Yes, but some things to consider:
- organic users' monetization performance often is worse than that of paid users. Applying an uplift on installs is likely skewed: if you arrive at an estimate that organic installs uplift is 0.2 of paid installs, most likely the appropriate revenue uplift factor is more like 0.1 or less (depending on how high the quality of your paid users is)
- when calculating the uplift factor, analyze your baseline granularly: search traffic that you get based on competitor or category keywords moves significantly less than search traffic for your brand. And if there is not a significantly different trend in organic traffic in countries where you run paid acquisition vs. where you don't, then likely other factors are at play.
- we've experimented with loads of different models, and what has been working best for us is rather going aggressive on attribution lookback windows instead of applying generous static uplift factors. For example: Facebook's default setting is 28d click and 1d view attribution. If you set this to 28d click and 28d view, Facebook will already track around 20-30% more revenue than with the default setting. Of course an argument can be made that Facebook is incentivized to overstate their effectiveness (versus other channels), but I believe the accuracy of their method is still better than a static factor model.
- In most cases I've seen and worked on, after a launch period the correlation between organic and paid traffic becomes smaller unless you change your campaign strategy (chart pushes / volume campaigns have a different organics impact than strict direct ROAS campaigns).
- because of that last point, in general I'd advise caution unless you're in some kind of competitive landgrab situation. The potential bottom line contribution you burn by misattributing organic revenue and overspending on UA can be way more painful for your business' health than scaling a little slower. Monitor your bottom line, and if it looks like this, something's going wrong:
(these are things I have observed and applied for mobile games - I don't have experience with other types of apps)