By Ashwin Shekhar
India continues to be an Android-dominated market; one which continues to witness a steady proliferation of smartphones and a corresponding rise in demand for mobile apps. While Android app development is a key growth area within the country’s tech industry, surprisingly, only 25% of downloaded apps are used just once, and more than one in every two Android apps are uninstalled within 30 days of being downloaded (Source- Appsflyer). As of November 2023, the uninstall rate for Android apps in India stood at 58.93% (Source- Statista).
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 to really win in this game, they 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.
Marketers need to understand why post-install engagement is the key to maximizing ROAS (return on ad spend) and building a loyal user base, before putting together their brand marketing strategies for 2025.
Getting Smart About Post-Install Metrics
Today’s savvy mobile marketers are shifting focus from cost-per-install (CPI) to more meaningful metrics that provide insights into how users engage with their apps. The real value lies in understanding metrics like who is making in-app purchases, how many users return after the first day, which features or app content drive engagement, and what percentage of users sign up for subscriptions.
Tracking these down-funnel events is essential for separating fleeting installs from loyal, revenue-generating users. This is where mobile marketers should set Smart KPIs – not just acquisition metrics but behaviours like retention rates, in-app purchases, and session lengths. These tell the real story of how users interact with an app over time.
Optimizing for ROAS: It’s Not Just About Installs
The pressure to show results is higher than ever. Brands want to know if their campaigns are delivering long-term value. Post-install optimization is helping brands understand which users are worth re-engaging with and which aren’t, and how to ensure that those installs turn into real value.
For example, Exness, a leading online trading platform, focused on optimizing post-install actions like account creation and in-app trades. It leveraged a next-gen platform from a leading global app growth company that simplifies buying media for mobile original equipment manufacturers. Exness was able to analyze post-install behaviour across mobile OEM channels and achieve a 90% ROAS. 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
A well-designed mobile campaign goes beyond basic installs and focuses on Smart KPIs to identify which users are valuable in the long run (beyond the initial download). Important metrics provide a clear picture of where the users are in the funnel and what drives their behavior. Examples of these metrics include but aren’t limited to details on users who stick around after day one, seven, or a month, the percentage of users who convert into paying customers, the time that users spend in-app, and whether they are subscribing or signing up for long-term value.
Focusing on Post-Install engagement allows brands to enhance user retention, maximise lifetime value (LTV), strengthen brand loyalty, leverage push notifications, incorporate gamification and rewards, and customize experiences based on user preferences to boost ongoing engagement.
Real-Time Insights Matter
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. There are tools to empower marketers to 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, they can optimize campaigns for long-term success and higher ROAS.
It’s time for marketers to look beyond the install and unlock the full potential of their app marketing strategy.
The author is co-founder and CRO of AVOW. (Views expressed are the author’s own and not necessarily those of financialexpress.com)
