Known users, unfinished journeys
App retargeting addresses people who have already installed or interacted: users who stalled during onboarding, abandoned a cart, or stopped opening the app. They need no introduction to the product, only a reason to return.
Segment by behaviour, not recency alone
Effective retargeting segments by what the user did and how valuable that behaviour is, then matches messaging to the specific point where the journey stopped. Deep links should return the user to that point rather than the home screen.
Control frequency
Retargeting degrades quickly when frequency is unmanaged. Caps, exclusion windows and sequenced creative keep the campaign useful to the user and efficient for the advertiser.