What is Time of Inactivity?

Time of inactivity refers to the time elapsed since a user last engaged with an app. It is important to identify and segment inactive users based on the time of inactivity in order to run successful re-engagement campaigns.

Why is Time of inactivity Important?

Whether it be push notifications or in-app retargeting ads, re-engagement campaigns are an opportunity to remind inactive users why they installed an app in the first place. By retargeting inactive users with personalized relevant messaging, an app can reinforce value proposition and prevent users from churning. It’s worth customizing messaging and adding deep links to ensure users are not only click on the ad, but are brought to the relevant area within the app to complete the desired actions once they are re-engaged.

Let’s explore some practical examples: 

Time of inactivity: 2 weeks A user has been inactive for two weeks. In this instance, the user may simply be busy in the real world, and need only a gentle reminder of a unique app offering. Messaging could refer to the time of inactivity and read something like: “we’ve missed you in these past two weeks.”

Time of inactivity: 2 months A user has been inactive for two months. In this scenario, the user may need to be persuaded with a discount or special offer in order to reignite the enthusiasm they had for the app when they first downloaded it.

Time of inactivity: 6 months A user has been inactive for up to six months. In this case, it may be wise to communicate new features and added value an app presents since the user’s last time engaging with the app.

Reference: “Adjust,” Retrieved – 23 April 2018