How paid campaigns affect your app’s organic traffic

In the competitive app market, paid campaigns and App Store Optimization (ASO) are crucial for growth, with paid traffic not only driving installs but also enhancing organic visibility and discoverability. The synergy between ASO and user acquisition (UA) is key, as optimizing ASO before launching paid campaigns can reduce cost per install and improve conversion rates. Paid campaigns have been shown to significantly boost keyword rankings and organic growth, as demonstrated by examples where apps saw substantial increases in installs and keyword visibility after initiating paid campaigns. However, the impact wanes if campaigns are paused, highlighting the need for a strategic balance between paid and organic efforts to sustain visibility and profitability. App developers should assess conversion rates and use platform benchmarks to ensure app pages are optimized before investing in paid UA, testing short-term strategies to determine whether increased daily install volumes translate into meaningful organic revenue growth.