The user life cycle of an application is far from being linear. The final goal of the mobile marketing team goes beyond simple conversion, focusing on maintaining user engagement. This is increasingly difficult, since the rates of abandonment of apps are close to 80%, as picked up by Adjust, a leading mobile attribution company, in its latest ebook entitled Closing the loop: Understanding the app user lifecycle. The positive part is that many of the users who leave or uninstall an application will use it again after a while. Adjust estimates the percentage of users who reinstall an application after uninstalling it by 40%.
Dropout rates vary among different types of applications. Entertainment and Lifestyle are what users uninstall most quickly. At the opposite end, eCommerce and Travel are located. As far as reinstallation is concerned, Lifestyle, Social and Games are those that show the highest rates.
Attributing and correctly analyzing the different interactions each user of an application is both complex and essential. This would be an example of the life cycle of an average user:
- The user installs the application and performs different types of activities (opening, purchase, levels played …).
- After a while, your interest wanes and you stop using the app. At this point there are two options, keep the application in the terminal but not use it or directly uninstall it.
- The user is impacted by one or more retargeting campaigns.
- In the ideal scenario, the user converts again and his activity is recorded as a reattribution.
It is important to have a mobile attribution provider (or with your own solution) to identify when a user reinstalls an app and does not post it as a new download. It is not a new user, but one that knows the app and decides to return; Loyalty is usually more profitable in the long term than trying to achieve it with a new user. Another important aspect is not to identify as a new installation what is simply a session of a user who has not used the application in a long time. Some mobile attribution providers eliminate their customer data after 90 days, so that if a user leaves the application, stops using it, and reopens it after seeing an advertisement after more than three months, it would be counted as a new one. download, attributed to the corresponding retargeting campaign, forcing the advertiser to pay for an installation that is really just a session.
Therefore, it is essential to have uninstallation and reinstallation data in order to properly analyze the success of the retargeting campaigns, which are so important for the profitability of the applications since the users impacted by them generate 37% more income than the new users.
In addition, the data of uninstallation and reinstallation allow to evaluate with precision the quality of the acquisition channels, identify those that allow acquiring the most valuable users, those that show the highest engagement and, therefore, those that are worth including as audience. of the retargeting campaigns.