“Retargeting is a strategy that app advertisers shouldn’t ignore. It’s all about making ad spend work harder, driving more conversions, and keeping users engaged. By focusing on dormant users, advertisers can turn them into active ones while staying cost-efficient. It’s a powerful way to boost ROAS and build long-term user retention. For any app marketing campaign, retargeting really is a must.”

“At Smadex, we use data science and machine learning to help clients segment audiences and apply user features through custom algorithms. Our tools also check match rates with provided audiences, ensuring performance and scalability. With multicountry targeting and dynamic language creative selection, we run global campaigns that deliver the right ads to the right users. Our creative studio also fine-tunes retargeting ads, driving significant performance improvements.”

“We’ve worked with top advertisers, running campaigns at scale across multiple regions. We’ve re-engaged over 2 million users and hit our CPA targets. On top of that, significant budget per week in some campaigns, all while keeping the cost per re-engaged user right on target.”

“Even though we’ve had great success with both iOS and Android campaigns, the decline of device IDs in iOS over the past few years has impacted the match rate between audiences and users in ad requests. With Android, we have access to more device IDs globally, plus additional user features that help our algorithms target the right users.”

“To take re-targeting efforts to the next level, I’d recommend focusing on three key strategies:

1. Identify the key intermediate events that will drive users toward your end goal.
2. Target the right user segments and focus on those most likely to convert.
3. Creatives matter! Retargeting specific creatives can really boost your retargeting campaigns.”