--- title: Organic Install Share: Formula and Calculator description: Organic install share is the percentage of installs no paid campaign or tracked link is credited with. Formula, what moves it, pitfalls and a free calculator. url: https://appmetricslibrary.com/metrics/organic-install-share/ --- # Organic install share (Organic share) Acquisition metric. How do users find and install the app? 7 Org Organic install share Acquisition Definition ## What is organic install share? **Organic install share is the percentage of an app's installs that no paid campaign or tracked link is credited with.** **Organic install:** an install that no tracked campaign or link is credited with. **Cannibalisation:** when paid campaigns take credit for users who would have installed organically anyway. Formula ## How to calculate Organic share `Organic share = Organic installs ÷ Total installs × 100` **Organic installs** installs with no attributed paid or tracked source **Total installs** organic plus attributed installs in the same period ### Where definitions differ | Variant | Formula | When to use it | |---|---|---| | MMP organic share | Unattributed installs ÷ All installs × 100 | Organic means 'not credited to any tracked source', so untracked paid traffic lands here. | | Store-reported organic | Store search and browse installs ÷ All store installs × 100 | From the store consoles; their source categories are not the same as an [MMP](https://linkrunner.io/glossary/what-is-a-mobile-measurement-partner?utm_source=appmetricslibrary&utm_medium=referral&utm_campaign=metric-organic-install-share&utm_content=inline)'s. | **By channel:** Separating organic from paid installs depends on every paid source being connected to one attribution tool; MMPs such as [Linkrunner](https://www.linkrunner.io/?utm_source=appmetricslibrary&utm_medium=referral&utm_campaign=metric-organic-install-share&utm_content=inline), AppsFlyer and Adjust report installs they cannot credit to a source as organic. Calculator ## Organic share calculator > Interactive tool (metric calculator): runs in the browser at https://appmetricslibrary.com/metrics/organic-install-share/#metric-calc. Its text content follows. **Organic share calculator** **Example inputs: change them to your own numbers.** The examples only make the calculator show a worked answer; they are not benchmarks or targets. Runs in your browser; nothing you type is sent anywhere. **Organic share** 60% **Attributed share** 40% **Track this automatically** Linkrunner separates organic installs from attributed ones, and organic attribution is included on every plan, the free plan too. - [When paid installs cannibalise organic growth](https://linkrunner.io/blog/paid-installs-cannibalise-organic-growth?utm_source=appmetricslibrary&utm_medium=referral&utm_campaign=metric-organic-install-share&utm_content=panel) - [Mobile App Growth Benchmark Report 2026](https://linkrunner.io/mobile-app-growth-benchmark-report-2026?utm_source=appmetricslibrary&utm_medium=referral&utm_campaign=metric-organic-install-share&utm_content=panel) [Create a free account (25k installs free)](https://dashboard.linkrunner.io/sign-in?utm_source=appmetricslibrary&utm_medium=referral&utm_campaign=metric-organic-install-share&utm_content=panel) Answer ## Is a high organic share good? It is good for cost, but it can also mean your tracking misses paid sources, which then show up as organic. Before celebrating a rising organic share, check that every paid channel and link is tagged. By vertical ## How Organic share differs by vertical | [EdTech](https://appmetricslibrary.com/verticals/edtech/) | Exam seasons and word of mouth push organic share up at the same time as paid spend. | |---|---| | [Fintech](https://appmetricslibrary.com/verticals/fintech/) | Referral programmes are tracked, so they move installs out of organic. | | [OTT and streaming](https://appmetricslibrary.com/verticals/ott/) | Big title launches lift organic installs; separate launch weeks in reports. | | [Gaming](https://appmetricslibrary.com/verticals/gaming/) | Featuring and chart position drive organic spikes after paid bursts. | [For published organic and paid shares by category, see AttributionBenchmarks' organic vs paid installs page.](https://attributionbenchmarks.com/organic-vs-paid-installs/) Pitfalls ## Common mistakes - Treating organic as free growth without checking for untagged paid traffic. - Cutting paid spend because organic share is high, then finding organic falls too. Related ## Related metrics [1 Cpi Cost per install](https://appmetricslibrary.com/metrics/cpi/) [4 eCpi Effective cost per install](https://appmetricslibrary.com/metrics/ecpi/) [34 Ref Referral install share](https://appmetricslibrary.com/metrics/referral-install-share/) [33 K K-factor](https://appmetricslibrary.com/metrics/k-factor/) [3 Cac Customer acquisition cost](https://appmetricslibrary.com/metrics/cac/) FAQ ## Questions **How do you calculate organic install share?** Divide organic installs by total installs and multiply by 100. 6k organic installs out of 10k total is a 60% organic share. **Why did my organic installs drop when I paused ads?** Paid campaigns lift store ranking and brand searches, so some organic installs depend on paid activity. A drop after pausing is a sign of that halo, not necessarily of misattribution. **Can paid installs show up as organic?** Yes. Untagged links, broken postbacks or networks that are not connected to your MMP all leave paid installs unattributed, and unattributed installs are reported as organic. **Are the calculator's example inputs benchmarks?** No. The example inputs only make the calculator show a worked answer when the page loads; they are not typical, good or target values. Replace them with your own numbers. **Does the calculator send my numbers anywhere?** No. It runs entirely in your browser, and nothing you type is stored or sent anywhere. **Why do tools report different values for the same metric?** Because definitions differ: what counts as active, which attribution window applies, whether organic users are included and how days are cut by timezone. Align the definition before comparing numbers.