Targeting of the users that have already been targeted or performed a certain action within an app
Retargeting is a subset of the user acquisition process, where users that were or still are engaged with the app are targeted via paid ads to re-engage them. Can also be used to target users that engaged with an ad but have not installed the app yet. Often retargeting is combined with special comeback offers. It is an important activity that helps to enhance user LTV and keep the most valuable users active and engaged.