Remarketing, in simple terms, is responding to users who've engaged with you. They could be customers who have purchased from you or viewers who have simply shown an interest. When you check out a coat on your favorite retail site and then an ad pops up encouraging you to take another look—that’s remarketing.
To access Remarketing in Localytics, simply click Remarketing in the dashboard sidebar, located under Marketing.
The whole idea of remarketing is to continuously engage the customer and nudge them to conversion. Before we dive into setting up a remarketing campaign, let's go over some terms you should know.
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.
Keep in mind, a maximum of one re-engagement will be attributed per remarketing ad clicked. You can view re-engagement charts and metrics in the remarketing Dashboard and can view results per campaign.
Conversions are calculated based on users who re-engaged and completed the selected conversion event within the selected timeframe.
To select a conversion event, click into any of your remarketing reports listed at the bottom of the Remarketing dashboard. From there, choose Set a conversion event. From there you'll be presented with a modal to allow you to choose which conversion event you want to track from a drop-down menu. Don't forget to Save conversion event.
It’s important to have a specific remarketing goal in mind before you create your audiences and messaging. Then you have something to measure your efforts' effectiveness against.
The three most common goals are:
- Nurturing: keeping your customers engaged based on previous behaviors with you.
- Monetizing: moving your customers to buy a previously viewed product or service. Typical remarketing includes discounts and promotions on viewed items or abandoned cart reminders.
- Re-engaging: Renewing interest from lapsed customers.
Once you have a goal, successful remarketing requires three key steps:
- Creating well-defined target audiences
- Meaningful, timely messages
- The ability to analyze, learn, and optimize based on your learnings
The Localytics dashboard makes it easy to create remarketing audiences by using previous engagement behaviors and key profile characteristics.
It also makes it easy to export audiences to your remarketing distribution platforms (ie. Facebook).
Our True Impact tracking and analytics show you exactly how your remarketing initiative performed against your goals. This way you can build on what’s working and stop wasting time on what isn’t. Before you know it, you’ll be remarketing like a pro.
The Localytics Remarketing dashboard puts key tools for creating audiences, exporting them, and then analyzing your remarketing results in one place. To access the dashboard, simply select Remarketing from the sidebar under the Marketing header.
Who are you targeting and why? This should be the first question you ask yourself. The more specific you can be, the better you can tailor your message based on the user's prior behaviors and profile information.
To create an Audience for export, head to the Remarketing section of your dashboard (under Marketing). From there, click the green plus button.
Select a Saved Audience, or build a New Audience by toggling between the two options.
Our remarketing dashboard makes it easy to identify and target audiences based on three criteria: Events, Sessions (considered Behavior Conditions), and Profile.
Events and Sessions data map back to actions that users have taken during previous engagements with you. Profiles refer to demographic and usage data. Add either of these to a new Audience by selecting + Add Behavior Condition.
The dashboard allows you to build your audiences using simple drop-down menus to apply the events, sessions, and profile data filters you want to use.
Once you've built your audience, you can then export it to the appropriate social media or online remarketing platform in order to distribute your remarketing campaign.
Once you’ve launched your remarketing campaign, you can use the Remarketing dashboard in Localytics and report functions to analyze its effectiveness.
Using Localytics’ robust audience-building to power your Facebook remarketing campaigns creates more meaningful and effective remarketing experiences.
Syncing your Localytics audiences with your Facebook ad platform takes just a few clicks. But first you must:
- Have admin privileges on your Facebook Account
- Have previously accepted Facebook’s Mobile App Custom Audiences and Custom Audiences Terms of Service
To begin, select Remarketing from under the Marketing header in the Dashboard. From there, press the green plus button to export an Audience.
Build a New Audience and select a Saved Audience. Once you've chosen, you might be prompted to login to your Facebook account. After verification, hit Send Audience and you're good to go!
Localytics Audiences can be grouped for remarketing messaging distribution by Apple IDFA (Identifier for Advertising) and/or Google GAID (Google Advertising Identifier) or by Customer ID.
First, head to the Audiences section (Marketing > Audiences). Select the audience you wish to export. Hover over the ellipsis on the far right of the selected audience line to reveal the Actions drop down.
Scroll down under Exports to the Identifier you wish to use (IDFA or Customer ID), and select your export. A status bar will appear at the top of the screen.
Check on the Audience export by clicking on the status bar. When it is done, click on Download.
Next up, we'll walk through a Remarketing report. Check out this article for a quick walkthrough.