How are app install and uninstall metrics calculated?

App install and uninstall data provides key insights into your user base. Here is how these metrics are calculated:

App Installs

An install is counted the first time a user opens your application on their device. When this happens, a new unique hardware ID (HWID) is registered in our system for that device.

• Metric Trigger: First application launch on a new device.
• Mechanism: Registration of a new HWID in the database.

App Uninstalls

An uninstall is registered when we detect that a device can no longer receive push notifications because the app has been removed.

• Metric Trigger: An attempt to send a push notification to a device that has uninstalled the app.
• Mechanism: The push gateway (e.g., Apple's APNS or Google's FCM) reports that the device's push token is invalid. This invalid token is then removed from our database, and an uninstall is counted.

Important Note on Accuracy: Because uninstalls are only detected when a push is sent, devices that have not been targeted with notifications for a long time may have outdated records. To ensure your uninstall data is as accurate as possible, we recommend sending broadcast push notifications to your audience regularly.