Slipping users
Still active, but less often. Use a light reminder tied to their last behaviour.
Re-engagement
Re-engage lapsedapp users at scale.
Bring inactive users back before they churn. Reach them in other apps with dynamic ads that deep link to the screen they left.
Audiences
Target slipping and lapsed users.
Both groups still have your app installed, so a reminder in another app can put them straight back in a session.
Lapsed users
Absent for weeks. Lead with what is new, what they left unfinished or a reward waiting.
Timing
Set lookback windows from your own cohorts.
Retention curves differ by app, so one fixed number of days wastes spend. Read the gaps between sessions in your data and run the campaign between too early and too late.
- Lookback windows by segment and app category
- Frequency caps per user, per day and per campaign
- Suppress on return as soon as your MMP reports a session
Creative
Messages that earn the tap.
- What is new such as a feature, level or collection
- What they left such as a streak, saved list or draft order
- What they earned such as points, credit or a reward
Every ad deep links to the matching screen, with a deferred link for devices that need an install.
Measurement
Measure incremental sessions.
A randomised holdout sees no ads. The extra sessions in the exposed group are the lift your campaign caused, reported next to your MMP attribution.
How it works
Launch in three steps.
Define inactive
Set segments and lookback windows from your cohort data.
Build the creative
Add templates and deep links to the screens that bring users back.
Run with a holdout
Launch with caps and suppression, then optimise on incremental sessions.
Questions
Common questions.
Can I target users who declined tracking on iOS?
Not as individuals. Without an IDFA we have no identifier, so those users see contextual ads instead. See retargeting after ATT.
When do ads stop after a user returns?
On the next bid request after we receive the session event. Real-time events from your MMP or server keep wasted impressions low.
Does this run alongside push and email?
Yes. Share one suppression list so each channel knows what the others have sent.
Get started