WHAT IS TIME TO INSTALL AND HOW IT CAN HELP TO OPTIMIZE YOUR ADVERTISING CREATIVE STRATEGY?

Creative Strategy

Jan 11, 2026

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 (Time to Install).

What is Time to Install?

TTI refers to the period it takes for a user to install your app after clicking on your ad. This metric is particularly relevant for mobile app install campaigns comparing paid vs. organic installs. It measures the time lapse between a user's initial interaction (clicking a banner or video) and the actual installation from the app store.

Why Does Time to Install Matter?

Conversion Rate Optimization: Faster installations correlate with higher conversion. A shorter TTI indicates higher user engagement and immediate intent.
Ad Creative Effectiveness: TTI serves as a key indicator of your creative's impact. If users hesitate or abandon the process after clicking, your content likely needs improvement.
Cost Efficiency: By reducing TTI, you can potentially lower your Cost Per Acquisition (CPA) and increase overall ROI.
User Experience: A lengthy TTI is frustrating. Delays or obstacles during the process lead to abandonment and lost revenue.

How to Optimize TTI in Your Creative Strategy

1. Streamline Your Ad Creative

Ensure your ad is clear and relevant. Highlight unique selling points and provide a compelling reason for users to take immediate action.

2. Use Playable Ads

Playable ads act as interactive "mini-games." Because users experience the app's value before clicking "Install," they are more qualified and inclined to finish the process quickly. Platforms like CRAFTSMAN Play allow you to build these experiences without coding.

3. A/B Testing

Test multiple variations of visuals, copy, and CTAs to identify which elements lead to the fastest installation times.

4. Landing Page & Store Optimization

Ensure a seamless transition from the ad to the store. Optimize your app description, screenshots, and load times to eliminate friction that causes delays.

5. Target the Right Audience

Relevance leads to quicker decisions. Use demographic data to ensure your ads reach users who genuinely need your service.

6. Simplify Onboarding

Minimize the steps needed to get started. Use Social Media or Single Sign-On (SSO) to speed up the registration process post-install.

Monitoring and Analysis

Optimizing TTI is an ongoing process. Analyze your lookback windows (the timeframe for attribution) to ensure you are accurately crediting paid ads versus organic growth. By examining TTI curves, you can determine the appropriate window to capture impact without including unrelated organic factors.