With incent install campaigns, the user will get rewarded for any interaction with your ad. This leads to much better visibility due to higher ranking positions and eventually to an increase of organic traffic. But there is also a downside: the effects are rather short-lived and permanent usage of your app can’t be guaranteed. Furthermore, Google and Apple use various criteria besides the amount of installs to determine your ranking in the App Store and Play Store. Non-Incent App Downloads In comparison, non-incent install campaigns don’t reward the user for interacting with your app. Users show real interest in getting active which can be more beneficial for the advertiser in the long run. Simply because the chances of further engagement increase by far. But make sure the rate of loyal users towards installs is higher when buying non-incent app installs as opposed to incent installs. This campaign type can be leveraged by banners. Before you decide on your campaign, beware that higher retention rate alone won’t make any advertising material more favorable. You have to analyse retention rate in comparison to cost per paid install. The table below clarifies this kind of calculation.