25%. That’s the global percentage of downloaded apps used only once. Rather alarmingly, more than 1 in every 2 downloaded Android apps are uninstalled within 30 days of being downloaded, which already includes a 10% reduction in uninstalls as compared to 2022.

It might seem like a win when you see those install numbers climbing. Not quite. High install counts alone are not rewarded in the world of mobile marketing; what happens after the user hits ‘download’ is just as — if not more — important.  Smart user acquisition teams know that installs are just the beginning. To really win in this game, you need to track down-funnel 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 dive into why post-install engagement is key to maximizing ROAS (return on ad spend) and building a loyal user base.

Global Android app uninstall rates: Retention, where art thou?

Global uninstall rates are increasing, highlighting the necessity for enhancing post-install user engagement. Below are the latest statistics regarding Android app uninstall rates organized by country.

Global Android app uninstall rates

Source: Statista

Given the high uninstall rates, retaining users and fostering engagement post-installation is crucial for any app striving to succeed in the marketplace.

Post-install metrics: Get smart

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?

It is crucial to track these down-funnel events. That is 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 metrics reveal the genuine pattern of user engagement with the app over time.

Optimizing for ROAS: It’s more than just gaining 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 Kredivo as an example. Instead of just chasing installs, Kredivo focused on optimizing post-install actions like account creation and loan applications. By using AVOW Intelligence to analyze post-install behavior across mobile OEM channels, we helped them achieve a 46% install-to-loan application ratio and 4.7x growth in user spending. 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.

Tracking post-install events with smart KPIs

If you aren’t currently tracking post-install events, you might be missing out on potential revenue. A well-designed mobile campaign should go beyond simply measuring app installs; it should also focus on Smart KPIs to determine which users will provide long-term value.

The following KPIs can help you identify user value beyond just 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 offer a clear view of your users’ positions in the funnel and the factors that influence their behavior. AVOW Intelligence assists you in establishing these KPIs and optimizing your campaigns with real-time insights. This ensures that you are consistently focusing on the actions that are most crucial for your app’s success.

Benefits of post-install engagement

  • Enhancing user retention: Keeps users engaged and reduces 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.

The power of responsive post-install engagement with real-time insights

Timing is everything in the fast-paced world of mobile advertising, and having real-time insights can mean the difference between a wasted ad budget or a successful campaign. With tools like AVOW Intelligence, marketers can see user behavior as it happens and adjust strategies instantly. Imagine noticing a sudden decline in engagement for a new campaign, allowing for an immediate pivot—whether 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

The install is just the beginning for mobile marketers. The real challenge lies in ensuring those users stick around, engage with the app, and drive revenue over time. Focusing on post-install events and setting Smart KPIs 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 with AVOW.