Mobile Retargeting Strategies That Drive Results

Acquiring new users is expensive—but re-engaging existing users can be 5-10x more cost-effective. Mobile retargeting helps you reconnect with users who have already shown interest in your app, driving them back to complete purchases, renew subscriptions, or simply re-engage with your content.

Why Mobile Retargeting Matters

The numbers speak for themselves:

• Average app loses 77% of users within 3 days of install
• Retargeting can reduce churn by 20-30%
• Re-engaged users have 2-3x higher conversion rates
• Retargeting CPAs are typically 50-70% lower than acquisition

Types of Mobile Retargeting

1. Lapsed User Re-engagement

Target users who haven't opened your app in a defined period (7, 14, 30+ days). Goals include preventing churn and reactivating dormant users.

Best practices:

• Segment by days since last session
• Personalize messaging based on past behavior
• Offer incentives for return (discounts, bonus content)
• Use urgency when appropriate ("We miss you!")

2. Cart/Funnel Abandonment

Re-engage users who started but didn't complete a key action—adding items to cart, starting registration, or beginning a subscription flow.

Best practices:

• Retarget within 24-48 hours of abandonment
• Show the specific items/content they abandoned
• Address potential objections in creative
• Consider time-limited discounts

3. Upsell/Cross-sell

Target existing customers with relevant upgrade opportunities or complementary products based on their purchase history.

4. Seasonal/Event-based

Re-engage users during relevant moments—holidays, sale events, game updates, or personal milestones.

Retargeting Channels

In-App Advertising

Reach users while they're using other apps. Benefits include:

• Large reach through ad networks
• Rich creative formats (video, playable, native)
• Frequency capping across inventory

Push Notifications

Free channel for re-engagement (for users who opted in). Best for:

• Time-sensitive offers
• Personalized recommendations
• Transactional updates
• Feature announcements

Email

Works for users who provided email addresses. Effective for:

• Detailed content and offers
• Re-engagement sequences
• Cross-platform reach

Social Media

Custom audiences on Facebook, Instagram, TikTok, and others allow retargeting based on app activity.

"The best retargeting doesn't feel like advertising—it feels like a helpful reminder of something the user already wanted."

Audience Segmentation Strategies

Effective retargeting requires smart segmentation:

By Recency

• 1-3 days: Gentle reminders, feature highlights
• 7-14 days: Value proposition refresh, incentives
• 30+ days: Win-back campaigns, major updates

By Behavior

• Browsers: Users who explored but didn't convert
• Cart abandoners: High intent, address objections
• Past purchasers: Upsell and loyalty campaigns
• Power users: Referral and advocacy programs

By Value

• High LTV: Premium treatment, exclusive offers
• Mid LTV: Upgrade opportunities
• Low LTV: Cost-efficient reactivation

Creative Best Practices

1. Personalize: Use dynamic creative with user's name, past items, or preferences
2. Show value: Remind them why they installed in the first place
3. Create urgency: Limited-time offers drive action
4. Deep link: Take users directly to relevant in-app content
5. Test relentlessly: A/B test messaging, offers, and creative formats

Measuring Retargeting Success

Key metrics to track:

• Reactivation rate: % of targeted users who return
• Cost per reactivation: Spend / reactivated users
• Retention lift: D7/D30 retention vs. control group
• Revenue per reactivated user: LTV of re-engaged users
• ROAS: Revenue attributed to retargeting spend

Privacy-First Retargeting

With ATT and Privacy Sandbox, retargeting strategies must adapt:

• Leverage first-party data (in-app events, email, push tokens)
• Use probabilistic matching where deterministic isn't available
• Focus on contextual relevance over individual tracking
• Build robust first-party data collection