Remarketing uses messaging or advertising outside your app to bring back users who haven’t stopped by in a while. And like just about all app marketing, it gets the best results when it’s targeted to users. Segment your remarketing by the  actions a user previously took within your app and their current position in the app user lifecycle.


First, make sure your team identifies a “lapsed user.” It varies from app to app, but a good rule of thumb is whether a user has opened your app in 30 days or less (based on our retention data).

How? Try an Instagram or Facebook ad. The idea is to drive them to open your app again. Show off a new feature, or entice them with a special offer, tell them about an upcoming event--whatever you think will grab their interest.