/nav><\/div>\n\n<p>Post-app launch, every decision made impacts the success of your app in an over-saturated marketplace. One of the most important decisions will be how you plan to acquire new users. That leads us to this pivotal question: is it better to use paid or organic channels? <\/p>\n\n\n\n<p>Inevitably, marketers are drawn to the appeal of the \u201cfree\u201d organic approach. They&#8217;re dazzled by stories of companies making it big through word-of-mouth. The reality of the situation is that organic growth alone is not enough to compete in today\u2019s market. Many of these success stories are the exception, not the norm. <\/p>\n\n\n\n<p>In reality, the solution is a little more complex. Great app marketing involves a mix of both paid and organic efforts. By understanding the synergy between the two, apps can maximize the campaign\u2019s performance potential.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-organic-doesn-t-mean-free\"><span class=\"ez-toc-section\" id=\"Organic_Doesnt_Mean_Free\"><\/span><strong>Organic Doesn\u2019t Mean Free<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>One of the most common misconceptions seen around organic growth is that it\u2019s the \u201cfree\u201d way to acquire users. Most likely, this stems from the common comparison of \u201corganic\u201d vs \u201cpaid\u201d user acquisitions. Many marketers categorize paid acquisitions as those connected to a click from a paid ad&#8230; and organic as everything else. &nbsp;<\/p>\n\n\n\n<p>This falsely implies that everything other than paid ads is free. That means the results of more traditional, wide-reaching, harder-to-attribute forms of advertising (such as television, radio, print, and some forms of internet advertising) are part of \u201cfree\u201d organic growth. <\/p>\n\n\n\n<p>Outside of the users that are influenced by traditional above-the-line marketing, there are also the users acquired from word of mouth, and those who are already on the market for your product and are actively searching. These also get pushed into the organic category. As you can now see, what you\u2019re calling free users are really just users that are hard-to-attribute &#8211; some being \u201cfree\u201d, and some the result of paid efforts. <\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-organic-vs-paid-comparison-is-too-simplistic\"><span class=\"ez-toc-section\" id=\"Organic_vs_Paid_Comparison_is_Too_Simplistic\"><\/span><strong>Organic vs. Paid Comparison is Too Simplistic<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Once you understand that organic users are not only those that come from truly free efforts, but also the users that are harder to attribute\/part of above-the-line marketing &#8211; you can see that measuring paid vs. organic splits is inaccurate.<\/p>\n\n\n\n<p>When comparing the two it\u2019s important to remember some in-house marketing efforts (blogging, SEO, social) are contributing to organic growth. Realistically, the split should be viewed more as performance marketing vs. everything else. <\/p>\n\n\n\n<p>Unfortunately, there are still aren\u2019t many perfect attribution options for PR and Marketing efforts, but there are <em>some <\/em>tools that should be utilized. A CRM tool can help track leads from marketing efforts, market research can help determine whether messaging is reverberating with the audience. Such efforts can provide helpful comparisons between performance marketing and organic marketing strategies.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-organic-and-paid-install-synergy\"><span class=\"ez-toc-section\" id=\"Organic_and_Paid_Install_Synergy\"><\/span><strong>Organic and Paid Install Synergy<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Despite the hurdles in understanding organic and performance marketing splits, both are incredibly important to your app install campaign. The marketing methods used to garner organic installs are a vital part of establishing brand image, search optimizations, and increasing long-term brand visibility.<\/p>\n\n\n\n<p>As many leading marketers know, paid performance marketing and organic marketing work better together. The results of their synergy are powerful. A recent study by <a href=\"https:\/\/www.tune.com\/resources\/paid-and-organic-marketing\/?utm_campaign=tmc-better-together-ebook&amp;utm_source=autoresponder&amp;utm_medium=email&amp;mkt_tok=eyJpIjoiTkdWbE5HUXpNbUV3Tm1JMiIsInQiOiJSVEVYK1JqXC9iVGFuTXNzWG5lbHFSc3Z4UGY1TVk4UnRGQWZkNnA0NmFjaFFaZ0QxYzRJbUUyUE9mSm1GOGtjWWlHRHRWcnZTeXVxVFJHWUtadmVEanFHbWVsaG5FT3JJM2RPZlY1Wm0wYXVhNDZTWnpxa0xJU0RQR0xWcFZxWmkifQ%3D%3D\">TUNE<\/a> has shown that paid app installs increase organic installs by 1.5 times, across the board. In some app categories, paid advertising has been shown to boost organic installs by as much as 16 times! <\/p>\n\n\n\n<p>How exactly do paid campaigns boost organic installs? The Apple App Store and Google Play both use several factors to determine rankings in app categories and keywords. These include reviews and engagement &#8211; factors you can use to influence the design of your app. App stores also look at install volume and velocity so paid campaigns can boost your app\u2019s ranking and discoverability. When your app is highly ranked, it has more visibility for organic installs to take place.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-the-takeaway\"><span class=\"ez-toc-section\" id=\"The_Takeaway\"><\/span><strong>The Takeaway<\/strong> <span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Although there are many myths about organic install methods, organic strategy remains a pivotal piece in the user acquisition process. The industry as a whole needs a better definition of what exactly makes up organic marketing and its associated costs. Organic marketing methods are expansive. To claim that all organic methods are \u201cfree\u201d, then compare them to paid performance marketing, is not realistic. <\/p>\n\n\n\n<p>The reality is both involve some sort of monetary component &#8211; whether it be direct or indirect. Successful app install campaigns employ a balance of paid and organic strategies, not simply one or the other. Organic <a href=\"https:\/\/www.performcb.com\/news\/10-keys-to-a-successful-app-launch\/\" type=\"link\" id=\"https:\/\/www.performcb.com\/news\/10-keys-to-a-successful-app-launch\/\">methods around your app\u2019s launch<\/a> are crucial to establish your app among the competition. Simultaneously paid channels are key to increasing your app\u2019s immediate visibility and providing tangible data for decision making. The proper use of paid mobile performance marketing and organic strategies will drive your app install campaign to success.<\/p>\n\n\n\n<p>Are you ready to ramp up your mobile performance marketing campaigns? With over 24 years in the business, we know how to propel mobile growth. <a rel=\"noreferrer noopener\" aria-label=\"Contact (opens in a new tab)\" href=\"https:\/\/www.adperio.com\/contact-us\/\" target=\"_blank\">Contact<\/a> Adperio to find out how we\u2019re redefining mobile performance marketing.  <\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-you-may-also-like\"><span class=\"ez-toc-section\" id=\"You_May_Also_Like\"><\/span>You May Also Like<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<ul class=\"wp-block-yoast-seo-related-links\"><li><a href=\"https:\/\/www.performcb.com\/content-hub\/pros-and-cons-of-trademark-plus-bidding-in-affiliate-marketing\/\">Pros and Cons of Trademark Plus Bidding in Affiliate Marketing<\/a><\/li><li><a href=\"https:\/\/www.performcb.com\/content-hub\/free-shipping-no-longer-optional-for-the-holidays\/\">Free Shipping: No Longer Optional for the Holidays<\/a><\/li><li><a href=\"https:\/\/www.performcb.com\/content-hub\/ignite-opms-2018-year-in-review\/\">Ignite OPM&#8217;s 2018 Year in Review<\/a><\/li><li><a href=\"https:\/\/www.performcb.com\/case-studies\/study\/personal-fitness-app-drives-first-time-trials-case-study\/\">Well-Known Personal Fitness App Increases Trials in First 45 Days<\/a><\/li><li><a href=\"https:\/\/www.performcb.com\/case-studies\/study\/acorns-app-increases-installs-in-6-months\/\">Acorns App Increases Installs by 52x in 6 Months<\/a><\/li><\/ul>\n","protected":false},"excerpt":{"rendered":"Inevitably, marketers are drawn to the appeal of the \u201cfree\u201d organic approach to promoting their app. In reality, the solution is in a mix of both paid and organic efforts. By understanding their synergy, you can maximize your app campaign\u2019s performance potential.","protected":false},"author":55,"featured_media":17880,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[7499,7453,7344],"tags":[1093,7697,7696,7694,7695],"class_list":["post-17852","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-articles","category-all","category-performance-marketing","tag-adperio","tag-campaign-performance","tag-organic-channels","tag-organic-growth","tag-paid-channels"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Organic vs. Paid App Marketing | Managing Growth Expectations<\/title>\n<meta name=\"description\" content=\"Great app marketing involves a mix of both paid &amp; organic efforts. 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