Successful Retargeting - The Essentials
summary
Mobile games lose 77% of users in three days and 90% by day 30, so retargeting starts much sooner than studios expect and can run from day one alongside UA. Minimum audience can be as small as 1–5k valuable users, but campaigns require an MMP integration and postback events and benefit from deep links (conversion ~2.5x). Personalised creatives and product changes matter; A/B test partners and audiences rather than copying UA setups.
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chapters (16)
- 0:00Introduction
- 1:15What is retargeting
- 3:23Retargeting vs user acquisition
- 5:09When to start retargeting
- 7:39Retention vs lapsed users
- 8:21Retargeting requirements
- 10:09Data and AI in retargeting
- 12:16Preparing your game
- 14:01Defining retargeting goals
- 16:52Audience segmentation
- 18:57Deep linking benefits
- 20:19Effective retargeting creatives
- 22:23Product team collaboration
- 24:52Tailoring to player bases
- 25:55Optimizing live campaigns
- 27:20Q&A
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