Uninstall and Reinstall Tracking are live

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We’re closing the user life cycle loop: Uninstall and Reinstall Tracking are now live, and available to everyone.

From today, uninstall and reinstall data can be tracked and reported automatically in your deliverables and cohorts reports as brand-new events. This release will give you much more insight into why users leave, and helps you work out the best ways to bring them back.


What do Uninstall and Reinstall Tracking do for you?

Uninstall and reinstall data have great potential to improve your approach to holistic app marketing. They have great application for identifying when your users churn and will help you identify when to engage them, leading to churned users reinstalling your app, increasing a user’s app lifecycle and their LTV. Reinstall reports give you highly valuable data about the engagement campaigns that work to reach churned users, which further optimizes ROI, ROAS and LTV.

You can also plug uninstall and reinstall data into Audience Builder to re-engage users who’ve churned, and target them with messaging based on their last interactions with your app.


How do Uninstall and Reinstall Tracking work?

There are several steps that we take to measure uninstalls and reinstalls:

  • First, Adjust sends a ‘silent’ push notification to the user’s device. The user does not see these notifications, as they are made to be invisible.
  • Our backend leverages the response from the notification server – and will either find the app, not find the app, or return a finding of ‘unsure’ (if the device isn’t found, for example). This determines if the app has been uninstalled.
  • After Adjust detects an uninstall, we stop sending push notifications to that specific device.
  • If we see a new session coming from a device that had previously uninstalled the app, we will track that as a reinstall event.


What will you see in Adjust’s dashboard?

If a user organically reinstalls an app, both the original attribution and subsequent reinstall are attributed to the original source.

If a user clicks on a retargeting campaign ad and then reinstalls the app, the credit goes to the last engagement. This means that the reinstall is also a reattribution - this is a different event and is called a ‘reattribution reinstall’.

These KPIs allow you to see how many users churn, how many return, and whether your re-engagement campaigns are really effective.


How can I activate Uninstall and Reinstall Tracking?

Uninstall and reinstall events are tracked automatically after your push notification credentials are set within the dashboard as a new in-app event (KPI).

For more information, please take a look at our documentation.


How will this affect placeholders and KPIs?

A few technical changes have been made to our dashboard, please find a list of altered or new placeholders and KPIs below:


New KPIs

  • Uninstalls
  • Reinstalls
  • Reattribution_reinstalls
  • Uninstalls (cohorted)

Cohort KPIs

  • Uninstalls per day
  • Uninstalls total
  • Reinstalls per day
  • Reinstalls total

Placeholders

  • {time_to_uninstall} (time from install to uninstall)
  • {time_to_reinstall} (time from uninstall to reinstall)
  • {uninstalled_at} - Time of uninstall
  • {reinstalled_at} - Time of reinstall

Callbacks and s3 upload events

  • Uninstall
  • Reinstall
  • Reattribution_reinstall


Uninstall and Reinstall Tracking are available as a package to everyone. Get in contact with your sales representative, dedicated account manager or support team for more details.