Retargeting campaigns allow you to target users who have visited your website or used your app but haven't performed any significant events such as make reservations, add-to-carts, purchases and etc. We see numerous retargeting advertising platforms in the mobile advertising markets such as Facebook, Google Ads, Criteo, Moloco, Remerge and etc, and Airbridge supports technical integration with these publishers as partners. You can find out more about how to integrate with different channels under the 'Integrated Channel' menu. In this document, we aim to inform retargeting optimization through deep linking and all-postbacks.
Normally, retargeting campaigns target users who already have the app and aim to create conversion events. Therefore, it is important to attach deep link information when creating a tracking link for retargeting campaigns.
If a tracking link without a deep link has been used, a user who already has the app will be redirected to the app's main page instead of the specific product page. This eventually will create a negative experience for the user and must be avoided. For more information on attaching a deep link in the tracking link, please refer to the document below.
Setting Deferred Deeplinks
Marketers can also target users who have deleted or have not yet installed the app. In this case, setting deeplinks is crucial for targetting users who have not yet downloaded the app because properly connecting the exposed advertisement to the assigned destination page will eventually advocate increase in conversion rate.
For instance, if a user who is exposed to product A advertisement downloads the app to make purchase but needs to search the product all the way from the main page, the user will likely to have a laborious experience. In this case, we can set up a 'Deferred Deeplink' so that the user will automatically be delivered to the specific product page once he/she downloads the app.
Please refer to the documents below to find out more about setting Deferred Deeplink.
Setting Dynamic Deeplinks
You can set up deeplinks for multiple channels by using one tracking link created in the dashboard. For example, this feature is useful when you must send different users to different product pages. You can do this by setting up deeplinks in different product id so that the user will be delivered to that specific product page.
Using Dynamic Macro Variables
When creating tracking link, go to the redirection path and select 'App (Deep Link)' under 'Destination'. Insert the dynamic macro value in the deeplink. To find out the macro value for a specific channel, please contact the retargetting channel you wish to use or refer to the channel guideline.
Utilizing Tracking Links
Once you create the tracking link after adding the dynamic macro value, you can see that the values have been added in the tracking link parameter.
When the retargetting channel inserts the actual corresponding macro value in the tracking link, a user who clicks on the link will be automatically delivered to the reflected destination page.
All-postback refers to sending any events such as app installations, purchases, add-to-carts, and etc via postback regardless of the channel attribution.
In retargeting campaigns, it is important to segment users in order to optimize conversion rates. For better optimization, retargeting platforms must segment users into different groups and collect as much data as possible regardless of the attribution. You can set up all-postback in the dashboard so that all of the event data will be sent via postback.
Go to 'Integrated Ad Channels' in dashboard and click 'Postback Settings' after selecting a channel.
If you untick 'Send attributed events only to this channel' all events will be sent via postback regardless of their attribution.