Firstly, it's necessary to define what an install is. Both Apple and MMPs have the Install metrics:
In Apple, installs are actual downloads (when users click the "Get" button).
In MMP, installs refer to the first app opens (when users open an app for the first time).
Installs in SplitMetrics Acquire come from your MMP. You need to configure integration with your MMP correctly, and you will start seeing installs on the dashboard.
Note. To receive View-Through installs from your tracker, make sure that View-Through attribution is enabled in the Apple Ads integration settings of your tracker. For step-by-step instructions, see the MMP Integrations section in our Help Center.
Therefore, you don't need to include installs to custom conversions in SplitMetrics Acquire unless you need them to be configured like that for a specific reason. We get installs from your MMP once the integration is configured without any additional actions from your side.
Monitoring installs
Our platform provides three types of install metrics to help you understand your performance:
Installs: installs attributed to ad clicks
Installs (View-Through): installs attributed to ad views
Installs (Total): the combined number of Tap-Through and View-Through installs
For a deeper explanation of how these metrics work, refer to 📖 this article.
On the main dashboard, you’ll find install metrics displayed alongside Install Rate (Tap-Through), CPI, and Reattributed Reinstalls (if enabled in your tracker).
Note. On our platform, install metrics include both new installs and reattributions, while your tracker may show these values separately. Keep this in mind when comparing data.
All install metrics can also be used for analyzing trends or comparing performance directly on the chart.
You can also use install metrics when setting up Automated Rules. In many cases, it’s helpful to include a CPI condition to make the rule more effective
