The organic install part of this calculation seems pretty suspect. In order to get the organic lift mentioned in the article the app would need to be pretty highly ranked _and_ likely sustain that rank for a while before getting 65%-100% the additional installs.
Whenever running a burst campaign it is important to follow it up with sustained installs afterwards to try and maintain the rank for as long as possible to attempt to get some of the organic lift mentioned. It does not simply happen instantly.
Whenever running a burst campaign it is important to follow it up with sustained installs afterwards to try and maintain the rank for as long as possible to attempt to get some of the organic lift mentioned. It does not simply happen instantly.