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

Retargeting is a crucial tactic for app marketers to re-engage users who have previously installed an app but become inactive.
According to Adjust, retargeted users show 152% higher engagement and generate 37% more revenue events within 30 days compared to new user acquisition campaigns.
This approach is more cost-effective as it targets warmer leads familiar with the brand.
Despite Apple's ATT framework limiting identifiers on iOS, retargeting remains viable with a large enough audience and proper frequency capping.
Android devices, which account for over 70% of the global market, are unaffected by ATT, making retargeting particularly effective there.
To succeed, choose a retargeting partner wisely: look for performance-based pricing (e.g., cost-per-order) rather than CPM or CPC, demand both efficiency and scale, opt for a service level that fits your needs (self-service or managed), and ensure creative flexibility to refresh ads regularly.
By partnering correctly, retargeting can significantly enhance user acquisition efforts, especially on Android, and can still work on iOS with sufficient scale.
Experimenting with a test budget is advised to gauge its effectiveness.