Hey Samet – Totally agree that word of mouth is a huge referral source. In research we’ve done (granted it was back in 2014), we saw word of mouth (from friends/family) contribute – on average – 15% of organic installs, which is likely on the conservative end.

The tricky bit here is measuring word of mouth because it typically comes in as organic. I think that if word of mouth is catalyzed by marketing efforts, this feature can help measure the impact of that. For example, if an app is covered in the press, or included in a viral narrative on a specific date or date range, that can be measured through this type of correlative analysis.

Our hope with this product update is to give marketers a flexible tool to measure all sorts of marketing efforts and how they impact organic installs, with paid campaigns being one particularly shining – though not exhaustive – example.

Yes, paid installs are helping out organics. But it is not only because of increased visibility (in case the developer pays sh*t ton of money to be at top X charts), but also because of people who are talking about the apps they are using.