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 — everything that happens after the app or game 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:
Turkiye sits in the top 5, with uninstall rates above 60%. With uninstall rates this high, retaining users and driving engagement after installation is key for any app aiming to succeed in the marketplace.
Getting Smart About Post-Install Metrics
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.
Turkiye’s App Landscape, Mobile Gaming, and the Metrics that Matter
Turkiye is experiencing major growth in gaming, particularly online gaming. Turkiye boasts 814 active gaming startups, and its capital, Istanbul, is the second largest city in Europe for game studios, with only London hosting more game studios.
Thus, it comes as no surprise that mobile gaming revenues have surged to over US$500 million in the last year, accounting for over half of all gaming revenues in Turkiye. With over 30 million domestic gamers, the question isn’t simply how to entice those gamers to your game but also how to keep them engaged with your game.
Regarding mobile engagement, Turkish users use their mobile devices for an average of 4.5 hours daily. Whilst not reaching the heights of highly mobile-engaged countries like Indonesia, which average over 6 hours per day, Turkiye is still significantly more engaged than European countries such as Germany and Austria, which average under 3.5 hours.
According to an Adjust report, Day 1 gaming retention sits at around 25%, which in relative terms would be considered good given that e-commerce, social, and utility apps hover between 15% and 16%.
However, it does beg the question. Why are games and apps in Turkiye losing 75% to 85% of their user base within a day, and what can game and app developers do to stem this user bleed?
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 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.
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.
AVOW, believes in the power of down-funnel optimization. Through its AVOW Intelligence tool, they 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.
