Glossary/Mobile & App Marketing/App Install
Mobile & App Marketing
App Install
A user downloading and first opening an app; MMPs typically count the install at first launch, not at download.
By Brandon Mina·CEO, BrandPilot AI·Updated November 2026
Short answer
An app install is a user downloading an app and opening it for the first time. In mobile measurement, mobile measurement partners (MMPs) typically count the install at first launch, when their SDK can record it, not at download. Installs are a core metric for user acquisition campaigns and the basis of cost per install pricing.