Reporting on Uninstalls and Reinstalls

Last Updated: Jan 24, 2017 03:24PM PST
Uninstall Rate can be a great metric to track as an indicator of low-value users who uninstall your application after installing it. Apsalar's Uninstall Tracking feature allows you to track uninstalls and reinstalls and attribute it back to the paid campaign source. With a few simple steps, you can be on your way to identifying low quality conversions and optimizing your campaigns for high-value users.  Once Uninstall Tracking is enabled for your apps, Reinstall tracking is automatically enabled as well.  This article contains the following guides to configuring and understanding Apsalar Uninstall Tracking.

Getting Started with Android Uninstall Tracking
Getting Started with iOS Uninstall Tracking
How Reinstall Tracking Works
Uninstall and Reinstall Reporting


Note: Apsalar supports tracking uninstall on the iOS and Android platforms. Uninstall tracking for iOS and Android is not a real-time process.
 

Getting Started with Android Uninstall Tracking

Apsalar Android Uninstall tracking is available with Apsalar Android SDK 6.2 and above and an app update is required. 

Start tracking uninstalls for your Android app with 3 simple steps: 

1) Integrate Android SDK 6.2+ 

Uninstall tracking is available in Android SDK version 6.2 and above. For instructions on upgrading your SDK, review our Android SDK integration guide

2) Modify the AndroidManifest.xml 

See the Android SDK uninstall tracking integration guide for details. 

3) Add your Sender ID and Server Key

Apsalar requires a Google Project Number and Server Key for enabling uninstall tracking. Follow the steps below to retrieve these values and enter them in the Apsalar UI. 

  1. Navigate to https://console.firebase.google.com and select the Create New Project button.  Use one FCM project per app.
  2. Enter a Project name and  Country then press Create Project. Choose any name that lets you later identify the project is related to Apsalar.  We recommend naming your project "<app name> uninstall tracking by Apsalar".
  3. On your project Dashboard, Go to the Project Settings. 
  4. Find and select Cloud Messaging tab. Note down the Server key and Sender ID from the Project credentials.

  5. In your Apsalar account, navigate to Applications > Edit for the application for which you want to track uninstalls. Under the Uninstall Tracking section, add the Project Number (Sender ID on Firebase) and Server Key from step 5. 
Apsalar will now begin to track uninstalls for users using the updated version of your application. 

How does it work 

Apsalar has integrated with Google's services to track uninstalls for your applications, as a proxy measure for the quality of traffic you drive through your paid campaigns. This integration uses a different methodology compared to Google - who reports uninstalls directly from the operating system resident on the device. 

A few important points to keep in mind: 

  • Apsalar and Google use different methodologies to report uninstalls, which results in a variation in numbers. Use the Apsalar and Google reports separately for their respective purposes. 
  • Uninstalls are tracked as events in Apsalar and as a result do not remove the attribution link from the originating Install or Re-engagement source. This may result in uninstall rates of higher than 100%, since a user may uninstall an app multiple times in their lifetime. 
     


Getting Started with iOS Uninstall Tracking

Apsalar iOS Uninstall tracking is available with Apsalar iOS SDK 7.2 and above and an app update is required.  

Start tracking uninstalls for your iOS app with a few simple steps: 

1) Integrate or update to Apsalar iOS SDK 7.2+ 

Uninstall tracking is available in iOS SDK version 7.2+ and above. For instructions on upgrading your SDK, review our iOS SDK integration guide

2) Update your iOS app to support Apple push notifications and pass the APNS device token to the Apsalar SDK

If this is your first time setting up push notifications for your iOS app, please see Apple's documentation here.  Once your app supports Apple push notifications, you can follow our iOS SDK implementation guide here, to enable the Apsalar SDK to track uninstalls.

Important: By enabling Apple push notifications for your application, the end-user of your app will be prompted with an opt-in/out dialogue.  This is a required by Apple for apps using Apple push notification services.  This also means that Apsalar will only track your users who have opted in for push notifications.  In the future, Apsalar will support the ability to track how many of your installed users are eligible for uninstall tracking.

3) Add your Apple Push Notification Certificate to your iOS application page in Apsalar.

Apsalar requires an Apple Push Notification Certificate to enable uninstall tracking for iOS. Follow the steps below to retrieve your certificate and upload it into Apsalar. 
  1. Create and download an Apple Push Notification SSL certificate.  

    In your Apple developer account, navigate to "Certificates, Identifiers & Profiles", to "Identifiers", and "App IDs".  In your "Application Services View", you can configure push notifications for both your Development and Production builds.  Please note, while you can use your Development certificate for your own internal testing, Apsalar uninstall tracking requires the Production SSL certificate to be used with your live app.


     
  2. Generate a PEM (.p12) file from your Keychain

    After you've downloaded your certificate, double-click on it to add it to your Mac Keychain, where it is paired with a private key.



    Select both the certificate and private key, right click and export to a .p12 file with a meaningful name.



     
  3. Upload your .p12 file into your iOS apps' application page under Uninstall Tracking, and enter in the password for your .p12 certificate from above.

A few important points to keep in mind: 

  • Apsalar's use of Apple push notification services does not actually cause a push notification to appear for the end-user
  • Uninstall tracking is only available for users who have enabled push notifications for your app
  • Uninstalls are tracked as events in Apsalar and as a result do not remove the attribution link from the originating Install or Re-engagement source. This may result in uninstall rates of higher than 100%, since a user may uninstall an app multiple times in their lifetime. 

How does it work 

Apsalar has integrated with Apple's services to track uninstalls for your applications, as a proxy measure for the quality of traffic you drive through your paid campaigns.  Please note that Uninstalls are tracked as events in Apsalar and as a result do not remove the attribution link from the originating Install or Re-engagement source. This may result in uninstall rates of higher than 100%, since a user may uninstall an app multiple times in their lifetime. 

 

How Reinstall Tracking Works

Once Uninstall tracking is enabled for your configured apps, Apsalar will automatically track reinstalls for devices who uninstall the app.  

A reinstall event is defined in Apsalar as the first time the device logs a session activity from the SDK, after an uninstall has been measured for that device.  Like an uninstall, a reinstall can be measured multiple times per device and is logged as an event on that device/app.  It is important to note that a reinstall is measured separately from a re-engagement.  On its own, a reinstall event does not reattribute the device to a campaign source.  However, if a re-engagement campaign is served to devices who have the app uninstalled in Apsalar, their re-engagement will also result in an reinstall measured against that device.

 


Uninstall and Reinstall Reporting

Uninstall rates are reported in the Traffic Report and the Cohort Report.  The Cohort Report additionally supports reporting on a "Reinstall" cohort.

Traffic Report

With the Traffic Report, you can get a great overview of the different campaign sources, campaigns, publishers, or countries that are driving high uninstall rates. A new metric, Uninstall Rate, is now available in the report configuration modal. Uninstall Rate is defined as the number of uninstalls Apsalar records divided by the number of installs.  



Simply select this metric for your report view, to report on uninstall rate for your selected dimensions. 



As an example, in the view above by sorting on the Uninstall Rate column, you can rank your campaign sources by the overall uninstall rate. If a campaign source has an unusually high uninstall rate, add the Publisher dimension to the report to identify low-performing publishers and work with the ad network to optimize towards low uninstall rates. 

Keep in mind

  • Uninstalls are only tracked for users on the version of your application with Android SDK 6.2+ and iOS SDK 7.2+. As a result you may see lower than expected uninstall rates for the time range prior to your updated app release date.
  • Uninstalls are tracked as events and do not affect the attribution source link. You may see uninstall rates of higher than 100% if the users uninstall the app multiple times during their lifetime.

Cohort Report - Uninstall

The Cohort Report allows you to identify unusual uninstall trends for different campaign sources, publishers, or countries. On the Cohort Report, simply select "Uninstall" from the cohort dropdown. 



The resulting Uninstall Cohort will allow you to analyze the number of days, weeks, months it takes your users to uninstall the app after installing it. 



As an example, in the graph above you can identify an unusual spike in 2nd day uninstalls, as well as a generally high number of 1st day uninstalls. From the table you can begin to identify the campaign sources that are driving high 1st day or 2nd day uninstalls. 

Keep in mind:
  • Apsalar and Google use different methodologies to report uninstalls, which results in variations in numbers. The Cohort Report is a tool for identifying unusual uninstall trends for different cohorts of users, and is not meant to be a tool for recording the actual number of uninstalls. 

Cohort Report - Reinstall

Similar to the uninstall cohort, a reinstall cohort is available for identifying reinstall trends for different campaign source, publishers, or countries.  On the Cohort Report, simply select "Reinstall" from the cohort dropdown.



 

 

 
 
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