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In the fast-paced world of digital advertising, every second counts. Marketers are constantly looking for ways to improve their strategies and boost the performance of their campaigns. One often overlooked but crucial aspect of this optimization process is TTI or ‘Time to Install’. So, what is Time to Install and why is it important?


TTI or Time to Install refers to the period it takes for a user to install your app after clicking on your ad. In the context of digital advertising, this metric is particularly relevant for mobile app install campaigns referring to paid installs vs organic. It measures the time lapse between a user's interaction with your ad [such as clicking on a banner or video ad] and the actual installation of your app from the app store.




Conversion Rate Optimization:  The faster users install your app after clicking on an ad, the more likely they are to convert. A shorter Time to Install indicates a higher level of user engagement and interest in your product or service.

Ad Creative Effectiveness: Time to Install can serve as a key indicator of the effectiveness of your ad creatives. If users are taking a long time to install your app or are not installing it at all after clicking on your ad, it may be a sign that your creative content needs improvement.

Cost Efficiency: Efficient campaigns are cost-effective campaigns. By reducing Time to Install, you can potentially lower your cost per acquisition [CPA] and increase the overall return on investment [ROI] of your advertising efforts.

User Experience: A lengthy Time to Install can be frustrating for users. If they experience delays or obstacles during the installation process, they may abandon the process altogether, resulting in lost opportunities and revenue.



Now that we understand the importance of Time to Install, let's explore some strategies to optimize it:

1. Streamline Your Ad Creative

Your ad creative plays a significant role in influencing Time to Install. Make sure your ad is clear, engaging, and relevant to your target audience. Highlight the unique selling points of your app and offer a compelling reason for users to install it.

2. Playable Ads

Playable ads are like mini-games or interactive experiences that allow users to engage with a simplified version of an app or game before installing it. Users get a taste of what the app offers through gameplay. This extended engagement within the ad itself can influence TTI better than statics and video ads can offer. Users who engage with playable ads are more likely to install the app because they have already experienced some of its value. This can lead to faster TTI because users are more inclined to take action immediately. CRAFTSMAN Play enables advertisers to create and customize quality playables in minutes, no coding required! 

REQUEST A DEMO and find out how you can use playable ads to boost your TTI and drive conversion rates.

3. A/B Testing

A/B testing involves creating multiple ad variations and testing them to see which performs best. By experimenting with different visuals, copy, and calls to action, you can identify the elements that resonate most with your audience and lead to faster installations.

4. Landing Page Optimization

The landing page users encounter after clicking on your ad is crucial. Ensure that it provides a seamless transition from the ad and offers a smooth and intuitive installation process. Eliminate any unnecessary steps or distractions that could delay installation.

5. Improve App Store Presence

Your app's presence on the app store matters. Optimize your app's description, screenshots, and reviews to provide users with a clear understanding of what they can expect. A well-optimized app store listing can encourage quicker installations.

6. Target the Right Audience

Effective audience targeting is essential. Make use of user data and demographics to ensure your ads reach people who are more likely to be interested in your app. Relevance leads to quicker decisions to install.

7. Reduce Load Times

A slow-loading landing page or app store page can frustrate users and increase Time to Install. Optimize images, use content delivery networks (CDNs), and leverage other techniques to reduce page load times.

8. Simplify Registration and Onboarding 

If your app requires users to register or complete a lengthy onboarding process, consider simplifying it. Minimize the steps needed to get started, and offer options for social media or single sign-on (SSO) registration to speed up the process.

9. Retarget Interested Users

Don't lose potential users who clicked on your ad but didn't install your app immediately. Implement retargeting campaigns to re-engage them and remind them of the value your app offers.



Optimizing Time to Install is an ongoing process. You should regularly monitor and analyze your campaigns to track improvements and identify areas that still need attention. Pay attention to metrics like click-through rate [CTR], conversion rate, and Time to Install itself.

Time to Install is a crucial metric that can significantly impact the success of your advertising campaigns, especially for mobile app install campaigns. By optimizing this metric, you can enhance conversion rates, reduce costs, and improve the overall user experience. Implement the strategies mentioned above, conduct regular A/B testing, and stay attuned to user feedback to continually refine your advertising creative strategy and drive faster app installations. 

You can adjust your ‘lookback windows’ [the timeframe within which you attribute conversions to ad interactions] to prevent situations where users seem to be installing an app or taking desired actions due to non-paid, organic factors. To do this effectively, you need to analyze Time to Install [TTI] data represented as curves or patterns. By examining these curves, you can determine the appropriate ‘lookback window’ that allows you to accurately attribute conversions to your advertising efforts, while excluding cases that might appear as if they were driven by organic factors. This adjustment helps ensure that your advertising efforts get the credit they deserve for driving conversions and that your data accurately reflects the impact of your ad campaigns. 

Remember, in the world of digital advertising, time is of the essence.



CRAFTSMAN+ can provide the solutions to your creative needs. Check out our partnership with DraftKings, resulting in ~72% faster TTI using playable ads, over static and video. Interested in finding out how we can do the same for you?