Considering running retargeting campaigns? From the targeting capabilities when building your retargeting segments, to the key components of creating successful creatives, Adjust and Remerge gives you a complete overview of the best practices for app retargeting. Learn about: 1. How to encompass the full framework of app retargeting 2. What elements to consider when it comes to creatives 3. How to manage timeframe expectations

2. Top 5 Do’s and Don’ts for App Retargeting
● - 30 Minutes
● - Ask questions at any time via this panel -->
● - Q&A at the end
● - Recording & slides via Email
Housekeeping

3. Top 5 Do’s and Don’ts for App Retargeting
Agenda
1. Introduction
2. Do’s and Don’ts from the network’s POV
3. Do’s and Don’ts from the attribution provider’s POV
4. Q&A

4. 22,000+
Integrated
SDKs
#1
200+ Billion 1k+
190+
employees
7 Petabytes
Monthly
Traffic
iOS
Attribution SDK*
Integrated
Partners
Data Points
Tracked Monthly
* Source http://mightysignal.com/top-ios-sdks?tag-24

5. Top 5 Do’s and Don’ts for App Retargeting
Who We Are
● Founded in 2014, HQ in Berlin
○ Additional Offices in:
■ San Francisco
■ New York
■ Tokyo
■ Singapore

6. Top 5 Do’s and Don’ts for App Retargeting
How Does It Work?
App
Publisher
Re-Engagement
Supply Partner
Our Eco System

7. Top 5 Do’s and Don’ts for App Retargeting
DO Consider Your Retargeting Goals
Top
Funnel
Mid
Funnel
Lower
Funnel
Increase
LTV
Increase
purchases
Increase
subscriptions /
trials
Convert
engaged
non-purchasers
to purchasers
Increase
MAU
Activate non
purchasers

8. Top 5 Do’s and Don’ts for App Retargeting
DO Consider Your Retargeting Goals
The Point of Churn:
When are users losing interest?
Attribution Windows:
What do I attribute to retargeting?
User Flow from Ad to App:
Will deeplinks be available?
Goals:
What is my primary goal for retargeting?
→Do not ignore reengagement metrics!
App Open
Initial Activity
Purchase
Consideration
Add to Cart
Purchase
New Offers
First-Time Buyers
Previous Buyers

9. Top 5 Do’s and Don’ts for App Retargeting
DO Consider the Value Proposition for your User
728x90
1
2
3
4
1 Brand name must be visible
2 More detailed CTAs
3 Images directly related to the app
4 Short and catchy messages
Good Example Bad Example
Small brand name, colors don’t fit brand identity
Generic CTA
Message too long and not readable
2
1
3
1
2
3

10. Top 5 Do’s and Don’ts for App Retargeting
DO Consider the Value Proposition for your User

11. Top 5 Do’s and Don’ts for App Retargeting
Ecommerce Client Example:
Client: e-commerce app running
campaigns in multiple geos
Goal: Return on Ad Spend (ROAS)
Results: ROAS increased significantly
on Day 7 vs. Day 1 – and continued to
increase by Day 30.
1, 7, 15, and 30 Day ROAS Cohorts…
DO Give It Time

12. Top 5 Do’s and Don’ts for App Retargeting
DON’T Rely On UA Insights
These users abandoned your app for a
reason.
The CTR is 2x lower for UA banners when
used in a retargeting context.
Remerge will find your users where they
convert. Contextual UA insights won’t be able
to speak to this.

13. Top 5 Do’s and Don’ts for App Retargeting
DON’T Wait!
It‘s 7x more cost-efficient to sell
to an existing customer than to win
a new one.
58% of users churn within the first
30 days.
If a user doesn’t return after 7
days, there is a 60% chance they
never will.

14. Top 5 Do’s and Don’ts for App Retargeting
What is reattribution?

15. Top 5 Do’s and Don’ts for App Retargeting
Optimize your Settings
● Inactivity window
● Tracker-level customization
● Instant reattribution

16. Top 5 Do’s and Don’ts for App Retargeting
Deep Linking
● &deeplink=myapp://coupon
● Universal Linking
● Cross Platform Links

17. Top 5 Do’s and Don’ts for App Retargeting
Cohort Analysis
Where in the user funnel should you be reengaging users?

18. Top 5 Do’s and Don’ts for App Retargeting
Audience Builder
Who is your target audience?

19. Top 5 Do’s and Don’ts for App Retargeting
Audience Builder
● A/B Testing
● Benchmarking Networks
● No user overlap

20. Top 5 Do’s and Don’ts for App Retargeting
UA vs Retargeting
Dynamic
First

21. Top 5 Do’s and Don’ts for App Retargeting
Q&A
Margaret Johnson
Director of Account Management
Remerge
Pallavi Kuntamukkala
Technical Account Manager
Adjust