Retargeting
Retargeting means showing ads or messages again to users who have already engaged with a product but didn't reach the target action. The goal is to bring back a warm audience and convert it more cheaply than fresh cold traffic.
How retargeting is usually built
The classic setup uses an ad platform's pixel: it builds an audience of landing-page visitors and serves them ads again. That requires a fresh ad budget and depends on the platform's policies for the specific vertical.
Retargeting in PWA arbitrage
A PWA has a built-in edge here: it stays on the home screen, and with push permission granted, there's a direct communication channel that doesn't require buying new impressions. APEX's push engine with segmentation and triggered sends handles retargeting natively — buyers can run separate tracks for those who installed but didn't register, and those who registered but didn't pay.
FAQ
- Do you need a separate ad budget for retargeting in PWA arbitrage?
- Usually not — push-based retargeting runs through the already-installed app, so the cost sits with the push service itself rather than buying new impressions from an ad platform.
- Which audience should you segment first?
- Most often, 'installed but hasn't completed the target action within N hours' — it's the warmest and usually the largest group worth bringing back through push.
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