Did you know that 25% of all app downloads are only used once, and more than 1 in every 2 downloaded Android apps are uninstalled within 30 days of being downloaded.
It might seem like a win when you see those install numbers climbing. Not quite. The world of mobile marketing doesn’t reward a high install count alone; it’s all about what happens after the user hits ‘download’. Smart user acquisition teams know that installs are just the beginning. To really win in this game, you need to track down-funnel engagement, also known as post-install engagement — everything that happens after the app is on a user’s phone. From in-app purchases to subscriptions, post-install events are where the true return on investment (ROI) lies.
Let’s explore why post-install engagement is key to maximizing ROAS (return on ad spend) and building a loyal user base.
Global Android App Uninstall Rates: The Retention Challenge
Uninstall rates are rising globally, underscoring the need to improve post-install engagement. Here are recent stats on Android app uninstall rates by country:
- Argentina: 65.3%
- Vietnam: 62.83%
- Brazil: 62.18%
- Indonesia: 61.56%
- Turkey: 61.39%
- Russia: 59.83%
- India: 58.93%
- Thailand: 57.28%
- Mexico: 56.84%
- South Korea: 54.33%
- Japan: 54.03%
- France: 52.78%
- Germany: 52.65%
- United Kingdom: 47.82%
- United States: 46.76%
(Source: Statista, uninstall rate after 30 days, October to November 2023)
With uninstall rates this high, retaining users and driving engagement after installation is key for any app aiming to succeed in the marketplace.
Setting Smart KPIs for Post-Install Engagement
Focusing solely on installs is like celebrating before the match is won. Today’s savvy mobile marketers are shifting focus from cost-per-install (CPI) to more meaningful metrics—those that provide insights into how users actually engage with the app. The real gold lies in understanding:
- Who’s making in-app purchases?
- Are users returning after the first day?
- Which features or content are driving engagement?
- How many users are signing up for subscriptions?
Tracking these down-funnel events is essential. It’s how you separate fleeting installs from loyal, revenue-generating users. This is where mobile marketers should set Smart KPIs—not just acquisition metrics, but behaviors like retention rates, in-app purchases, and session lengths. These tell the real story of how users interact with the app over time.
Optimizing for ROAS: It’s Not Just About Installs
The pressure to show results is higher than ever. Brands want to see more than just installs; they need to know their campaigns are delivering long-term value. This is where post-install optimization comes in. It’s about understanding which users are worth re-engaging, which aren’t, and how to make sure that those installs turn into real value.
Take Exness as an example. Instead of just chasing installs, Exness focused on optimizing post-install actions like account creation and in-app trades. By using AVOW Intelligence to analyze post-install behavior across mobile OEM channels, we helped them achieve a 90% ROAS. That success wasn’t just about getting users to download the app—it was about keeping them active and engaged, ensuring they drove revenue long after installation.
Using Smart KPIs to Track Post-Install Events
If you’re not already tracking post-install events, you’re leaving money on the table. A well-designed mobile campaign goes beyond basic installs and focuses on Smart KPIs to identify which users are valuable in the long run. The following KPIs help you pinpoint user value beyond the initial download:
- Retention Rates: How many users stick around after Day 1? Day 7? Day 30?
- In-App Purchases: What percentage of users convert into paying customers?
- Session Lengths: How much time are users spending in-app?
- Subscription Rates: Are users subscribing or signing up for long-term value?
These metrics provide a clear picture of where your users are in the funnel and what drives their behavior. AVOW Intelligence helps you set these KPIs and optimize your campaigns based on real-time insights, ensuring you’re always focusing on the actions that matter most for your app’s success.
Benefits of Post-Install Engagement
- Enhancing User Retention: Keeps users engaged and reduce churn shortly after download.
- Maximizing Lifetime Value (LTV): Increases user value through sustained conversions and purchases.
- Strengthening Brand Loyalty: Build loyalty, leading to more recommendations and positive word-of-mouth.
- Leveraging Push Notifications: Re-engage users with timely, personalized messages that encourage app use.
- Gamification and Rewards: Incorporate challenges and rewards to motivate users and encourage regular engagement.
- Personalized Content: Customized experiences based on user preferences to boost ongoing engagement.
Real-Time Insights: The Power of Responsive Post-Install Engagement
Timing is everything. In the fast-paced world of mobile advertising, having real-time insights can mean the difference between a wasted ad budget and a successful campaign. With tools like AVOW Intelligence, marketers can see user behavior as it happens and adjust strategies instantly. Imagine seeing a sudden drop in engagement on a new campaign and being able to pivot immediately—targeting a more engaged user base or refining your messaging.
By having a system in place that tracks post-install events in real time, brands can focus on retargeting the right users, increasing re-engagement, and pushing towards higher-value actions like subscriptions or in-app purchases.
Final Thoughts: Focus on Post-Install Engagement for Lasting Impact
For mobile marketers, the install is just the beginning. The real challenge is ensuring those users stick around, engage with the app, and drive revenue over time. By focusing on post-install events and setting Smart KPIs, you can optimize your campaigns for long-term success and higher ROAS.
At AVOW, we believe in the power of down-funnel optimization. Through our AVOW Intelligence tool, we help brands track, analyze, and optimize for post-install engagement, ensuring that every install isn’t just another number, but a valuable user ready to contribute to your app’s success.
It’s time to look beyond the install and unlock the full potential of your app marketing strategy.
Start transforming installs into lasting value – contact AVOW to take your app’s success to the next level today!
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