What is Retargeting?
Retargeting (also called remarketing) is a mobile advertising strategy that targets users who have already installed or interacted with your app. The goal is to re-engage lapsed users, encourage specific actions, or win back churned users.
Since these users already know your app, retargeting campaigns typically see higher conversion rates and lower costs than new user acquisition.
Why Retargeting Matters
It costs 5-25x more to acquire a new user than to retain an existing one. Retargeting helps maximize the value of users you've already paid to acquire.
Types of Retargeting
- Re-engagement: Bring back users who haven't opened the app recently
- Conversion: Nudge users toward specific actions (purchase, subscribe)
- Cross-sell: Promote related products or features
- Win-back: Target users who uninstalled the app
Retargeting Segments
- Users inactive for 7+ days
- Cart abandoners
- Users who completed onboarding but didn't convert
- High-value users showing declining engagement
- Users who uninstalled recently
Best Practices
- Segment strategically: Different messages for different user states
- Use deep links: Take users directly to relevant content
- Personalize creatives: Reference previous activity when possible
- Set frequency caps: Avoid annoying users with too many ads
- Exclude converters: Don't waste spend on users who already converted