Retargeting

Retargeting is a digital marketing strategy aimed at re-engaging users who have interacted with an app or website but did not complete a desired action.

Why it matters

Improves conversion rates by targeting interested users.
Enhances user engagement through personalized ads.

How to measure

Conversion rate from retargeted ads.
Typically measured over 7 to 30-day windows.

Details

Retargeting leverages user data to serve ads to individuals who have previously interacted with an app or website. This is particularly effective in mobile contexts where users may abandon a session due to distractions or time constraints. By using retargeting, mobile engineers and growth teams can strategically place ads to remind users of their initial interest, potentially leading to higher conversion rates.

Implementing retargeting requires careful planning around user data collection and privacy considerations. Engineers should ensure compliance with privacy regulations and consider using anonymized data to create audience segments. Growth teams can then craft personalized ad content that resonates with these segments, increasing the likelihood of user re-engagement.

Examples & formulas

A common scenario involves a user adding items to a shopping cart but not completing the purchase. Retargeting can serve ads highlighting these items, encouraging the user to return and complete the transaction.

Common mistakes

Over-targeting users can lead to ad fatigue; balance frequency and timing.
Ignoring privacy laws can result in compliance issues; always adhere to regulations.