Retargeting and re-engagement campaigns drive user reactivation and increase user lifetime value. SKAdNetwork (SKAN) is crucial in enabling effective retargeting and re-engagement strategies. In this article, we will explore the role of SKADNetwork in-app retargeting and re-engagement and how it empowers app marketers to drive user engagement and conversions.
Post-Install Event Tracking
SKADNetwork allows app marketers to track post-install events with conversion values. This capability is instrumental in retargeting and re-engagement campaigns. Marketers can identify specific in-app actions or events that indicate user engagement, such as completing a tutorial, reaching a certain level, or adding items to the cart. By tracking these events, they can retarget users who have shown interest but have not completed desired actions, delivering personalized messages or incentives to encourage re-engagement.
Attribution of Re-engagement Campaigns
SKADNetwork provides attribution capabilities for re-engagement campaigns, allowing marketers to measure the effectiveness of their efforts in reactivating dormant users. By attributing post-install events associated with re-engagement campaigns, marketers can determine the impact of their strategies and optimize their targeting and messaging based on performance insights. This attribution capability enables data-driven decision-making and better allocation of resources for re-engagement initiatives.
Conversion Value Optimization
Optimizing conversion values is vital for successful app retargeting and re-engagement. Marketers can assign different conversion values to specific post-install events to prioritize and track the desired user actions accurately. By analyzing the performance of different conversion values associated with re-engagement campaigns, marketers can identify the most valuable actions and focus their efforts on driving those actions for maximum impact.
Collaboration with Mobile Measurement Partners
Collaboration with mobile measurement partners (MMPs) is crucial for leveraging SKADNetwork effectively in app retargeting and re-engagement. MMPs provide the necessary infrastructure and expertise to integrate SKAN data, track post-install events, and measure campaign performance accurately. Marketers should work closely with their chosen MMPs to implement proper tracking mechanisms, optimize conversion value strategies, and gain valuable insights for refining their retargeting and re-engagement campaigns.
SKADNetwork plays a significant role in app retargeting and re-engagement by enabling post-install event tracking, attribution of re-engagement campaigns, conversion value optimization, and collaboration with MMPs. By leveraging the capabilities of SKADNetwork, app marketers can drive user reactivation, increase user engagement, and improve the overall performance of their retargeting and re-engagement initiatives. It is essential to stay updated with industry guidelines, experiment with different strategies, and analyze performance data to maximize the potential of SKADNetwork in achieving re-engagement goals.
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