How to track uninstalls and win back lost users

Users engage with 10 apps a day and 30 a month, yet many of those apps don’t stay on their devices for long. If you're only measuring installs, you’re missing a key part of the picture—uninstalls tell an equally important story.

Every uninstall is a signal—it highlights potential user experience (UX) friction points, misaligned expectations, or shifting user behavior. Uninstall tracking isn’t just about measuring loss, it provides clear insights into when and where users drop off, helping marketers identify patterns and act accordingly.

In this blog, we break down how to measure and analyze uninstalls effectively and what this data reveals about app performance. Let’s dive in.

Install data shows how many users enter an app, but it doesn’t explain who stays, who leaves, and why. Uninstalls confirm when a user removes an app, but the reason isn’t always dissatisfaction. Many deletions happen due to storage limitations, device changes, or one-time-use cases​. Others disengage long before uninstalling, making it crucial to analyze user behavior leading up to the drop-off, rather than relying on uninstall rates alone.

For example, a finance app might see a high uninstall rate due to a lengthy verification process, while a gaming app may experience frequent uninstalls after users complete early levels or lose interest due to difficult increases. Without assessing in-app behavior and session activity, however, marketers can only guess what ultimately leads to an uninstall.

That’s why uninstall trends should be analyzed alongside engagement data. In some verticals, like travel and gaming, reinstalls are common, meaning an uninstall doesn’t always mark the end of the user journey​. By identifying patterns early, marketers can refine strategies, mitigate uninstall risks, and gain a clearer understanding of user intent.

In 2024, Android apps recorded an average uninstall rate of 66%, significantly higher than iOS at 23%. This means that 66% of all Android installs within the year resulted in an uninstall, compared to just 23% of iOS installs.

Gaming apps had the highest rates on both platforms, with 80% of Android users uninstalling compared to 34% on iOS. Social apps followed a similar trend, with 71% uninstalls on Android vs. 36% on iOS.

App uninstall rate by platform 2024 (Global)

In 2024, LATAM reported the highest overall uninstall rate at 68%, while MENA had the lowest at 46%. This means that more than two-thirds of all app installs in LATAM resulted in an uninstall, compared to less than half in MENA.

With Adjust’s uninstall and reinstall tracking, marketers gain visibility into when and where users drop off, enabling data-backed optimizations. Adjust uses silent push notifications—a background signal that allows apps to detect when they have been removed from a user’s device. Unlike standard push notifications, these are invisible to the user and operate solely to verify the app’s presence. You can read more about the specifics of uninstall tracking for iOS and Android on our Help Center.

Accessing uninstall and reinstall data

Part of our Analyze pillar, Adjust’s Datascape provides a comprehensive overview of uninstall behavior, allowing marketers to track app deletions, identify patterns over time, and evaluate factors influencing user drop-off. Through uninstall and cohort-based uninstall tracking, teams can make informed optimizations across acquisition, engagement, and product experience.

For real-time tracking and deeper integration, Adjust offers uninstall callbacks, which integrate uninstall data directly into internal analytics systems for immediate action—whether for automated re-engagement or diagnosing app performance issues.

Reinstall tracking: Measuring user comebacks

Not all uninstalls are permanent—some users return, and Adjust helps track these comebacks by distinguishing between organic reinstalls and reattribution reinstalls. Organic reinstalls occur when users return to an app independently, without external influence. Reattribution reinstalls happen when a user reinstalls after engaging with a retargeting campaign or ad. 

By tracking reinstalls, marketers can assess which users return post-uninstall, how they come back, and whether marketing efforts influenced their decision.

Uninstall data is a powerful tool for diagnosing app performance issues and optimizing user experience. One of the most immediate applications is troubleshooting UX issues. A sudden spike in uninstalls after an update often signals bugs or friction points. Identifying these patterns early helps product teams resolve problems before they escalate.

Uninstall insights also reveal onboarding weaknesses. If users drop off early, it may indicate friction in the signup process or a failure to deliver immediate value. Reviewing uninstall trends in the first few sessions allows marketers to refine onboarding flows and improve feature adoption, turning initial installs into long-term users.

Many users return to an app when given the right incentive. With Adjust Engage, marketers can create audiences  and leverage deep linking to guide returning users to specific in-app destinations. For example, a streaming app can segment users who uninstalled after their free trial ended. Using a deep link in retargeting ads or email offers, these users can be funneled directly to a personalized re-subscription page within the app—bypassing extra steps and increasing the likelihood of conversion.

Uninstalls are inevitable, but you can take proactive and data-driven action. Schedule a demo with Adjust and start measuring and understanding your uninstall data today.