App Promotion Summit Berlin

1. RETARGETING
INCREMENTALITY
FOR RETARGETING
&
ASSOCIATED TIPS

2. 1. WHAT IS RETARGETING?
2. INCREMENTALITY & UPLIFT
3. EVIL RETARGETING SET UP

3. APP 1
YOUR APP
APP 3
BUY
WHAT IS RETARGETING?
APP 2

4. • YOU SPEND MONEYTO BRING
USERS (BACK)TOYOUR APP
• YOU MEASURE ROAS ONYOUR
CAMPAIGNS
UA ROAS
≠
RTG ROAS
WHAT IS RETARGETING?

5. RETARGETING ROAS
DOES NOT MEAN SH*T
WITHOUT
INCREMENTALITY

6. EXAMPLE OF WRONG ROAS
COUNTING PURCHASES THAT WOULD HAVE
HAPPENED EVEN WITHOUT THE RTG CAMPAIGN
NUMBER OF USERS
RETARGETING SPEND
REVENUE
ROAS
NO RETARGETING
100 000
0$
18K$
-
RETARGETING
100 000
10K$
18K$
1.8x (180%)

7. 1.
It shows how users would have
performed without RTG
2.
It shows the extra purchases
driven purely thanks to
the retargeting campaign
INCREMENTALITY

8. *similar audience
INCREMENTALITY: HOWTO MEASURE?
TARGET REVENUE
CONTROL
REVENUE

9. Then compare this withyour RTGcampaign’s cost to evaluateyour
true ROI
INCREMENTALITY: HOWTO MEASURE?

10. MOST COMMON MISTAKE IN RTG SETUP
…with a ROAS
target
Only lapsed users…
I don’t want to
retarget my active
users

11. WRONG
RETARGETING
NO RETARGETING

12. GOOD
RETARGETING

13. 2.
DON’T WAIT FOR
YOUR USERS
TO CHURN!
RE-ENGAGEMENT
IS AN
ON-GOING ACTION
1.
CONTROL GROUP
TO MEASURE
REAL ROI
OF RTG
3.
RULES FOR A
SCIENTIFICALLY
VALID
CONTROL GROUP
TAKE AWAY

14. ANY QUESTIONS?
MEET US AT OUR BOOTH!
WE ARE HERE!