Overview of tools for creating audiences in mobile retargeting

The effectiveness of any retargeting campaign largely depends on the correct segmentation of the audience. Highlighting segments and careful processing of user data - makes it possible to work separately with each of them. This is unique, because each user sees personalized banners, the product in which they are interested. This approach increases the conversion of the mobile application an unlimited number of times.

In the article, on behalf of Getloyal , an automated retargeting system for mobile applications , we will examine and compare tools such as AppsFlyer Audiences and Adjust Audience Builder. If you use the services of these trackers, then additional integration is not needed.



Before you begin to segment your audience, you need to solve some issues. First, decide how to choose the right audience for retargeting . Secondly, what tools to choose to quickly create an audience list for the parameters you are interested in. Today, many advertising platforms allow you to quickly and easily work with the audience, they allow you to download the desired segments and target specific users.

Adjust Audience Builder


A tracker that allows you to work effectively with dynamic segments of the audience is Adjust Audience Builder . When creating audiences, you can highlight many conditions for targeting, for example: you can make segments by Ad ID and push token, by device type, country, mobile app installation date, last attribution session, event, and so on. In addition, it is possible to apply different types of use of conditions, such as: include, exclude, less than, fewer / more than.

Suppose you select “revenue event include 14”, then only users who have made exactly 14 orders will fall into the audience.

It is worth noting that Adjust Audience Builder automatically updates audience lists. At the moment, there is the ability to automatically push the audience on Facebook, after which the Adjust client has the opportunity to launch a campaign targeting the created audience.

Adjust also allows you to create a URL for access to which the client can upload a list of users in the form of a .CSV file. You can download the .csv file manually to any site or transfer the link to the file to your retargeting partner.

To work with partners, Adjust also provides the opportunity to split 1 audience into 2 or more, which allows you to parallelize the process of working with partners or, for example, conduct A / B testing.

Summary:


Pros:

  • You can configure clear segments for in-app events and time periods;
  • Audiences are automatically updated;
  • It does not require additional integration;
  • The ability to convey the audience to partners in the form of a ready-made list.

Minuses:

  • Integrated only with Facebook;
  • The tool is paid;
  • Need your resources to run campaigns.

Appsflyer Audiences


Tool Audiences provides a functional solution for user segmentation. You can create audiences based on any events in the application that are registered in AppsFlyer, event attributes (product type, material, category, etc.), as well as a segment of users who deleted the application (for iOS).

You can use various filters by period. For example: users who put the product in the basket for the last 7 days, but did not buy it. Or users who installed the application made a purchase, but removed the application for some reason.

The period for which the user committed or did not perform an action cannot be arbitrarily selected; there are strictly fixed values ​​(1, 2, 7, 14, 30, 60, 90, 120, 360 days). You can select the number of committed actions, for example, bought 5 times in the last 14 days.

AppsFlyer audiences are integrated with advertising platforms: Facebook, Yahoo, Gemini, Twitter, Inmobi. In Audiences, you need to complete the setup once, after which the user data will be synchronized with the selected sources and updated automatically.

Summary:


Pros:

  • You can configure clear segments for in-app events, event attributes, and time periods;
  • Integrated with popular advertising platforms;
  • Audiences are automatically updated;
  • It does not require additional integration.

Minuses:

  • The tool is paid;
  • Need your resources to run campaigns.

There are actually many options for setting up audience segments. It all depends on the specific business, monetization, user base and event tracking. For long-term work, you will have to constantly update segments (at least once a day) in advertising offices and support advertising campaigns.

Getloyal


To optimize the process, you can use Getloyal 's automated retargeting system , which will do everything for you. Getloyal - provides comprehensive mobile retargeting services. In three clicks, the system will configure the transfer of events to the database and receive updated segments on the best advertising platforms. The service allows you to create audiences for semi-dynamic campaigns based on more "deep" data about each event. It is possible to segment users by a variety of parameters: country, city, language, device type etc. Getloyal is integrated with Appsflyer, Adjust, Tune, Kochava and other tracking systems. Variable advertising formats, creative approaches and an experienced team.

Pros:

  • You can configure segments according to in-app events with any time intervals;
  • No additional investment required;
  • Automatic audience updates;
  • Integrated with popular advertising platforms;
  • Own buying team with remarketing experience.

Article author: Pavel Emelkin, Getloyal.