Let’s be honest: the app store is a bit of a graveyard.
We’ve all lived through the cycle. You find a cool-looking app, you’re excited to try it, and you hit download. But then? Life happens. The doorbell rings, your coffee boils over, or you get a ping from your boss. Suddenly, that “promising” new app is buried on page four of your home screen, sandwiched between a calculator you never use and a game you haven’t opened since 2019.
As a developer or marketer, watching this happen is heartbreaking. It feels like throwing a great party where half the guests leave before the music even starts. And the data backs up that feeling: industry benchmarks show that the average app loses 77% of its daily active users within the first three days. By the end of the month, 90% are gone.
If you aren’t using mobile retargeting, you’re essentially watching those guests walk out the door without saying a word. In this guide, we’re going to talk about how to walk after them—not to pester them, but to invite them back in a way that actually feels welcome.
What Is Mobile Retargeting? (The “Second Impression”)
Think of mobile retargeting—also known as remarketing ads—as your brand’s second chance at a first impression. It’s the digital equivalent of a friendly waiter noticing you left your umbrella at the table and running out to hand it back to you.
Unlike traditional advertising, where you’re shouting into a crowd of strangers hoping someone listens, retargeting is a 1-on-1 conversation with someone who already knows you. They’ve already interacted with your app. They might have:
- Downloaded the app but got distracted during the “Sign Up” screen.
- Browsed your shop, added a pair of boots to their cart, and then… vanished.
- Played your game until level 10, then got stuck or bored and drifted away.
Why does it work? Because you aren’t a stranger anymore. Humans are wired to prefer the familiar. When a user sees your ad after having used your app, it doesn’t register as “spam”—if done right, it registers as a reminder of something they actually liked. By using device identifiers like Apple’s IDFA or Google’s AAID, you can gently nudge them back into your world.
Retargeting Audiences Explained: Precision over Volume
If you treat every lost user the same, you’re going to annoy a lot of people. You wouldn’t treat a long-time friend the same way you treat someone you met once at a bus stop, right? The same logic applies to user re-engagement. To win people back, you have to understand why they left.
1. The “Almost-Buyers” (Abandoned Funnel)
These people were this close. They picked out an item, checked the price, and were one click away from buying before they got a phone call and forgot.
- The Human Strategy: Don’t show them a generic ad for your store. Show them the exact item they were looking at. It’s not stalking; it’s saying, “Hey, we saved this for you.”
2. The “Old Friends” (Lapsed Users)
These were your “power users”—the ones who used your app every day for a month and then suddenly stopped. Maybe they grew bored, or maybe they just fell out of the habit.
- The Human Strategy: Remind them why they loved you in the first place. Show them a new feature, a seasonal update, or a “Welcome Back” gift. Make them feel missed.
3. The “Interrupted” (Incomplete Registration)
These users took the time to download your app but never finished the setup. Maybe your onboarding was too long, or maybe their Wi-Fi cut out.
- The Human Strategy: Focus on the “Why.” Remind them of the problem your app solves for them. Make the path back to the finish line as short and painless as possible.
Creative Messaging Strategy: Speaking “Human”
In the world of mobile conversions, your creative is your voice. If you sound like a robot, people will tune you out. If you sound like a pushy salesperson, they’ll delete you.
Personalization is Non-Negotiable
We’ve all seen those ads that feel like they’re talking to a wall. “Buy our products today!” No thanks. But if you see an ad that says, “That flight to Tokyo is $100 cheaper today,” that’s not an ad anymore—it’s a tip. It’s helpful. Aim to be the helpful friend, not the loud billboard.
Use Deep Linking: Open the Door for Them
This is the single most important technical piece of the puzzle. Imagine clicking an ad for a specific pizza and being taken to the restaurant’s home page where you have to search for the pizza all over again. You’d leave, right? Deep linking ensures that when a user clicks your ad, they land exactly where they expect to be. According to industry leaders like Branch.io, deep linking can significantly improve retention and conversion rates. Don’t make them work to give you their business.
Emotional Triggers vs. Rational Hooks
- FOMO (The “Don’t Miss Out” Feeling): “Only 3 left in your size!”
- Utility (The “I’m Here to Help” Feeling): “Your workout is ready when you are.”
- Social Proof (The “Join the Club” Feeling): “See why 2 million people use this to save money.”
Frequency & Fatigue Control: Read the Room
The most common question in this industry is: How many times should users see retargeting ads?
There is a very fine line between “helpful reminder” and “digital stalker.” If you follow a user across every single corner of the internet, you aren’t going to win their business; you’re going to win a spot on their “blocked” list.
The Sweet Spot
Data shows that the magic number is usually a frequency cap of 3 to 5 impressions per user per day.
Think of it like a conversation. If you mention something once or twice, it’s a suggestion. If you mention it 15 times in an hour, you’re being weird. Performance usually peaks around the 3rd or 4th time a user sees your ad. After that, “ad fatigue” kicks in. Research on ad frequency suggests that over-exposure leads to diminishing returns and negative brand perception.
Respect the “Burn List”
There is nothing more annoying than buying a toaster and then seeing ads for that same toaster for the next three weeks. Use a burn list to immediately stop showing ads to users who have already converted. It saves you money and, more importantly, it shows the user you’re actually paying attention.
Measuring Retargeting ROI: Are You Actually Making Friends?
At the end of the day, you need to know if your mobile retargeting is working. But don’t get blinded by “vanity metrics” like clicks. Clicks are easy; relationships are hard.
1. Incrementality: The Real Story
This is the only way to know if your ads actually caused a conversion. You keep a “control group” of people who don’t see your ads and compare them to the people who do. If the “Ad Group” buys more, that’s your success. AppsFlyer provides a great guide on measuring incrementality for those who want to dive deeper into the math.
2. ROAS (Return on Ad Spend)
This is the math part: (Money Made / Money Spent). In the mobile world, you generally want to see at least $3 back for every $1 you spend, but remember that a high-value user (like a subscriber) is worth much more over time than a one-time buyer.
3. Cost Per Re-Engagement (CPRE)
How much does it cost to bring an “old friend” back? Usually, it’s 5 to 7 times cheaper than finding a brand-new stranger. This is why retargeting is the smartest money you can spend.
The Human Element: Why Retargeting Fails
Retargeting fails when we forget that there’s a living, breathing, busy human on the other side of that screen. They aren’t a “user identifier” or a “data point.” They’re someone who is probably stressed, distracted, and looking for things that make their life easier or more fun.
By focusing on user re-engagement that actually adds value—whether that’s a timely discount, a “we saved your progress” message, or a seamless deep link—you’re showing them that you value their time.
Your “Human-First” Checklist:
- Segment: Talk to people based on what they actually did in your app.
- Reduce Friction: Use deep links to make their life easy.
- Don’t Overstay Your Welcome: Stick to the 3-5 times per day rule.
- Keep it Fresh: Change your look and your message every few weeks.
Mobile retargeting shouldn’t feel like a chase. It should feel like a welcome back. Make sure that when they walk back through your doors, they’re glad they came.
