Set out below are the main causes for these differences:
Cause: Install record date
- App Store & Google Play: Records installs once the user has installed the app, regardless of whether the user later started (opened) the app or not.
- EMMA: EMMA records new installs on installation time (the very first launch of the app)
If the user does not launch the app, EMMA does not track the install.
Cause: Installation Uniqueness
- App Store & Google Play: Records one install per unique new user considering:
- App uninstalls.
- Users with multiple devices.
- Device updates.
- EMMA: EMMA records unique installs per new device.
If ann APP is released without the EMMA SDK and is later re-leased in the app stores with the EMMA SDK integrated, EMMA shows a peak of new installs. This peak drops over time as users finished upgrading the app.
This cause is the main reason that EMMA usually records more installs than App Store and Google Play.
App Store / Google Play
Install Record Date
Note: If the user does not launch the app, EMMA does not track the install.
Records one install per unique new user in consideration of:
In Google Play, you can view the numbers per device.
EMMA records unique installs per new device.
If an app is released without the EMMA SDK and is later re-released in the app stores with the EMMA SDK integrated into it, EMMA shows a peak of new installs. This peak drops over time as users finish upgrading the app. For more details, see Example 5.
Note: This cause is the main reason that
EMMA usually records more installs.
- A user install (and open) an app on both his or her iPhone and iPad. EMMA count this as two installs, whereas the App Store count it as a single install.
- A user installed the app and did not even launch it once. EMMA does not track the install, whereas the App Store and Google Play still count this as a new install.
- A user installed your app and launched it for the first time two weeks later. Google/iTunes record that install on the installation date, while EMMA records the date of the first launch of the app. In some cases, this can cause major discrepancies in a short period of time.
- A user has upgraded to a new device, synced the device to his or her App Store / Google Play account, and launched the app. EMMA counts this as new organic install, whereas the App Store and Google Play do not.
- An app was released in 2016 without the EMMA SDK. A user downloaded the app and used it (open). The app stores count that user in 2016, whereas EMMA is still unaware of user and does not count it. Then the app with has integrated the EMMA SDK (in April 2017, for example). The user upgrades to the newest app version and launches it. EMMA counts the install as a new Organic install, whereas the store does not, as the user was already registered in 2016.
This can be a major cause for discrepancies, especially if the app has a large user install base from the period prior to the EMMA SDK integration.
- This does not affect the accuracy of the non-organic installs count. EMMA credits only one install per ad click, even if the specific user has more than one device registered to their App Store / Google Play account.
- It is always better to extend your compared time range when comparing EMMA to Google/iTunes.