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Organics are the holy grail of installs and their perceived mystery is part of their appeal. They’re the hard-to-quantify reward for a job well done. And when it comes to creative testing for organics, it's time to focus more on identifying and targeting prospects based on their shared mindset.

As testing on the app store involves sending dedicated traffic to an app store replica sandbox environment through a paid UA campaign (in most cases via Facebook), the question is simple: Can you use paid traffic as a proxy for organics?

The short answer is yes, the more interesting question, though, is how.