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RT 101

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the retargeting course

RT 101: the retargeting
course for mobile gaming
growth teams

Winning back the players you already own:
who's worth it, what it should cost, and how to know it worked.

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— THE PROBLEM IT SOLVES

You know the retention curve: by day 7, fewer than 4% of the users you paid for are still active, and by day 30 it’s under 1% (GameAnalytics benchmarks). Most of them didn’t churn on the product. They lapsed. Meanwhile, 25-40% of a typical install base sits inactive for 30 to 90 days, and the budget keeps flowing to net-new users.

Re-engaging a user who knows your game beats hunting the next install that might pay. That makes retargeting a must, not a nice-to-have. The open question is how to run it right, and that’s what RT 101 covers.

— THE RESULTS

Top results, each measured against a control group:

— A LOOK AT WHAT’S INSIDE

CHAPTER 1

● LIVE NOW

Why retargeting

You already paid for your next growth curve:

  • Your effective cost per retained user: the number CPI hides
  • Why 25-40% of an install base sits dormant while budgets chase net-new users
  • The first-party data lapsed users carry, and why they're the cheapest growth you'll ever buy

CHAPTER 2

COMING SOON

How to measure retargeting

Your ROAS is lying to you. Here’s the number that isn’t:

  • Attributed ROAS vs incremental lift: what each answers, and where attribution overstates
  • The two-dashboard problem: how one purchase gets counted twice, and how to catch it
  • Ghost bidding: a drug-trial-grade lift test with zero extra media cost
  • The requirements that make a test decision-grade instead of noise

CHAPTER 3

COMING SOON

Setting up retargeting right

Why 90% reach can be worth less than 40%:

  • Which lapsed segments justify a bid, and which reactivate organically
  • Re-engagement creative vs recycled UA assets, and why the gap is measurable
  • Which events sharpen targeting: what to share and why
  • How reach is counted, and the questions that clarify what a number means

— THE PART THAT NEVER HITS THE FEED

The posts carry the ideas. The course area carries the working tools: setup checklists, the measurement math worked end to end, and the questions to ask any retargeting partner before you sign. One email, full access, and it keeps growing as the series does.

“You already paid for these players once. Winning them back costs less.
Proving it costs nothing.”

Izik Izhaki

VP Performance, Bigabid

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Your access link arrives by email.
New chapters land in your inbox first, and the course area updates the same day.