Boosting app engagement with retargeting: Proven tactics for games and beyond

Retargeting is a proven strategy to re-engage users who have shown prior interest, converting at higher rates than fresh acquisition. Data from Adjust shows retargeted users have 152% higher engagement and 37% more revenue events in 30 days. While Apple's ATT impacted iOS targeting, opt-in rates are rising, and Android's 70% global share remains unaffected.

For effective campaigns, choose partners that: (1) charge per outcome (e.g., cost-per-order) rather than impressions, ensuring budget efficiency; (2) balance efficiency and scale to maximize reach; (3) offer self-serve or managed service based on your expertise; and (4) allow creative freedom to refresh ads. Decision-makers should allocate a test budget to evaluate retargeting's impact, as it can significantly outperform cold audience campaigns.