Remarketing vs. Retargeting vs. Re-engagement vs. Reattribution for Mobile Apps

Mobile marketing is special in the sense that it gives one idea several names and one name several ideas. Remarketing, retargeting, re-engagement, and reattribution is just one example in the overlap. There are four terms, one journey, and every platform tells the story a little differently. 

These distinctions are still worth knowing because each term points to a different moment: 

1. A user goes quiet or uninstalls.
2. A campaign makes the case for coming back.
3. The user returns.
4. A mobile measurement platform (MMP) decides whether, and how, to credit that campaign.
   

• Remarketing and retargeting belong to step two: the campaigns built to reach people who already know your app. 
• Re-engagement（召回） names the return itself at step three. 
• Reattribution names the crediting at step four.

What follows is a close look at the four terms, a comparison of how Adjust, AppsFlyer, and Tenjin label the same journey, and the questions worth asking when you evaluate how a platform measures returning users.

The Quick Comparison

什么是Remarketing（再营销）？

Remarketing is the broadest of the four terms. It covers any effort to reach people who have already interacted with your app or brand.

In mobile app remarketing, that can mean paid ads, push notifications, email, in-app messages, or personalized offers. Outside of mobile attribution, the word is often used interchangeably with retargeting, and many teams do the same. If you see “app remarketing” in a brief, read it as the umbrella strategy.

什么是Retargeting（重定向投放）？

Retargeting is usually the campaign term, especially in mobile user acquisition, as well as e-commerce and web. It’s used to describe a campaign designed to bring a past user back to your app.

Retargeting campaigns commonly target users who:

• Previously installed or used the app
• 不再打开应用的用户
• Abandoned onboarding, a purchase, or another key flow
• Started a trial or made a prior purchase
• 之前卸载过应用的用户

To sum up, retargeting is what you run. It is the campaign that gives a past user a reason to return.

Re-engagement vs. Retargeting

This is the distinction that matters most for measurement.

• 再营销 is the campaign. 
• Re-engagement（召回） is the eligible return it drives.

例如： 

A user has not opened an app for ten days. They click a paid retargeting ad and reopen the app, which is still installed. The ad is the retargeting campaign. The return can be measured as a re-engagement.

One caution: not every app opened after an ad qualifies. Inactivity thresholds, attribution windows, and eligible channels all determine whether a return counts. For a deeper look, see the re-engagement glossary entry.

什么是Reattribution（重归因）？

Reattribution is a term some mobile measurement platforms use when a qualifying returning user is assigned to the retargeting campaign or source that brought them back.

But, the exact definition varies by platform. It may apply to a return to an installed app, a retargeting-driven reinstall, or both. Our reattribution glossary entry covers the mechanics in more detail.

Reattribution vs. Re-engagement

The two terms are often paired, yet they answer different questions. Re-engagement is what happened and reattribution is who gets credit for it.

Think of returns as the re-engagement, while reattribution describes how some platforms assign credit. 

Tenjin: Re-engagement Attribution

Tenjin uses 再营销归因（Re-engagement）. It can credit two eligible return types to a paid retargeting campaign:

• Reactivation: the app remained installed and the user reopens it
• Reinstall: the user deleted the app, then installs and opens it again

Please note that the same word can carry different weight on different platforms. So “Re-engagement” in one tool may exclude reinstalls, while in another it may include them. Comparing labels alone will not tell you whether two reports measure the same thing, but comparing the rules behind them will.

Importance for Mobile-First and Hybrid Monetization Apps

An app open is not the finish line. A returning user is valuable only if they go on to do something worthwhile, so the real question is what value they create after they return.

A well-run re-engagement campaign may lead a user to:

• Resume a subscription or make an in-app purchase
• Generate ad revenue through additional sessions and impressions
• Complete a booking, purchase, level, or other key in-app event
• Return to a product flow they previously abandoned

For hybrid monetization apps, value rarely flows from a single source. A campaign might win back a user who never buys anything but watches ads every day, or one who subscribes and never sees an ad. Judging either by one revenue stream alone would misread the result.

For hybrid apps, re-engagement measurement should not stop at the return. Look at the post-return retention, revenue, and ROAS a campaign creates across subscriptions, in-app purchases, and ads.

That means measuring, by campaign:

• 订阅收入
• 应用内购买（IAP）收入
• 广告收入（IAA）
• Retention 留存
• ROAS
• 关键应用内事件

Look Beyond the Label: What to Compare

When you evaluate how a platform measures returning users, ask about the mechanics, not the vocabulary:

• Does it measure returns to an installed app, reinstalls, or both?
• What inactivity period is required before a return qualifies?
• Which attribution windows apply?
• Which advertising channels are eligible?
• Where does campaign credit go after the return?
• Can you evaluate post-return retention, revenue, and ROAS by campaign?
• Can hybrid apps assess value across subscriptions, in-app purchases, and ad revenue?

Which Term Should You Use?

A simple rule of thumb:

• Use remarketing for the broad strategy of reaching past users.
• Use retargeting for paid campaigns designed to bring users back.
• Use re-engagement for an eligible return after that campaign.
• Use reattribution when discussing a specific MMP’s attribution terminology.

Tenjin uses Re-engagement Attribution to measure eligible returns from paid retargeting campaigns, including reactivations and reinstalls. Whichever platform you use, the goal is the same: know which campaign brought a user back, and what that user did next.

常见问题解答