6. There are two types of traffic: incentive and non-incentive one. Incentive traffic costs less but it means that users are actually incentivized to install your mobile app. For instance, they play a game and are asked to install your app in exchange for an exclusive feature being opened, or some gold, or else. If we speak of non-incentive traffic, it’s easy to understand it on the basis of Facebook ads. You see an advertisement, you can scroll through or you can stop by and make a decision to download based on the topic of that app or you just liked the ad banner. This means you were non-incentivized to download it, and such traffic is called non-incentive.