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Sanjay Raturi, Sales Lead for EMEA at AppsFlyer, shares why brands must shift their focus from user acquisition to meaningful retention, and how to use measurement, segmentation, and AI to drive long-term app engagement.
Getting someone to download your app is a win. But stopping them from deleting it the very next day? That’s where the real challenge lies.
With attention spans shrinking and competition growing, installs alone aren’t enough anymore. Brands need to focus on smart tracking, timely engagement, and personal touches that turn one-time users into loyal fans.
“If you’re not tracking uninstalls, you can never fix it. Most of the marketing budgets you’re spending are actually getting you less than 24 hours of runtime with your users. Make sure you have the right tech stack to measure how and when users are uninstalling your app,” says Sanjay Raturi, Sales Lead for EMEA at AppsFlyer.
Sanjay took the stage at Vibe Marketing Tech Fest, Dubai 2025, to talk about how digital-first brands in the ecommerce and FinTech space can reduce app churn, improve retention, and boost re-engagement.
Three things Martechvibe learned from his talk;
Make the First 24 Hours Count
Over 50% of user drop-offs and first purchases happen within the first day. That makes early engagement the most valuable window. Use personalised notifications, SMS, or email to connect with new users quickly and meaningfully. Done right, this can turn daily downloaders into loyal customers.
Track Uninstalls to Fix Them
Most marketers don’t track app uninstalls, and that’s a mistake. Without knowing when, where, and why users are leaving, you can’t fix the major problem. By tracking uninstall data, you can uncover hidden friction points, refine your campaigns, and stretch the lifetime value of each install.
Segment to Personalise Every Touchpoint
Every user behaves differently. Use in-app activity to create intelligent audience segments, like abandoned carts or category preferences. Then tailor your outreach across email, push, or WhatsApp. The more relevant your message, the higher your chances of retaining interest and driving action.
Watch the full video here.
