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 behavior:
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 double attributed—to both the retargeting media source and the original user acquisition (UA) media source (if known).
Windows for Re-Targeting
Minimum time between re-engagement conversions:
If another network or campaign brings a re-engagement during this window:
a) [Default] the existing re-engagement window is closed, another re-engagement is recorded, and subsequent in-app events are attributed to the most recent re-engagement.
b To prevent this, set the minimum time between re-engagement conversions. In this case, only after the minimum time can a further re-engagement be recorded.
c) You can either set it to instant, i.e., instantly attribute to the new media source, leaving the old closed or you can set it to days or hours. Find this window inside "Settings" -> "App settings."
Re-Engagement window:
The window begins when the user opens the app for the first time after engaging with the retargeting media source. In-app events are double attributed to the retargeting and user acquisition media sources for the duration of the window. If the user engages with another retargeting campaign during the re-engagement window, that is not blocked by an exclusion window, the current re-engagement window ends immediately and a new re-engagement window begins.
Let's take an example
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 primary source for attribution and will be marked for a partner attribution for both events. Y will be the secondary attribution for event purchase B and will be reflected in partner primary over the dashboard.
Logs for Results
You can view the results for re-targeting as part of the logs sections 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
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