Installs

Path: Reports > Audience & Growth > Installs

The Installs report helps you read growth and churn together. It shows how many users are coming in, how many are coming back, and how many are leaving during the selected period.

Use this report when you want to answer questions such as:

• Is growth driven by new installs or returning users?

• Are uninstalls rising with acquisition?

• Are re-engagement efforts bringing users back?

Report overview

This page combines three related signals: installs, reinstalls, and uninstalls. Reading them together gives you a much better picture of product momentum than reading any one of them alone.

A high install count can look healthy at first glance, but that view changes if uninstalls rise at the same time. Reinstalls add another layer by showing whether users are willing to return after dropping off.

Core metrics

• Installs shows how many new users installed your app during the selected period. This is your clearest acquisition signal.

• Reinstalls shows how many users removed the app in the past and then installed it again. This helps you measure return behavior and re-engagement.

• Uninstalls shows how many users removed the app from their devices. This is one of the strongest early warnings for retention issues.

High installs often reflect strong acquisition activity, app store visibility, or campaign reach. High reinstalls can point to successful win-back efforts or renewed interest in the product. High uninstalls usually signal a need to review onboarding, product value, technical quality, or message pressure.

On Android, uninstall increases can sometimes reflect inactive device token resets rather than direct user churn.

Netmera receives token data through Firebase Cloud Messaging. When a device stays inactive for 270+ days, Firebase can invalidate the token. If that user returns later, a new token and installation ID are assigned, which can increase uninstall counts.

How to read these metrics together

This report becomes most useful when you compare all three values in the same period.

If installs are high and uninstalls stay low, acquisition is translating into healthier growth. If installs and uninstalls rise together, you may be bringing users in but failing to keep them. If reinstalls increase after a re-engagement effort, your win-back strategy is likely working even if new acquisition stays flat.

How to use this report

Use Installs as an early growth and churn monitor. When you spot unusual movement, the next step is usually to compare the period with onboarding changes, campaign activity, release history, or deeper retention analysis.