Many marketers do have very targeted goals of driving installs of apps they may have recently released, These are often run through Cost-per-install (CPI) programs where the marketer is able to pay their media partners for driving new users to install the app.
App install is often defined as the success metric for the CPI program, though many CPI programs wait until there is an actual post-app-install transaction before paying out. Because of their walled gardens, it’s actually quite difficult to measure whether the app install reported properly within certain advertisers. In cases where app installs need to be rewarded, the “install event” is often only recognized the first time the user starts up the app.
