We'll start with a quick definition to be on the same page. Incentivized traffic—can also be called motivated traffic, ASO traffic, or incentive traffic—refers to real users who take specific actions, like installing apps or leaving reviews, in exchange for rewards. These incentives (hence the name) can be cash, bonuses, or other perks.

It’s a common strategy for promoting apps and increasing engagement on platforms like YouTube and social media.

App store search is the largest source of organic users, and the top positions grab the most attention—up to 70% of installs come from the top three results. So, if an app isn’t ranked there, it misses out on many organic installs.

Incentivized traffic can help influence ranking algorithms, pushing an app up the search results.

When a user searches for a keyword, finds an app, and installs it, app stores see this as a positive signal of relevance to the search query and boost its ranking. As a result, the app moves up in the rankings, making it more visible to organic users who download and install it without any incentives.

Typically, incentivized traffic works as the initial booster.

In the beginning, incentivized installs outnumber organic ones. But as the app rises in search rankings, organic traffic grows. Once the app reaches the top spots, you can gradually reduce the amount of incentivized installs to maintain those high positions.

It's worth noting that incentivized traffic isn’t the only factor affecting an app’s visibility and success. For search-based promotion to lead to a steady stream of organic users, your app page needs to be optimized before the campaign starts, making it as appealing as possible to users.

There are a few key ways to make the most of incentivized traffic in mobile marketing. The most popular and effective strategies include ranking for specific keywords, holding onto top positions, boosting ratings and reviews, and running CPE campaigns. Let’s take a closer look at each of these.

Incentivized installs tied to specific keywords help the app store algorithms recognize that a particular query is relevant to the app. As mentioned, when users search for those keywords and install the app, it sends a positive signal to the algorithms, boosting the app ranking. As the ranking improves, the app gains more visibility, which leads to higher organic installs over time.

It's a key tactic to get your app in front of more users, particularly in competitive categories where organic growth alone may take longer.

Once an app reaches the top positions in search results, keeping it there can be a challenge. A small volume of incentivized traffic helps maintain these positions by signaling to the algorithms that the app is still relevant and actively engaged. This strategy can also increase the likelihood of recouping marketing investments. Since organic installs typically follow the top-ranked apps, maintaining a strong presence at the top is crucial for sustained growth.

Regular and controlled incentivized installs might help prevent any drops in ranking due to algorithm updates or seasonal shifts in user behavior.

An incentivized install paired with a positive review—especially a five-star rating—helps recalibrate the app’s overall score. It can work best for apps that may have received a lower rating earlier but have since improved their functionality or user experience. Beyond ratings, incentivized traffic can boost specific reviews.

Encouraging positive reviews and downvoting negative ones can push desirable content to the top, signaling to users and algorithms that these reviews are more relevant and helpful. However, it's critical to approach this with caution, as excessive manipulation of ratings can be flagged by app stores.

Incentivized users can go beyond simply installing the app and engage with it more meaningfully through cost-per-engagement (CPE) campaigns. These can include tasks like clicking on specific interface elements, watching videos, completing surveys, or even reaching certain levels in a game. This type of engagement goes an extra mile in demonstrating user interest and interaction with the app, providing valuable data to improve retention and long-term user engagement. CPE campaigns also attract a more invested audience, some of whom may become loyal, long-term users. This type of traffic not only boosts app visibility but can also help enhance user retention rates, which is a part of the app’s success in the long run.

While handling incentivized traffic on your own is possible, it requires a careful, well-thought-out approach. As mentioned, certain risks are involved, and without the right expertise, the results can take much longer or fall short of expectations. At this point, relying on professional ASO agencies and services might be a wiser and more efficient strategy.

The process typically involves posting app install tasks on a platform where incentivized users—real people using personal devices—can access them. After completing the task, the system verifies the action, and payment is processed only once confirmed.

Targeting the US and EU markets, you might consider LoveMobile to become a trusted partner in incentivized traffic. With years of experience, LoveMobile has empowered over 300 apps to rise above the competition on platforms like App Store and Google Play. Partnering with a team like LoveMobile means access to experts who can craft a strategy tailored to your app’s needs, ensuring care and attention at every step.

As mentioned earlier, working with incentivized traffic can be a highly effective strategy. Many successful brands—both large and small—use incentivized traffic to boost their app visibility and attract organic users. However, since this tactic can artificially influence an app’s ranking and rating, it’s important to use it wisely. Misusing it can lead to undesirable consequences, but when done correctly, it can be a powerful tool for growth.

• Quick visibility boost. Motivated traffic is one of the fastest ways to climb to the top of search results and improve your app’s ratings.

• Long-term impact. Strategic search promotion can pay off in the long run. If your app stays at the top for months, the overall cost of acquiring organic users can significantly drop.

• Low entry cost. With a relatively small budget, you can test incentivized traffic and see tangible results. For example, a campaign for the Welly app in the Health & Fitness category started with just about $50 and saw a 400% increase in visibility and 2.5x growth in organic installs.

• Control and predictability. You can calculate how many incentivized ratings are needed and estimate how long it will take to achieve the desired outcome.

Potential for loyal users. Some incentivized users, if they like the app, will continue to use it even after the reward is received.

Like any marketing strategy, working with incentivized traffic requires understanding various platforms' unique rules and behaviors to achieve the best results. Each app store has its own set of guidelines that can impact how incentivized traffic is received.

Let’s look at the specifics for the App Store and Google Play.

You might want to balance incentivized and organic installs in the App Store. A sudden spike in your app installs can trigger Apple’s algorithms, and they might flag it as suspicious.

The same applies to a sudden increase in ratings and reviews. For example, attracting 1,000 incentivized daily users when your app typically receives only 50 organic installs could raise concerns and negatively affect your ranking.

Excessive use of incentivized traffic may lead to ranking penalties or even a PLA (potential loss of account) warning from the App Store. To prevent these risks, it would be wiser to carefully manage the volume of incentivized traffic and avoid dramatic shifts in activity that could appear unnatural to Apple’s algorithms.

Google Play tends to be more lenient with incentivized traffic. When used correctly, we haven’t seen significant issues with ranking penalties or removal from search results.

However, apps in several categories—such as casinos, betting platforms, or gambling apps—face an increased risk of removal from Google Play, regardless of their traffic sources. You might want to comply with Google Play’s guidelines to avoid issues with your app.

As you can see, each app store has its guidelines and best practices to consider. That's to say, if you’re new to incentivized traffic, you might want to consult with an agency or a platform manager. At LoveMobile, account management support is a part of the incentivized traffic acquisition cost, and no additional fees are required.

Long story short, incentivized traffic can be a powerful tool when used strategically, but it’s not a one-size-fits-all solution. When used strategically, it can give your app the boost it needs to climb app store rankings faster.

LoveMobile can become the partner you might need to help improve your app’s ranking in the App Store and Google Play.

What LoveMobile offers:

• Higher search rankings in the App Store and Google Play
• Rating and review optimization to build credibility
• Free analytics for keyword rankings and competitive insights

Plus, when you target the right audience, incentivized traffic can help attract users who stick around and engage with your app. LoveMobile provides user segmentation based on gender, age, and location, ensuring your campaigns reach the right people.

Built-in analytics tools include:

• App dashboard—to track ratings, ASO status, reviews, competitors, and campaign performance
• Ranking tracker—to provides real-time insights, as it updates six times a day
• Competitor monitoring—to compare visibility and plan budget strategies to stay ahead
• Search query suggestions—to discover the most relevant and high-traffic keywords used by real users

Let's make incentivized traffic work for you the best way.