Unlike incentivized traffic, non-incent traffic is a type of mobile ad traffic where users are coming from “no reward offered” ad campaigns. Users coming from those campaigns are much more engaged, quality, and retaining. 

While advertisers expect a huge volume of downloads for the sake of organic uplift and top ranking in app stores in incentivized traffic, in non-incent traffic, advertisers aim to acquire quality users with high LTV (lifetime value), high retention rate, and low churn rate.