Join us for this live webinar on Thursday, February 26th at 10 am Pacific, 1 pm Eastern. Register here for free.

Unless you’re one of the .01% of apps that climb to the top of the charts through an amazing mix of brilliance, luck, and timing, you know that growing your install base is a mix of rigorous paid campaigns and organic strategies.

Yet, most don’t realize that these two are not separate. That’s because the mobile ecosystem bears little resemblance to the web — in the web context, paid and organic don’t really impact one another. But in the world of mobile, your paid user acquisition efforts can have a significant impact on organic installs. And vice versa.

This is particularly good news for small developers who may think that only a strong balance sheet and deep pockets will get them the brass ring. And equally important for brands and larger organizations; when armed with an understanding of the relationship between paid and organic, they can improve efficiencies and costs on UA efforts.

The correlation is strongly supported by the findings of a recent study conducted by TUNE which set out to quantify exactly what that relationship is. Or, in other words, to find out exactly how many organic installs an app can expect to see for every paid install.

They did determine that number, and it’s quite startling — and it’s what TUNE refers to as the ‘multiplier’. They also found out that there is a big spread in the correlation between different app categories. Some categories have a far higher multiplier effect, and some lower — and those findings impact strategies for both paid and organic.

On the other side of the equation, the compound effect of organic installs can lower your total effective cost of a UA campaign. With a strongly-engaged user base, your funnel metrics will increase, while your total acquisition cost for a campaign should go down.

Exactly how this all works — and how best to make the correlation between paid campaigns and organic installs actionable — is the subject of this not-to-be-missed webinar for any developer or publisher, whether you’re a smaller developer or already well-established.

Ian Sefferman from TUNE will be expanding on the study, explaining the data, and how the correlation works. Christian Calderon from DOTS will be taking attendees through real-life examples of how this plays out, and sharing best practices for maximizing the positive impact between paid and organic — particularly at a smaller business scale.

What you’ll learn: 

  • For every paid install, how many organic installs an app can expect to see
  • How the multiplier effect impacts app categories differently
  • How organic installs and engaged users affect your paid strategy and spend
  • Best-practice examples on what really works to maximize both organic installs and paid campaigns for highest yield


Ian Sefferman, General Manager, TUNE App Store Analytics Ian joined TUNE in 2014 through the acquisition of MobileDevHQ, the leading organic app marketing solution which he founded. MobileDevHQ was a member of the TechStars Seattle class of 2012. At TUNE, Ian is responsible for helping customers understand and improve their unpaid mobile marketing channels. Prior to starting MobileDevHQ, he joined Amazon in 2006 as a Software Engineer. Ian is originally from Detroit, MI and attended University of Chicago, concentrating in Computer Science.

Christian Calderon, Head of Marketing, DOTS Christian is a data-minded marketer with a passion for econometrics and video games. His professional specialty lies in mobile marketing and predictive modeling for freemium games. Currently, he is the Head of Marketing at Dots. Since joining, DOTS has more than tripled its install base across the Dots mobile games network.


Wendy Schuchart, Editor and Analyst, VentureBeat  Wendy is a technology journalist with more than a decade experience in enterprise IT. Most recently, Schuchart was the senior site editor of TechTarget’s CIO Media Group. She has also served as section editor for UBM’s Network Computing and Secure Enterprise. She is a frequent contributor to InformationWeek, Network Computing, Green Data Center, Wikibon and other leading tech publications. She holds a Masters from the University of Wisconsin – Milwaukee.

Register here for free. 

This webinar is a co-production between VentureBeat and TUNE.