Uninstall and reinstall tracking with Adjust offers an opportunity for users who have uninstalled an app to reinstall it and have their lifecycle and LTV boosted. Fukada says that the accuracy of LTV prediction has been significantly improved since DeNA adopted this function. For example, users who reinstalled the app showed positive CPI while CPI for those who did not reinstall was higher than the target. DeNA continually evaluates campaigns and makes adjustments to their budgets based on this tracking data.
In addition, Fukada says that they have been able to gain interesting insights from uninstall and reinstall tracking, including the revelation that LTV might be predictable depending on how users returned to the game. His team discovered that "there are cases where reattributions after reinstalls showed higher LTV than usual reattributions."
An example of this is the users who left the game after playing it for a while, but then started from the beginning again once they returned, as opposed to picking up where they left off. The attribution windows of titles that have been on the market for a few years demonstrate that users are often likely to reinstall after a period of inactivity.
DeNA's gaming ad campaigns are most commonly run for one to two weeks while in-game events are happening. As the first few days are especially important, they typically plan their budgets as early as possible. This is why they aim to predict the impact of an ad based on the assumed LTV provided by each source.
The accuracy of LTV prediction has been significantly improved since DeNA adopted the tracking function.