Introduction

When a user uninstalls an app, it becomes critical for the business to understand the reason for uninstallation. Understanding these reasons and the touch points where the user uninstalls the app helps the brand to gain insights on their users' behavior. It also helps them create communication that will be more relevant to the mentioned reason. For more information, refer to Uninstalls tracking and analysis.

In this article, we will understand the uninstall numbers from Analytics, understand the user path to uninstallation, and then perform the funnel analysis of uninstallation.

Expected Result

We can get an overall understanding of the touch points and the events done by the user before the uninstall event gets registered. This will be achieved by the analysis on the Uninstall events and users, backtracking the events from Uninstall. One of the major reasons for uninstallation is getting an irrelevant campaign. We will have an outcome as a funnel chart here.

Understand the Uninstall Numbers

In this section, let us understand the uninstall numbers from the Analyze section.

1. Navigate to Analyze > Uninstalls. You can check the trend of how many uninstalls have happened in which particular time frame. You get the analysis here at the user level and at the event level.
   The date range of these uninstalls will help you chart the user path for a deeper understanding in the next step.
2. Select the analysis by user attribute or event attribute. For example, uninstalls happening divided by the users' city.
   
   

Understand the User Paths to Map the User Events

In this section, let us understand the user paths to map the user events before uninstalls.

1. Navigate to Analyze > User Paths. Select the user path analysis "Ending With" the "Uninstalled from device".
2. Select the User path window to be the number of hours that you want to track for the events happening before uninstall. The User path steps are the number of levels you want before a user does uninstallation. Read more about User Paths in this document.
   
3. The Chart for user paths helps you understand the major events and touch points that led to uninstallation on the particular date range selected by you.
   

   

Perform the Funnel Analysis of Uninstalls Happened After a Campaign is Received

In this section, let us perform the funnel analysis of uninstalls happened after a campaign is received.

1. Navigate to Analyze > Funnels.
2. Under Steps, select the first event as "Notification Received Android" or "Notification Received iOS" and the next event as "Uninstalled from device".
3. In the Funnel Options section:
   1. From the Funnel Type drop-down list, select the "Funnel - Unique Users" option.
   2. In the Duration field, set the duration based on your analysis choice.
   3. From the Funnel split drop-down list, select Step 1 and then select "Campaign Name" or "Readable Campaign" to understand the top contributors to uninstallation.
   4. Keep the Funnel window short enough to attribute the uninstall to that particular campaign.
      
      

Conclusion

In this use case, we understood the uninstall numbers from Analytics, understand the user path to uninstallation, and then performed the funnel analysis of uninstallation.

An in-depth analysis on the uninstalled events and users requires a significant effort. But after this reporting is done, it yields more than enough insights to plan the overall strategy and base the messaging to different cohorts. This will bring an uptick in the reacquired users.