{"id":204,"count":0,"description":"","link":"https:\/\/tenjin.com\/zh\/glossary\/re-engagement\/","name":"\u53ec\u56de","slug":"re-engagement","taxonomy":"glossaries","parent":0,"meta":{"status":["1","1"],"order":["0","0"],"glossary_term_description":["<div style=\"border: 1px solid #e5e5e5;padding: 16px;border-radius: 8px;background: #fafafa\">\r\n\r\n<b>Definition:<\/b>\r\n\r\nRe-engagement is when an inactive app user returns after a marketing interaction. The term describes both the strategy of bringing users back and, in mobile measurement, the attributed return that happens when an eligible user opens an app after engaging with a retargeting campaign.\r\n\r\n<\/div>\r\n<h2><\/h2>\r\n<h2 class=\"wp-block-heading\">What is Re-engagement?<\/h2>\r\n<!-- \/wp:heading -->\r\n\r\n<!-- wp:paragraph -->\r\n\r\n<span style=\"font-weight: 400\">In mobile marketing, re-engagement focuses on users who installed and used your app, then stopped opening it.<\/span>\r\n\r\n<span style=\"font-weight: 400\">These users already know your app. They may have completed onboarding, made a purchase, started a trial, or used a core feature before going quiet. The goal is to give them a relevant reason to come back before they uninstall.<\/span>\r\n\r\n<span style=\"font-weight: 400\">Depending on the audience and campaign, that reason can come from paid ads, push notifications, email, in-app messages, new content, personalized offers, or product improvements.<\/span>\r\n\r\n<span style=\"font-weight: 400\">A return is only the first step. What matters just as much is what happens next: whether users complete a key action, make a purchase, start or resume a subscription, or become active again over time.<\/span>\r\n\r\n<!-- \/wp:paragraph -->\r\n\r\n<!-- wp:heading -->\r\n<h2><strong>Why Is Re-Engagement Important?<\/strong><\/h2>\r\n<span style=\"font-weight: 400\">Dormant users represent untapped value. They have used your app firsthand and haven't uninstalled it yet, so there is still an opportunity to win them back.<\/span>\r\n\r\n<span style=\"font-weight: 400\">Re-engagement helps app teams get more value from users they have already acquired. Because returning users have some experience with the app, they may be more likely to convert than completely new users.<\/span>\r\n\r\n<span style=\"font-weight: 400\">A strong re-engagement program can help your team:<\/span>\r\n<ul>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Improve <\/span><a href=\"https:\/\/tenjin.com\/glossary\/retention-rate-rr\/\"><span style=\"font-weight: 400\">retention<\/span><\/a><span style=\"font-weight: 400\"> by bringing inactive users back before they <\/span><a href=\"https:\/\/tenjin.com\/glossary\/churn-rate\/\"><span style=\"font-weight: 400\">churn<\/span><\/a><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Drive additional purchases, subscriptions, or other key in-app events<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Learn which messages, offers, and product updates motivate users to return<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Measure whether paid retargeting campaigns create incremental value<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Make better decisions about spend, creative, audiences, and campaign timing<\/span><\/li>\r\n<\/ul>\r\n<span style=\"font-weight: 400\">Timing matters. The longer a user stays inactive, the harder they can be to bring back.<\/span>\r\n\r\n<span style=\"font-weight: 400\">To understand the true value of a campaign, you need to separate paid, attributable returns from users who would have reopened the app on their own.<\/span>\r\n<h2><b>Remarketing vs. Retargeting vs. Re-engagement vs. Reattribution<\/b><\/h2>\r\n<span style=\"font-weight: 400\">These terms are closely related and often used interchangeably, but each one describes a different part of the same user journey.<\/span>\r\n<h3><b>What Is Remarketing?<\/b><\/h3>\r\n<span style=\"font-weight: 400\">Remarketing is the broad practice of marketing to people who have already interacted with your app or brand.<\/span>\r\n\r\n<span style=\"font-weight: 400\">It can include email, push notifications, owned media, paid ads, and other campaigns designed to bring past users or interested audiences back. Many teams use remarketing and retargeting interchangeably.<\/span>\r\n<h3><b>What Is Retargeting?<\/b><\/h3>\r\n<span style=\"font-weight: 400\">Retargeting usually describes the campaign itself: a campaign designed to bring existing or former users back to your app.<\/span>\r\n\r\n<span style=\"font-weight: 400\">For example, you might run paid ads aimed at users who:<\/span>\r\n<ul>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Stopped opening the app<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Abandoned an important flow, such as onboarding or checkout<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Previously made a purchase or started a trial<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Previously uninstalled the app<\/span><\/li>\r\n<\/ul>\r\n<span style=\"font-weight: 400\">In short, retargeting is what you run.<\/span>\r\n<h3><b>What Is Re-engagement?<\/b><\/h3>\r\n<span style=\"font-weight: 400\">Re-engagement is one possible outcome of a retargeting campaign.<\/span>\r\n\r\n<span style=\"font-weight: 400\">In mobile measurement, a re-engagement happens when an eligible user interacts with a retargeting campaign and then returns to an app that is still installed on their device.<\/span>\r\n\r\n<span style=\"font-weight: 400\">In short, re-engagement is the eligible return you measure.<\/span>\r\n<h3><b>The Simple Difference<\/b><\/h3>\r\n<ul>\r\n \t<li style=\"font-weight: 400\"><b>Remarketing:<\/b><span style=\"font-weight: 400\"> the broad practice of reaching past users or audiences<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><b>Retargeting:<\/b><span style=\"font-weight: 400\"> the campaign designed to bring users back<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><b>Re-engagement:<\/b><span style=\"font-weight: 400\"> an eligible return after a retargeting interaction<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><b>Reattribution:<\/b><span style=\"font-weight: 400\"> a platform-specific way of assigning credit for that return<\/span><\/li>\r\n<\/ul>\r\n<h3><b>What Is Reattribution?<\/b><\/h3>\r\n<span style=\"font-weight: 400\">Reattribution is a term some mobile measurement platforms use when a qualifying returning user is credited to the retargeting campaign or source that brought them back.<\/span>\r\n\r\n<span style=\"font-weight: 400\">Definitions vary by platform. Reattribution may cover users who return to an installed app, users who reinstall after deleting the app, or both.<\/span>\r\n\r\n<span style=\"font-weight: 400\">In short, reattribution is how some platforms assign credit for a returning user.<\/span>\r\n<h2><b>How Does Tenjin Measure Re-engagement?<\/b><\/h2>\r\n<span style=\"font-weight: 400\">Tenjin measures retargeting campaigns through Re-engagement Attribution.<\/span>\r\n\r\n<span style=\"font-weight: 400\">When an inactive user engages with an eligible paid retargeting campaign and then returns to the app, Tenjin can credit that campaign for the return.<\/span>\r\n\r\n<span style=\"font-weight: 400\">Eligible returns can be:<\/span>\r\n<ul>\r\n \t<li style=\"font-weight: 400\"><b>A reactivation:<\/b><span style=\"font-weight: 400\"> the user kept the app installed and opens it again<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><b>A reinstall:<\/b><span style=\"font-weight: 400\"> the user deleted the app and later installs it again<\/span><\/li>\r\n<\/ul>\r\n<span style=\"font-weight: 400\">When a return meets Tenjin's eligibility rules, the retargeting campaign receives credit and Tenjin reports it as a Tracked Re-engagement. A qualifying reinstall is also reported as a Tracked Reinstall.<\/span>\r\n\r\n<span style=\"font-weight: 400\">Tenjin uses settings such as the inactivity threshold, <\/span><a href=\"https:\/\/tenjin.com\/glossary\/attribution-window\/\"><span style=\"font-weight: 400\">attribution window<\/span><\/a><span style=\"font-weight: 400\">, and enabled advertising channel to decide whether a return qualifies. Unqualified or organic returns are not counted as tracked re-engagements, so paid returns stay separate from organic activity in your reporting.<\/span>\r\n\r\n<span style=\"font-weight: 400\">For the full product explanation, see <\/span><a href=\"https:\/\/tenjin.com\/docs\/re-engagement-attribution\/\"><span style=\"font-weight: 400\">Re-engagement Attribution<\/span><\/a><span style=\"font-weight: 400\">. For setup steps, see <\/span><a href=\"https:\/\/tenjin.com\/docs\/how-to-setup-re-engagement-measurement\/\"><span style=\"font-weight: 400\">How to Set Up Mobile App Retargeting and Re-engagement Measurement<\/span><\/a><span style=\"font-weight: 400\">.<\/span>\r\n<h2><b>Why Does Re-engagement Attribution Matter?<\/b><\/h2>\r\n<span style=\"font-weight: 400\">Without attribution, you may see users return after a campaign but have no way to tell whether the campaign caused the return. That makes it easy to credit campaigns for organic reopens or count conversions your spend didn't drive.<\/span>\r\n\r\n<span style=\"font-weight: 400\">Accurate re-engagement attribution helps you:<\/span>\r\n<ul>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Credit eligible returning users to the correct retargeting campaign<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Separate paid returns from organic app opens<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Compare re-engagement performance across campaigns, channels, creatives, and audiences<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Understand the revenue, retention, and ROAS generated after a return<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Send the right conversion signals back to advertising channels<\/span><\/li>\r\n<\/ul>\r\n<span style=\"font-weight: 400\">The result is a clearer view of whether your retargeting spend brings valuable users back, rather than taking credit for activity that would have happened anyway.<\/span>\r\n\r\n<!-- \/wp:paragraph -->\r\n\r\n<!-- wp:heading -->\r\n<h2><b>How Do You Re-engage Inactive Users?<\/b><\/h2>\r\n<span style=\"font-weight: 400\">Start by understanding why users became inactive. Drop-off rarely has a single cause. Common reasons include:<\/span>\r\n<ul>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">An incomplete or confusing onboarding experience<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">App crashes or technical issues<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">A difficult level, workflow, or product experience<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Not finding value quickly enough<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">A new competitor or substitute product<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">A subscription, price, or payment concern<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">A lack of new content, features, or reasons to return<\/span><\/li>\r\n<\/ul>\r\n<span style=\"font-weight: 400\">Once you understand the likely reason, you can build your campaign around a clearer message. For example, you might promote:<\/span>\r\n<ul>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">A feature or bug fix that resolves a past frustration<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">New content, inventory, levels, or product capabilities<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">A personalized offer or time-sensitive incentive<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">A reminder tied to an abandoned action<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">A relevant subscription or renewal message<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Social proof, rewards, or loyalty benefits<\/span><\/li>\r\n<\/ul>\r\n<span style=\"font-weight: 400\">Good onboarding helps too. A clear first experience means fewer users go quiet in the first place.<\/span>\r\n<h2><b>How to Plan a Re-engagement Campaign<\/b><\/h2>\r\n<span style=\"font-weight: 400\">Most re-engagement campaigns follow these steps.<\/span>\r\n<h3><b>1. Define What \"Inactive\" Means for Your App<\/b><\/h3>\r\n<span style=\"font-weight: 400\">The right inactivity period depends on how people normally use your app. For a daily-use app, seven days without an app open may signal meaningful inactivity. For a travel, finance, or utility app, a much longer gap may be normal.<\/span>\r\n\r\n<span style=\"font-weight: 400\">Base your definition on real user behavior, not a universal benchmark.<\/span>\r\n<h3><b>2. Identify Where Users Dropped Off<\/b><\/h3>\r\n<span style=\"font-weight: 400\">Use your attribution and analytics data to find the moments where engagement breaks down. This shapes both your audience and your message.<\/span>\r\n<h3><b>3. Choose a Specific Audience<\/b><\/h3>\r\n<span style=\"font-weight: 400\">Not every inactive user needs the same campaign. Useful segments include:<\/span>\r\n<ul>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Time since last session<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Frequency of past use<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Purchase or subscription history<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Original acquisition channel<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Country, platform, or device<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Onboarding completion<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Product features used<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">The point where they dropped off<\/span><\/li>\r\n<\/ul>\r\n<span style=\"font-weight: 400\">A former subscriber, a high-value purchaser, and a user who never finished onboarding will likely need different messages and offers.<\/span>\r\n<h3><b>4. Match the Message to the Reason for Return<\/b><\/h3>\r\n<span style=\"font-weight: 400\">Give users a clear reason to come back now. A generic \"we miss you\" message can work, but a specific one is often stronger. Tell users about the feature they were waiting for, a problem you fixed, an offer based on their past behavior, or content related to their interests.<\/span>\r\n<h3><b>5. Use a Relevant Destination<\/b><\/h3>\r\n<span style=\"font-weight: 400\">Send returning users to the most useful place in your app. Deep links can take them straight to a specific screen, offer, product, feature, or piece of content instead of the home screen. This makes the return journey more relevant and easier to measure.<\/span>\r\n<h3><b>6. Measure More Than Re-opens<\/b><\/h3>\r\n<span style=\"font-weight: 400\">An app open is only the first signal. Track what users do after they return, including:<\/span>\r\n<ul>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Sessions and retention<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Purchases or subscription events<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Revenue and ROAS<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Key in-app events<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Completion of the action promoted in the campaign<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Performance by channel, campaign, creative, audience, and country<\/span><\/li>\r\n<\/ul>\r\n<span style=\"font-weight: 400\">This helps your team tell the difference between campaigns that drive quick reopens and campaigns that create long-term value.<\/span>\r\n<h2><b>Re-engagement and Subscription Reactivation<\/b><\/h2>\r\n<span style=\"font-weight: 400\">Re-engagement and subscription reactivation are related, but they are not the same thing.<\/span>\r\n\r\n<b>Re-engagement<\/b><span style=\"font-weight: 400\"> is when an inactive app user comes back through a campaign or other marketing interaction.<\/span>\r\n\r\n<b>Subscription reactivation<\/b><span style=\"font-weight: 400\"> is when a former subscriber becomes a paid subscriber again after canceling or lapsing.<\/span>\r\n\r\n<span style=\"font-weight: 400\">A paid retargeting campaign may contribute to a subscription reactivation, but reactivations can also come from organic use, email, push notifications, or a user returning on their own.<\/span>\r\n\r\n<span style=\"font-weight: 400\">Learn more in the <\/span><a href=\"https:\/\/tenjin.com\/glossary\/subscription-reactivation\/\"><span style=\"font-weight: 400\">Subscription Reactivation<\/span><\/a><span style=\"font-weight: 400\"> glossary entry.<\/span>\r\n\r\n<hr \/>\r\n\r\n<h2><b>Related Terms<\/b><\/h2>\r\n<ul>\r\n \t<li style=\"font-weight: 400\"><a href=\"https:\/\/tenjin.com\/glossary\/retention-rate-rr\/\">Retention Rate<\/a><\/li>\r\n \t<li style=\"font-weight: 400\"><a href=\"https:\/\/tenjin.com\/glossary\/session\/\">Session<\/a><\/li>\r\n \t<li style=\"font-weight: 400\"><a href=\"https:\/\/tenjin.com\/glossary\/churn-rate\/\">Churn Rate<\/a><\/li>\r\n \t<li style=\"font-weight: 400\"><a href=\"https:\/\/tenjin.com\/glossary\/attribution\/\">Attribution<\/a><\/li>\r\n \t<li><a href=\"https:\/\/tenjin.com\/glossary\/attribution-window\/\">Attribution Window<\/a><\/li>\r\n \t<li><a href=\"https:\/\/tenjin.com\/glossary\/conversion-rate-cvr\/\">Conversion Rate<\/a><\/li>\r\n \t<li><a href=\"https:\/\/tenjin.com\/glossary\/conversion\/\">Conversion<\/a><\/li>\r\n<\/ul>\r\n\r\n<hr \/>\r\n\r\n<h2>Frequently Asked Questions<\/h2>\r\n<h4><b>Does Tenjin Support Reattribution?<\/b><\/h4>\r\n<span style=\"font-weight: 400\">Some mobile measurement platforms use reattribution to describe assigning a qualifying returning user to the retargeting campaign or source that brought them back.<\/span>\r\n\r\n<span style=\"font-weight: 400\">Tenjin measures this through Re-engagement Attribution. When an inactive user engages with an eligible paid retargeting campaign and returns to the app, Tenjin can credit that campaign for the return.<\/span>\r\n\r\n<span style=\"font-weight: 400\">This includes:<\/span>\r\n<ul>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Reactivations, where the app remained installed<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Reinstalls, where the user deleted the app and later installs it again<\/span><\/li>\r\n<\/ul>\r\n<span style=\"font-weight: 400\">The return must meet Tenjin\u2019s eligibility rules, including the inactivity threshold, attribution window, and enabled channel. Eligible returns are reported as Tracked Re-engagements. Eligible reinstalls are also reported as Tracked Reinstalls.<\/span>\r\n\r\n&nbsp;\r\n\r\n<!-- \/wp:paragraph -->"]},"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Re-Engagement: Definition &amp; Strategies | Tenjin Glossary<\/title>\n<meta name=\"description\" content=\"Learn what re-engagement is, how it targets lapsed users in campaigns. 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The term describes both the strategy of bringing users back and, in mobile measurement, the attributed return that happens when an eligible user opens an app after engaging with a retargeting campaign.\r\n\r\n<\/div>\r\n<h2><\/h2>\r\n<h2 class=\"wp-block-heading\">What is Re-engagement?<\/h2>\r\n<!-- \/wp:heading -->\r\n\r\n<!-- wp:paragraph -->\r\n\r\n<span style=\"font-weight: 400\">In mobile marketing, re-engagement focuses on users who installed and used your app, then stopped opening it.<\/span>\r\n\r\n<span style=\"font-weight: 400\">These users already know your app. They may have completed onboarding, made a purchase, started a trial, or used a core feature before going quiet. The goal is to give them a relevant reason to come back before they uninstall.<\/span>\r\n\r\n<span style=\"font-weight: 400\">Depending on the audience and campaign, that reason can come from paid ads, push notifications, email, in-app messages, new content, personalized offers, or product improvements.<\/span>\r\n\r\n<span style=\"font-weight: 400\">A return is only the first step. What matters just as much is what happens next: whether users complete a key action, make a purchase, start or resume a subscription, or become active again over time.<\/span>\r\n\r\n<!-- \/wp:paragraph -->\r\n\r\n<!-- wp:heading -->\r\n<h2><strong>Why Is Re-Engagement Important?<\/strong><\/h2>\r\n<span style=\"font-weight: 400\">Dormant users represent untapped value. They have used your app firsthand and haven't uninstalled it yet, so there is still an opportunity to win them back.<\/span>\r\n\r\n<span style=\"font-weight: 400\">Re-engagement helps app teams get more value from users they have already acquired. Because returning users have some experience with the app, they may be more likely to convert than completely new users.<\/span>\r\n\r\n<span style=\"font-weight: 400\">A strong re-engagement program can help your team:<\/span>\r\n<ul>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Improve <\/span><a href=\"https:\/\/tenjin.com\/glossary\/retention-rate-rr\/\"><span style=\"font-weight: 400\">retention<\/span><\/a><span style=\"font-weight: 400\"> by bringing inactive users back before they <\/span><a href=\"https:\/\/tenjin.com\/glossary\/churn-rate\/\"><span style=\"font-weight: 400\">churn<\/span><\/a><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Drive additional purchases, subscriptions, or other key in-app events<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Learn which messages, offers, and product updates motivate users to return<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Measure whether paid retargeting campaigns create incremental value<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Make better decisions about spend, creative, audiences, and campaign timing<\/span><\/li>\r\n<\/ul>\r\n<span style=\"font-weight: 400\">Timing matters. The longer a user stays inactive, the harder they can be to bring back.<\/span>\r\n\r\n<span style=\"font-weight: 400\">To understand the true value of a campaign, you need to separate paid, attributable returns from users who would have reopened the app on their own.<\/span>\r\n<h2><b>Remarketing vs. Retargeting vs. Re-engagement vs. Reattribution<\/b><\/h2>\r\n<span style=\"font-weight: 400\">These terms are closely related and often used interchangeably, but each one describes a different part of the same user journey.<\/span>\r\n<h3><b>What Is Remarketing?<\/b><\/h3>\r\n<span style=\"font-weight: 400\">Remarketing is the broad practice of marketing to people who have already interacted with your app or brand.<\/span>\r\n\r\n<span style=\"font-weight: 400\">It can include email, push notifications, owned media, paid ads, and other campaigns designed to bring past users or interested audiences back. Many teams use remarketing and retargeting interchangeably.<\/span>\r\n<h3><b>What Is Retargeting?<\/b><\/h3>\r\n<span style=\"font-weight: 400\">Retargeting usually describes the campaign itself: a campaign designed to bring existing or former users back to your app.<\/span>\r\n\r\n<span style=\"font-weight: 400\">For example, you might run paid ads aimed at users who:<\/span>\r\n<ul>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Stopped opening the app<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Abandoned an important flow, such as onboarding or checkout<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Previously made a purchase or started a trial<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Previously uninstalled the app<\/span><\/li>\r\n<\/ul>\r\n<span style=\"font-weight: 400\">In short, retargeting is what you run.<\/span>\r\n<h3><b>What Is Re-engagement?<\/b><\/h3>\r\n<span style=\"font-weight: 400\">Re-engagement is one possible outcome of a retargeting campaign.<\/span>\r\n\r\n<span style=\"font-weight: 400\">In mobile measurement, a re-engagement happens when an eligible user interacts with a retargeting campaign and then returns to an app that is still installed on their device.<\/span>\r\n\r\n<span style=\"font-weight: 400\">In short, re-engagement is the eligible return you measure.<\/span>\r\n<h3><b>The Simple Difference<\/b><\/h3>\r\n<ul>\r\n \t<li style=\"font-weight: 400\"><b>Remarketing:<\/b><span style=\"font-weight: 400\"> the broad practice of reaching past users or audiences<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><b>Retargeting:<\/b><span style=\"font-weight: 400\"> the campaign designed to bring users back<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><b>Re-engagement:<\/b><span style=\"font-weight: 400\"> an eligible return after a retargeting interaction<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><b>Reattribution:<\/b><span style=\"font-weight: 400\"> a platform-specific way of assigning credit for that return<\/span><\/li>\r\n<\/ul>\r\n<h3><b>What Is Reattribution?<\/b><\/h3>\r\n<span style=\"font-weight: 400\">Reattribution is a term some mobile measurement platforms use when a qualifying returning user is credited to the retargeting campaign or source that brought them back.<\/span>\r\n\r\n<span style=\"font-weight: 400\">Definitions vary by platform. Reattribution may cover users who return to an installed app, users who reinstall after deleting the app, or both.<\/span>\r\n\r\n<span style=\"font-weight: 400\">In short, reattribution is how some platforms assign credit for a returning user.<\/span>\r\n<h2><b>How Does Tenjin Measure Re-engagement?<\/b><\/h2>\r\n<span style=\"font-weight: 400\">Tenjin measures retargeting campaigns through Re-engagement Attribution.<\/span>\r\n\r\n<span style=\"font-weight: 400\">When an inactive user engages with an eligible paid retargeting campaign and then returns to the app, Tenjin can credit that campaign for the return.<\/span>\r\n\r\n<span style=\"font-weight: 400\">Eligible returns can be:<\/span>\r\n<ul>\r\n \t<li style=\"font-weight: 400\"><b>A reactivation:<\/b><span style=\"font-weight: 400\"> the user kept the app installed and opens it again<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><b>A reinstall:<\/b><span style=\"font-weight: 400\"> the user deleted the app and later installs it again<\/span><\/li>\r\n<\/ul>\r\n<span style=\"font-weight: 400\">When a return meets Tenjin's eligibility rules, the retargeting campaign receives credit and Tenjin reports it as a Tracked Re-engagement. A qualifying reinstall is also reported as a Tracked Reinstall.<\/span>\r\n\r\n<span style=\"font-weight: 400\">Tenjin uses settings such as the inactivity threshold, <\/span><a href=\"https:\/\/tenjin.com\/glossary\/attribution-window\/\"><span style=\"font-weight: 400\">attribution window<\/span><\/a><span style=\"font-weight: 400\">, and enabled advertising channel to decide whether a return qualifies. Unqualified or organic returns are not counted as tracked re-engagements, so paid returns stay separate from organic activity in your reporting.<\/span>\r\n\r\n<span style=\"font-weight: 400\">For the full product explanation, see <\/span><a href=\"https:\/\/tenjin.com\/docs\/re-engagement-attribution\/\"><span style=\"font-weight: 400\">Re-engagement Attribution<\/span><\/a><span style=\"font-weight: 400\">. For setup steps, see <\/span><a href=\"https:\/\/tenjin.com\/docs\/how-to-setup-re-engagement-measurement\/\"><span style=\"font-weight: 400\">How to Set Up Mobile App Retargeting and Re-engagement Measurement<\/span><\/a><span style=\"font-weight: 400\">.<\/span>\r\n<h2><b>Why Does Re-engagement Attribution Matter?<\/b><\/h2>\r\n<span style=\"font-weight: 400\">Without attribution, you may see users return after a campaign but have no way to tell whether the campaign caused the return. That makes it easy to credit campaigns for organic reopens or count conversions your spend didn't drive.<\/span>\r\n\r\n<span style=\"font-weight: 400\">Accurate re-engagement attribution helps you:<\/span>\r\n<ul>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Credit eligible returning users to the correct retargeting campaign<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Separate paid returns from organic app opens<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Compare re-engagement performance across campaigns, channels, creatives, and audiences<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Understand the revenue, retention, and ROAS generated after a return<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Send the right conversion signals back to advertising channels<\/span><\/li>\r\n<\/ul>\r\n<span style=\"font-weight: 400\">The result is a clearer view of whether your retargeting spend brings valuable users back, rather than taking credit for activity that would have happened anyway.<\/span>\r\n\r\n<!-- \/wp:paragraph -->\r\n\r\n<!-- wp:heading -->\r\n<h2><b>How Do You Re-engage Inactive Users?<\/b><\/h2>\r\n<span style=\"font-weight: 400\">Start by understanding why users became inactive. Drop-off rarely has a single cause. Common reasons include:<\/span>\r\n<ul>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">An incomplete or confusing onboarding experience<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">App crashes or technical issues<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">A difficult level, workflow, or product experience<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Not finding value quickly enough<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">A new competitor or substitute product<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">A subscription, price, or payment concern<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">A lack of new content, features, or reasons to return<\/span><\/li>\r\n<\/ul>\r\n<span style=\"font-weight: 400\">Once you understand the likely reason, you can build your campaign around a clearer message. For example, you might promote:<\/span>\r\n<ul>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">A feature or bug fix that resolves a past frustration<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">New content, inventory, levels, or product capabilities<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">A personalized offer or time-sensitive incentive<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">A reminder tied to an abandoned action<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">A relevant subscription or renewal message<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Social proof, rewards, or loyalty benefits<\/span><\/li>\r\n<\/ul>\r\n<span style=\"font-weight: 400\">Good onboarding helps too. A clear first experience means fewer users go quiet in the first place.<\/span>\r\n<h2><b>How to Plan a Re-engagement Campaign<\/b><\/h2>\r\n<span style=\"font-weight: 400\">Most re-engagement campaigns follow these steps.<\/span>\r\n<h3><b>1. Define What \"Inactive\" Means for Your App<\/b><\/h3>\r\n<span style=\"font-weight: 400\">The right inactivity period depends on how people normally use your app. For a daily-use app, seven days without an app open may signal meaningful inactivity. For a travel, finance, or utility app, a much longer gap may be normal.<\/span>\r\n\r\n<span style=\"font-weight: 400\">Base your definition on real user behavior, not a universal benchmark.<\/span>\r\n<h3><b>2. Identify Where Users Dropped Off<\/b><\/h3>\r\n<span style=\"font-weight: 400\">Use your attribution and analytics data to find the moments where engagement breaks down. This shapes both your audience and your message.<\/span>\r\n<h3><b>3. Choose a Specific Audience<\/b><\/h3>\r\n<span style=\"font-weight: 400\">Not every inactive user needs the same campaign. Useful segments include:<\/span>\r\n<ul>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Time since last session<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Frequency of past use<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Purchase or subscription history<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Original acquisition channel<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Country, platform, or device<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Onboarding completion<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Product features used<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">The point where they dropped off<\/span><\/li>\r\n<\/ul>\r\n<span style=\"font-weight: 400\">A former subscriber, a high-value purchaser, and a user who never finished onboarding will likely need different messages and offers.<\/span>\r\n<h3><b>4. Match the Message to the Reason for Return<\/b><\/h3>\r\n<span style=\"font-weight: 400\">Give users a clear reason to come back now. A generic \"we miss you\" message can work, but a specific one is often stronger. Tell users about the feature they were waiting for, a problem you fixed, an offer based on their past behavior, or content related to their interests.<\/span>\r\n<h3><b>5. Use a Relevant Destination<\/b><\/h3>\r\n<span style=\"font-weight: 400\">Send returning users to the most useful place in your app. Deep links can take them straight to a specific screen, offer, product, feature, or piece of content instead of the home screen. This makes the return journey more relevant and easier to measure.<\/span>\r\n<h3><b>6. Measure More Than Re-opens<\/b><\/h3>\r\n<span style=\"font-weight: 400\">An app open is only the first signal. Track what users do after they return, including:<\/span>\r\n<ul>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Sessions and retention<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Purchases or subscription events<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Revenue and ROAS<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Key in-app events<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Completion of the action promoted in the campaign<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Performance by channel, campaign, creative, audience, and country<\/span><\/li>\r\n<\/ul>\r\n<span style=\"font-weight: 400\">This helps your team tell the difference between campaigns that drive quick reopens and campaigns that create long-term value.<\/span>\r\n<h2><b>Re-engagement and Subscription Reactivation<\/b><\/h2>\r\n<span style=\"font-weight: 400\">Re-engagement and subscription reactivation are related, but they are not the same thing.<\/span>\r\n\r\n<b>Re-engagement<\/b><span style=\"font-weight: 400\"> is when an inactive app user comes back through a campaign or other marketing interaction.<\/span>\r\n\r\n<b>Subscription reactivation<\/b><span style=\"font-weight: 400\"> is when a former subscriber becomes a paid subscriber again after canceling or lapsing.<\/span>\r\n\r\n<span style=\"font-weight: 400\">A paid retargeting campaign may contribute to a subscription reactivation, but reactivations can also come from organic use, email, push notifications, or a user returning on their own.<\/span>\r\n\r\n<span style=\"font-weight: 400\">Learn more in the <\/span><a href=\"https:\/\/tenjin.com\/glossary\/subscription-reactivation\/\"><span style=\"font-weight: 400\">Subscription Reactivation<\/span><\/a><span style=\"font-weight: 400\"> glossary entry.<\/span>\r\n\r\n<hr \/>\r\n\r\n<h2><b>Related Terms<\/b><\/h2>\r\n<ul>\r\n \t<li style=\"font-weight: 400\"><a href=\"https:\/\/tenjin.com\/glossary\/retention-rate-rr\/\">Retention Rate<\/a><\/li>\r\n \t<li style=\"font-weight: 400\"><a href=\"https:\/\/tenjin.com\/glossary\/session\/\">Session<\/a><\/li>\r\n \t<li style=\"font-weight: 400\"><a href=\"https:\/\/tenjin.com\/glossary\/churn-rate\/\">Churn Rate<\/a><\/li>\r\n \t<li style=\"font-weight: 400\"><a href=\"https:\/\/tenjin.com\/glossary\/attribution\/\">Attribution<\/a><\/li>\r\n \t<li><a href=\"https:\/\/tenjin.com\/glossary\/attribution-window\/\">Attribution Window<\/a><\/li>\r\n \t<li><a href=\"https:\/\/tenjin.com\/glossary\/conversion-rate-cvr\/\">Conversion Rate<\/a><\/li>\r\n \t<li><a href=\"https:\/\/tenjin.com\/glossary\/conversion\/\">Conversion<\/a><\/li>\r\n<\/ul>\r\n\r\n<hr \/>\r\n\r\n<h2>Frequently Asked Questions<\/h2>\r\n<h4><b>Does Tenjin Support Reattribution?<\/b><\/h4>\r\n<span style=\"font-weight: 400\">Some mobile measurement platforms use reattribution to describe assigning a qualifying returning user to the retargeting campaign or source that brought them back.<\/span>\r\n\r\n<span style=\"font-weight: 400\">Tenjin measures this through Re-engagement Attribution. When an inactive user engages with an eligible paid retargeting campaign and returns to the app, Tenjin can credit that campaign for the return.<\/span>\r\n\r\n<span style=\"font-weight: 400\">This includes:<\/span>\r\n<ul>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Reactivations, where the app remained installed<\/span><\/li>\r\n \t<li style=\"font-weight: 400\"><span style=\"font-weight: 400\">Reinstalls, where the user deleted the app and later installs it again<\/span><\/li>\r\n<\/ul>\r\n<span style=\"font-weight: 400\">The return must meet Tenjin\u2019s eligibility rules, including the inactivity threshold, attribution window, and enabled channel. Eligible returns are reported as Tracked Re-engagements. Eligible reinstalls are also reported as Tracked Reinstalls.<\/span>\r\n\r\n&nbsp;\r\n\r\n<!-- \/wp:paragraph -->","_links":{"self":[{"href":"https:\/\/tenjin.com\/zh\/wp-json\/wp\/v2\/glossaries\/204","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/tenjin.com\/zh\/wp-json\/wp\/v2\/glossaries"}],"about":[{"href":"https:\/\/tenjin.com\/zh\/wp-json\/wp\/v2\/taxonomies\/glossaries"}],"wp:post_type":[{"href":"https:\/\/tenjin.com\/zh\/wp-json\/wp\/v2\/docs?glossaries=204"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}