Remarketing

Getting started?

Level up on fundamentals with Key Concepts or learn how to create Remarketing Campaigns to increase activation, conversion, and engagement.

Key concepts

Remarketing overview

Remarketing is the practice of marketing to existing users of your app. For example, you may send an ad to free users of your app to ask them to buy a paid feature, or show an ad to people who have already made purchases in your app to ask them to purchase again. Unlike advertisements that are aimed at installs, these advertisements are typically aimed at driving re-engagement or conversions.

Localytics supports this by allowing you to create highly-customized Audiences within Localytics that can be exported and provided to a third-party like an ad network. Further, in the special case of Facebook, Localytics Audiences can be automatically synced with the click of a button. This empowers you to engage users outside your app based on Localytics-tracked behaviors and Profiles information.

Re-engagements

Localytics measures a re-engagement as an app session within 14 days of viewing a remarketing advertisement. A user can have more than one re-engagement reported in Localytics if that user clicks on more than one remarketing advertisement; however, a maximum of one re-engagement will be attributed per remarketing advertisement clicked. You can view re-engagement charts and metrics in the remarketing Dashboard and can view results per campaign.

Conversions

Conversion events are calculated based on users who had a re-engagement and completed the selected conversion event with the selected timeframe. To select a conversion event, click the blue dropdown arrow next to the event name to view a list of available conversion events. Select an event to set it as the conversion event.

Remarketing campaigns

Localytics helps you execute remarketing campaigns by empowering you to create highly-customized Audiences that can either be exported and provided by you to a third-party or synced directly to Facebook with the click of a button. Within Facebook, you can remarket to this Audience directly or create a Lookalike Audience to power a new acquisition campaign.

Sync an Audience to Facebook

Localytics Remarketing allows you to sync a Localytics Audience to Facebook with the click of a button. To do so, you must be an administrator on a Facebook Ad Account and you must have previously accepted Facebook's Mobile App Custom Audiences terms of service and their Custom Audiences terms of service. To achieve this, you will simply define an Audience in Localytics and then select the option to Send to Facebook.

  1. Within the Localytics dashboard, navigate to the Audiences report. Click the Actions menu (i.e. the ellipsis) next to the desired Audience.
  2. Under Remarketing select Send to Facebook.
  3. If needed, log into Facebook.
  4. Select a Facebook Ad Account to receive your Localytics Audience and select OK. Processing may take up to an hour on Facebook's side. After an hour, the remarketing audience will appear in your Facebook Ads Manager Audiences with the name Localytics Audience + the date and time you sent the Audience.
  5. Now, you can use the Audience you sent to run Facebook App Engagement campaigns. Follow Facebook's instructions for setting up an app re-engagement campaign using a Custom Audience, or create a Lookalike Audience in Facebook to optimize your app install campaigns.

To illustrate:

Export an Audience

Localytics Remarketing allows you to download a CSV-formatted list containing advertising identifiers or customer IDs for devices in a particular Localytics Audience. You can then provide these identifiers to ad networks to power remarketing campaigns. Consult the table below to find a list of Export types:

Export type Information
IDFAs Exports a list of iOS identifiers for advertising
Google Ad IDs Exports a list of Google identifiers for advertising
Customer IDs Exports a list of Localytics Customer IDs, if set by your app

To achieve this, you will simply define an Audience in Localytics and then select the option to export the identifiers of interest. The export will then process and be saved to the Exports screen within the Audiences report.

  1. Within the Localytics dashboard, navigate to the Audiences report. Click the Actions menu (i.e. the ellipsis) next to the desired Audience.
  2. Under Exports, click the identifier type you'd like to export. A status bar appears at the top of the screen.
  3. On the status bar, click here to view the status of your audience exports. When your export is complete, click Download.

To illustrate:

Remarketing report

 

The Remarketing report provides a summary of re-engagements and conversions observed over a specified time period for Facebook remarketing campaigns. For more details on how Localytics measures re-engagement and conversions, see Key Concepts above. If you're uncertain about the data you're seeing, consider reviewing help articles published in our Answers portal. If you're exploring ways to drive value with Localytics, consider trying a Localytics Project.

Localytics reports various metrics per Facebook remarketing campaign, including total re-engagements, average re-engagements per day, and conversions. Again, for definitions, see Key Concepts above.

Consider using the Remarketing report to:

  • Determine if your Facebook remarketing campaigns are driving downstream conversions by setting a conversion event in the report.

  • Drill down by campaign to determine which campaigns are the most successful as measured by downstream engagement metrics.

To illustrate: