Mobile marketers use their data and creativity to find a competitive edge over their competition. Every new user acquired and retained, every small uptick in revenue is another lesson learned, another data point upon which they can optimize and improve their performance. As it is often said, businesses can learn as much from their losses as their wins. Uninstall attribution provides a powerful signal that a loss has occurred, providing marketers with invaluable insights and a competitive edge.
AppsFlyer empowers marketers with uninstall attribution data on iOS and Android devices, telling marketers not just which users uninstalled their apps, but attributing uninstalls back to the originating media source and campaign. Uninstall attribution data is available in the Aggregate Performance Report in the Overview Dashboard and is also available for export right from this dashboard.
The many uses of app uninstall analytics
Like all data points, collecting the data is only half the battle. With AppsFlyer uninstall attribution is baked right into our standard SDK. Now that you know who has uninstalled and where they came from, let’s dive into the many powerful ways this data can be used.
Uninstall Data Helps You Understand Your User Lifecycle
Uninstall insights can help improve your user-acquisition retention rates. Look at which networks deliver the weakest retention and lower your spend, while reinvesting in campaigns that deliver the strongest retention rates. For example, let’s say you’re working with Networks X, Y and Z. Using the uninstall information at your fingertips, you realize that you’re bleeding users on iOS from network Y. You may decide to shift your budget to Android campaigns only as a way to optimize your spend, or to lower your spend with Network Y and shift it to another network.
Another possible scenario is that you see that with Network Z, you have a 50% uninstall rate on both iOS and Android devices. Then you might consider removing Network Z as one of your media sources completely because it’s not helping you achieve your KPIs.
Improving ASO with Uninstall Data
It’s important to bear in mind that your ranking in Google Play and the App Store is impacted by your install volume. The more installs you have, the higher your organic ranking will be. At the same time, uninstalls can hurt your organic rankings. Optimizing your media sources based on both install and uninstall data will help boost your app store ranking and your organic multipliers.
Improving Retention and Usability with Uninstall Insights
Just because someone has uninstalled your app, doesn’t mean that they have reached the end of their value, Analyzing app activity and user-journeys may reveal problematic user-flows, as well as opportunities to re-acquire these users. Well crafted retargeting campaigns targeting these users’ interests or activities can drive re-installs and re-acquire high-value customers. An uninstall isn’t the end of the journey. You got some lemons, now go enjoy some lemonade. Use your uninstall data to meet your strategic goals, and turn your negative metrics into positive business opportunities.
Are you an eCommerce app? Perhaps users downloaded the app for the holiday season and then uninstalled it because they achieved their goal. Similarly, if you’re a dating app, the user may uninstall the app because he/she is in a serious relationship or got married, once again demonstrating success. Interesting enough, in the gaming vertical, this is a trend that is seen with gambling games. Many users uninstall the game to hide it from significant others and then re-install it.
The Bottom Line On Uninstall Attribution
As marketers, we learn as much from our failures as our successes. Uninstall attribution is a powerful data point and when used strategically can dramatically improve mobile app marketing performance.