App Uninstall Rate

App uninstall rate shows how many users remove your app from their devices over a certain period.

For instance, if 100 people download your app and 30 uninstall it within a month, the rate is 30%. Keeping an eye on this metric reveals how users are responding to updates, features, or onboarding experiences. A sudden increase in uninstalls can highlight friction points that need immediate attention to improve retention and user satisfaction.

Why use App Uninstall Rate?

  • Detect churn triggers in real-time so you can act quickly to improve onboarding, bug fixes, or communications, reducing wasted acquisition spend and improving customer LTV.
  • Uncover high-risk segments (such as users on specific devices or OS versions) and tailor campaigns or features to retain them more effectively.
  • Benchmark and measure the impact of updates, campaigns, or feature launches by comparing uninstall rates before and after, helping you prioritize profitable actions.

App Uninstall Rate vs. Churn Rate vs. Retention Rate, vs. Engagement Rate

MetricWhat it measuresWhy it mattersHow to use it
App Uninstall RatePercentage of users who remove the app from their devicesShows immediate friction points or dissatisfactionIdentify issues in onboarding, updates, or features; act quickly to reduce uninstalls​
Churn RatePercentage of users who stop using the app/serviceCaptures users who disengage even without uninstallPlan re-engagement campaigns and retention strategies​
Retention RatePercentage of users continuing to use over timeMeasures loyalty and long-term app stickinessTrack the effectiveness of onboarding, updates, and feature improvements​
Engagement RateHow actively users interact with app featuresShows which features users value, how often they useFocus on improving or promoting popular features; address underused ones to boost retention​

FAQs

What counts as an app uninstall?

An app uninstall is when a user deletes your app from their device. Analytics platforms often detect this event via failed push‑notification deliveries or OS‑level signals. For details on how uninstall tracking works in practice, see Insider One’s FAQ for uninstall analytics.

Why do uninstall rates matter for marketers?

Uninstall rates are a direct signal of user dissatisfaction, broken user journeys, or unmet expectations. High uninstall rates can indicate issues with app performance, onboarding, or messaging. By monitoring this metric alongside mobile engagement and retention data, marketers can prioritise improvements and increase long-term user loyalty.

How is the app uninstall rate calculated?

App uninstall rate is calculated by dividing the number of uninstalls by total installs during a specific period. For example, 200 uninstalls out of 1,000 installs equals a 20% uninstall rate.

What is a «good» uninstall rate?

A “good” uninstall rate depends on your app category and user base. Many apps lose around 50% of users within the first 30 days, but the goal is continuous improvement. Benchmark your own app, optimise onboarding, improve feature adoption, and track changes in mobile retention to reduce uninstall rates over time.

What actions help reduce uninstall rates?

To reduce uninstall rates, focus on fast onboarding, reliable performance, personalised messaging, and quick issue resolution. Win-back campaigns and push notifications can re-engage users at risk of leaving. For actionable strategies, check 6 Ways to Reduce Mobile App Uninstalls to retain users effectively.