Purchase events, churn rate, retention, these are all important performance indicators for measuring your app’s success. However, there is one core metric that is the centerpiece of it all. Uninstall tracking is one of the most important pieces of the marketing puzzle. Here are the top four reasons you need to track uninstalls more closely.
1. Reduce Churn
Churn is an app’s vital check. How long does a user engage with your app before uninstalling? At what point does a user remove the app from their device?
Detailed uninstall tracking allows you the ability to pinpoint where along the user journey they abandoned engagement. Enabling a predictive churn algorithm can enhance these insights even further by labeling user segments with a predictive churn score. Identifying which users churn quicker than others can help to tailor marketing efforts and limit exponential spending.
2. Automate an Audience Suppression List
Device-level uninstall reporting can help to tailor your marketing efforts even further. By utilizing a syndicated list of unique device IDs of users who have already churned, you can curate an automated list for suppression to use toward your media campaigns. With this additional layering of suppressed devices, your media cost is spent more efficiently toward accurately identified potential users.
3. Identify UI/UX Issues
Tracking uninstall patterns may reveal more than just user characteristics. Identifying the exact level of a customer’s drop off may pinpoint an issue within the User Interface or user experience. If the data starts to show a large portion of users abandoning at a certain level or on a certain part of the purchase funnel it may indicate an issue within the app. Catching these types of glitches early is crucial to limiting unnecessary churn.
4. Competitive Awareness
You have tailored your audience to market toward low-level churn prospects. Your development team has fixed all identified bugs, but are still seeing a significant spike in uninstalls. Try taking a look at the app store. It’s possible a competitor has made a large marketing splash to drive increased brand awareness, or a new app has been introduced into the marketplace causing users to make the switch. Comparing your app’s uninstall numbers to another brand’s install spikes can help to establish where your churned users may have landed.
In summary, uninstall tracking has proven to be a key success factor when gauging the true performance of your app, not just in your marketing mix.