What is install (mobile apps)?

Install definition: the moment an app is downloaded and placed on a device. In analytics, teams often treat an install as the first time a user opens the app after download (more on that below).

If you came here wondering what is install, it’s the hand-off between marketing and product: the point where interest turns into usage potential.

How app stores actually count it

• Apple App Store (App Store Connect): Apple reports First-Time Downloads (a.k.a. “App Units”) per Apple ID — the first time someone taps Get/Buy. It excludes updates, redownloads, and device restores.
• Google Play (Play Console): You’ll see Installers (unique users who installed your app for the first time) and First opens (devices that opened the app for the first time within 180 days of install). Expect differences vs. ad platform counts.

Apple talks “downloads,” Google splits “installers” and “first opens,” and ad networks may count all install events (including reinstalls). Align your source of truth before you set targets.

Related metrics

• First-Time Downloads / App Units (iOS): first download per Apple ID.
• Installers (Android): unique first-time installers.
• First opens: first launch signal after install (often used as the “install” event in attribution).
• Redownloads / Reinstalls: a returning user downloads again; useful for win-back analysis.

Why installs matter

• Attention is in apps. Multiple industry snapshots show the majority of mobile time happens inside apps, not the mobile web — one roundup puts it around ~88–90% of mobile time. That’s the surface where installs turn into revenue.
• Scale is massive. Sector reports (e.g., Sensor Tower) continue to show billions of downloads annually and category surges (travel passed 3B downloads in 2023 alone).
• Store conversion is measurable. Benchmarks place median App Store product-page CR around ~25% (category dependent), and Apple Ads search results often convert above 50% in many verticals — so tiny creative tweaks can move a lot of installs.

KPIs to track

• Store conversion rate (CVR): Product Page Views → First-Time Downloads / Installers.
• Cost per install (CPI/CPP): Ad spend ÷ installs (by channel/locale).
• First opens / activation rate: installs that launch at least once within X days.
• Reinstall rate: % of removed users who return within 30/90 days.
• Quality after install: D1/D7/D30 retention, cohort LTV/ARPU.

How teams improve install volume without burning budget

1. ASO fundamentals: keyword-relevant title/subtitle, concise description, localized assets, and a crisp value prop above the fold.
2. Creative sprints: run weekly tests on icons, first 2–3 screenshots, and preview video hooks (5–7 sec).
3. Proof on the page: highlight ratings, social proof, and one core outcome.
4. Acquisition alignment: ensure ad promises match first-run experience (day-0 drop-offs kill momentum).
5. Measure correctly: pick App Store Connect + Play Console for store CVR, and one attribution view for paid installs; compare, don’t conflate.

FAQs

What is install in app analytics?
A download placed on a device — often counted at first open for analytics and attribution consistency.

Why don’t install numbers match across tools?
Apple reports First-Time Downloads, Google shows Installers and First opens, while most ad networks only count an “install” when the user actually opens the app — and may also include reinstalls. Because each platform uses different events and definitions, their install numbers will never match 1:1.

What’s a good install conversion rate?
It’s category/locale-specific; US medians hover ~25% on App Store product pages, with higher CRs in Apple Ads search results for some verticals. Use these as directional, then test.