Как посчитать Installs в SQL

Зачем Installs

Mobile-аналитика начинается с installs. От installs зависят все downstream-метрики (DAU, conversion). 10K installs → 7K активаций → 2K первых покупок.

Что такое Install

Install — событие первой установки приложения на устройстве.

Reinstall — установка на же устройство после uninstall.

Базовый расчёт

Данные: install_events(device_id, user_id, install_type, event_time, platform).

SELECT
    DATE_TRUNC('month', event_time) AS month,
    COUNT(*) AS total_installs,
    COUNT(*) FILTER (WHERE install_type = 'first_install') AS new_installs,
    COUNT(*) FILTER (WHERE install_type = 'reinstall') AS reinstalls
FROM install_events
WHERE event_time >= '2026-01-01'
GROUP BY 1
ORDER BY 1;

Installs vs Reinstalls

WITH stats AS (
    SELECT
        device_id,
        COUNT(*) AS times_installed
    FROM install_events
    GROUP BY device_id
)
SELECT
    CASE
        WHEN times_installed = 1 THEN 'one-time install'
        WHEN times_installed BETWEEN 2 AND 3 THEN '2-3 installs'
        ELSE '4+ installs'
    END AS bucket,
    COUNT(*) AS devices
FROM stats
GROUP BY 1
ORDER BY 1;

Multiple installs same device — uninstall-reinstall cycles. High ratio = serious retention issue.

По channels / OS

SELECT
    DATE_TRUNC('month', event_time) AS month,
    platform,
    install_source,
    COUNT(*) AS installs
FROM install_events
WHERE event_time >= CURRENT_DATE - INTERVAL '90 days'
GROUP BY 1, 2, 3
ORDER BY 1, installs DESC;

Частые ошибки

Ошибка 1. Counting reinstall as install. Reinstall — не new user. Не считайте в acquisition metrics.

Ошибка 2. Cross-device. Юзер на iPhone и iPad — 2 installs. Без user_id unification — overcount.

Ошибка 3. Bot installs. Click-fraud apps. Filter by patterns (immediate uninstall, no session).

Ошибка 4. Sandbox vs production. TestFlight / Play Beta — separately. Don't mix with production installs.

Ошибка 5. Тайм-зона. App Store reports — local time. Server logs — UTC. Зафиксируйте.

Связанные темы

• Как посчитать DAU в SQL
• Как посчитать new users в SQL
• Как посчитать retention в SQL
• Как посчитать activation rate в SQL

FAQ

Installs vs Downloads?

Часто синонимы. Apple: «downloads». Google: «installs».

Installs упали — что делать?

1. Check ASO (rating, screenshots). 2) Paid campaigns spend. 3) App Store featured loss. 4) Seasonality.

CPI (Cost per Install) — норма?

iOS games: $5-30. Android general: $1-5. Финтех iOS: $20-100.

Install vs Activation?

Install — установка. Activation — первый launch + key event. Conversion install→activation 70-90% обычно.

Organic vs Paid installs?

Tracking через MMP (AppsFlyer, Adjust). Organic — без UTM / install_source = organic.