Introduction

Users might uninstall an app for various reasons, including poor user experience (UX), lack of value, excessive ads, privacy concerns, performance issues, confusing onboarding process, battery drain, storage issues, lack of updates, irrelevant campaigns, and not meeting their expectations. When a user uninstalls an app, it becomes critical for the business/brand to understand the reason for uninstallation.

Advantages of identifying reasons for users uninstalling the app

• Understanding user behavior: Understanding these reasons and the touchpoints where the user uninstalls the app helps the brand gain insights into its users' behavior.
• Creating relevant communication: Understanding these reasons also allows you to create more relevant communication to the mentioned reason. For more information, refer to Uninstalls.
• Improving user experience: Identifying the reasons for uninstalls allows you to address specific problems, leading to a better overall user experience.
• Preventing future uninstalls: By understanding the reasons for uninstalls, you can proactively address potential issues and prevent users from uninstalling the app in the first place.
• Improving retention: By addressing the reasons for uninstalls, you can improve user retention and reduce churn, ultimately leading to a more engaged and loyal user base.

We will achieve this use case in three steps:

1. Understand the number of uninstalls
2. Understand the user paths
3. Perform the funnel analysis of uninstalls

Expected Result

You will gain an overall understanding of the touchpoints and events the user performs before the uninstall event is registered. You will have a report of the uninstall events and a visualization backtracking the events from uninstall. You will have an outcome as a funnel chart for uninstalls after a campaign is received.

Step 1: Understand the Number of Uninstalls

In this section, we will understand the number of uninstalls from the Analyze section.

1. On the left navigation menu in the MoEngage dashboard, click Analyze, and then click Uninstalls. You can check the trend of the number of uninstalls that have occurred for a particular time frame. The analysis here is at the user and event levels. The Users tab provides a unique count of uninstalls. On the other hand, the Events tab provides the count of uninstalled events regardless of whether the uninstall is unique or duplicated. For more information, refer to Uninstall.
2. The Uninstalls By Time section provides granularity options for viewing the metrics. You can view daily, weekly, or monthly uninstalls for a time range and platform.
   The chart obtained shows the total uninstall count for a set time.
3. The Uninstall By Attribute section helps you filter the uninstalls by a specific attribute. For example, set uninstalls occurring with the users' Last Known City attribute. The chart obtained shows the count of uninstalls linked to that specific attribute.
   
   

Step 2: Understand the User Paths

In this section, we will understand the user paths for uninstallation. This will help us map the events that occur before uninstallation.

1. On the left navigation menu in the MoEngage dashboard, click Analyze, and then click User Paths. Because we are visualizing the path to uninstall, select the user path Ending With and the attribute Uninstalled from device under Show user paths analysis.
2. Use the default segment option and perform the analysis for All users.
3. Select the User path window as 4 hours. This is the number of hours you want to track for the events occurring before the uninstall.
4. Select the User path steps as 5. These are the number of levels you want to track before a user performs an uninstallation. For more information, refer to User Paths.
   
5. The Chart for user paths section helps you understand the significant events and touchpoints that led to the app's uninstallation on the particular date range you selected. For more information on reading the user paths chart, refer to Understanding Chart.
   

   

Step 3: Perform the Funnel Analysis of Uninstalls

In this section, we will perform a funnel analysis of uninstalls that occurred after the user received a Push campaign.

1. On the left navigation menu in the MoEngage dashboard, click Analyze, and then click Funnels.
2. Under Steps, define the first event as Notification Received Android OR Notification Received iOS because we want to analyze the uninstalls after a Push campaign is received. Select the second event as Uninstalled from device.
3. For the segmentation filter, select All users.
4. In the Funnel Options section:
   1. In the Funnel Type list, select Funnel - Unique Users. To learn more about the funnel types, refer to Funnels.
   2. In the Duration field, set the duration as the Last 7 Days.
   3. In the Funnel split list, select Step 1 and then select Campaign Name or Readable Campaign to understand the top contributors to uninstallation.
   4. Set the Funnel window as 15 minutes. This should be short enough to attribute the uninstall to that particular campaign.
      
      

Conclusion

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

An in-depth analysis of the uninstalled events and users requires a significant effort. However, after obtaining this report, we will have enough insights to plan the overall strategy and base the messaging on different cohorts.