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How app retargeting works

In order to begin the app retargeting process, an app publisher must work with an attribution provider, such as Adjust. Postback data (also known as callback data) from the attribution provider can then be used to segment users based on the main goals of the campaign. The app retargeting platform then leverages the data through premium supply partners (seen here on the right) to serve ads to users in other apps where they are already spending time.

What is the user journey of app retargeting?

The user journey begins with the user downloading and recording their first session in your app. Then, in partnership with your attribution provider, you can collect data on the user’s in-app activity - what products they looked at, which level they reached, or how far they made it through the subscription funnel. You can then segment users based on this data and decide how you would like to target each user group.

Best practices of app retargeting

Many app developers are hesitant to spend more on retargeting users after they have already invested so much in acquiring them. Why, they ask, is it worth paying for the same user twice? App retargeting is a powerful way to maintain or reestablish your users’ interest and to get them back into your app. With targeted messaging and tailored CTAs, app retargeting can effectively drive new interactions.

With proven results at a cost lower than that of acquiring new users, retargeting makes a great addition to your overall marketing strategy. Download the app retargeting guide to find out more.