At a Glance: Retargeting helps advertisers target the existing client set and motivate them to re-engage with the app or cause users who deleted the app to reinstall it.
How does Retargeting work?
Retargeting consists of two major parts based on user behaviour:
Re-engagement:
When the app is already installed, the advertiser motivates the user to open the app again through a retargeting campaign and perform in-app events.
Re-attribution:
When a user has uninstalled the app, a retargeting campaign encourages them to download and reinstall the app.
Retargeting Logic Includes:
Inclusion Window:
A period during which a re-engagement can be attributed.
Exclusion Window:
A period during which re-engagement attribution is blocked.
Once a re-engagement is attributed, all in-app events during the Re-engagement Window are attributed to the retargeting media source and not the original user acquisition media source.
Re-Targeting Settings
Re-attribution Window:
Defines the duration during which re-installs are not considered new installs.
You can set this window for 30 days, 1 month, 90 days (3 months), or other custom periods.
Example: If set to 90 days, any reinstall happening within this time frame won’t be counted as a new install.
Unique Key for Uninstall Identifier
Purpose: To identify uninstall events by mapping them to a specific in-app event.
How to Set: Select the relevant event from the dropdown list for which the uninstall data should be mapped.
Note: This enables Apptrove to detect when an uninstall occurs for precise uninstall tracking and subsequent re-targeting actions.
Re-Engagement attribution: Once you enable the Re-engagement attribution, you will be provided with the configurations below.
Minimum Time Between Re-engagement Conversions:
This setting controls the exclusion window between two re-engagement conversions to avoid over-counting.
Set a timer in hours or days, or choose "Instant" to set to zero.
If the campaign re-engagement window is shorter than this exclusion timer, this setting will not take effect.
Minimum Exclusion Type Options:
Instant:
No delay; allows immediate re-engagement attribution.
Delay:
Introduces a delay period (in hours or days) after a re-engagement conversion before another is considered valid.
Example Use Case:
If you want to prevent multiple re-engagement attributions from the same user within a short period (e.g., 24 hours), you can set a "Delay" of 24 hours. This ensures only one conversion is counted within that timeframe.
There are 2 media sources, Z and Y
The user engaged with an ad from network Z, installed the app, and made a purchase (A).
Further, he engaged with a retargeting ad from network Y, opened the app, and made a purchase (B).
In this case, Z will be the maker as the partner (attribution) for the purchase, and Y will be marked as a partner (Primary) for purchase (B).
Re-Engagement Window
When a user returns to the app after engaging with a campaign, their in-app actions for a set period will count toward that campaign’s success. This helps track how effective re-engagement efforts are in driving meaningful interactions. Any activity within the selected duration will be linked to the campaign
How to Configure the Re-Engagement Window
Enable Re-Engagement Tracking: Toggle the switch to activate the re-engagement window.
Set the Time Window: Choose whether to measure the re-engagement window in hours or days.
Define the Duration: Adjust the slider to specify the duration within which in-app events will be attributed to the re-engagement.
URI Scheme for App Launch: Enter a URI scheme (e.g.,
myapp://cart) to launch the app directly
Click Save to apply the changes.
How can Partners access the Re-engagement links?
Once the Re-engagement has been enabled by the advertiser, you will be able to find the Re-engagement URL in the attribution details.
Logs for Results
You can view the results for re-targeting as part of the logs section of the Trackier platform.
It will show you if a particular event is part of a retargeting campaign or not. If yes, you can find the primary partner, i.e., via which the installation occurred and the partner attribution, i.e., the retargeting media source
Broaden Your Knowledge:
We are delighted to have assembled a world-class team of experienced professionals who are ready to take care of your queries and answer any questions you may have.
Feel free to reach out to us at any time by emailing us at support@apptrove.com or by using the in-platform chat feature. We'd love to hear from you!
