Case Study: PAPYLESS achieves a 21% increase in app reopen rate with Adjust's uninstall/reinstall tracking

PAPYLESS - Customer Case study

PAPYLESS, the publisher behind the Renta! comic platform, sells translated e‑books globally and had reached 100 million purchases by 2014. To grow its mobile app business with partner Remerge, PAPYLESS needed to optimize remarketing by reengaging the right users — in particular identifying and excluding those who had uninstalled the app, since serving ads to uninstalled users produced clicks that didn’t reopen the app and distorted re‑engagement metrics.

PAPYLESS integrated Adjust’s uninstall/reinstall tracking with Remerge to precisely segment and exclude uninstalled users from retargeting, while using reinstall data to measure campaign effectiveness and identify churn points. The change boosted app reopen rate by 21%, improved ROAS by 50%, and reduced wasted ad spend for more accurate budget allocation.

PAPYLESS

Kiyoshi Tsuchiya

Director of Overseas Business