9 November 2025
Reading silent uninstall signals
Store uninstall pings arrive late, if they arrive at all. On many Android OEMs popular in Thailand, battery savers kill background refresh weeks before the icon disappears. If your churn model waits for the ping, you are forecasting a funeral after the will was read.
Permission rot
Notification permission turning off is a loud signal and everyone tracks it. Quieter, and often earlier: location permission dropping from “always” to “while using,” background refresh disabled, and exact alarms revoked. These are not “engagement” events. They are the user quietly reducing your right to exist on the device.
Widget neglect
A widget that used to refresh and then stops being added, or stays added but is never tapped, is one of the stubborn predictors in our archive. It is awkward to instrument. It is also less contaminated by campaign spikes than push opens. We teach it in the session-depth module because it behaves like depth: a small, repeated intention to keep the product in peripheral vision.
Session shape before silence
Before uninstall, sessions often get shorter and more repetitive — the same three screens, no search, no save. Count-based “DAU” still looks fine. Shape does not. If you only have budget for one new table this quarter, log screen sequences for a sample, not for vanity dashboards.
What not to do
Do not fire a win-back push the moment background refresh dies. That is how you convert silence into irritation. Confirm the hazard with a holdout. In more than one Lab sitting, the campaign that “rescued” silent users also steepened 30-day exit for the people who were merely on a bad OEM policy.
For the longer treatment, sit the Push Fatigue desk or the flagship’s module ten. This note is only the warning: the uninstall event is a lagging label. Train on the hush that comes before it.