Time of Inactivity

Time of inactivity is the length of time since a user has last interacted with an app. This is an important metric to track when effectively targeting dormant users with re-engagement/retargeting campaigns.

The effectiveness of messaging depends heavily on the user’s time of inactivity. That is, a user dormant for one day should be shown different messaging than one who is dormant for one week. A successful re-engagement campaign can turn a user from deleting the app to actively use again.

Some common strategies used to re-engage dormant users include the use of push notifications and advertisements5. Check out our latest Mobile Growth Handbook for a host of re-engagement tips and strategies from brands like Amazon, Birchbox, BuzzFeed, Bumble, DoorDash, Pinterest, Saks Fifth Avenue, and more.

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