App Re-engagement

An app re-engagement campaign drives people who already have your app installed back into it, usually to a specific screen through a deep link.

You connect a mobile measurement partner, define the in-app action you want back, and X targets your existing users with an ad that opens the app directly to the relevant page rather than a store listing. You point the deep link at the screen that matters, not the home screen.

A food delivery app wants lapsed users to reorder. You build the ad to deep link straight into checkout for a past order and optimize for the order-placed event. X reports reopens and completed orders separately, so you can see cost per returning order in Ads Manager. Run the same split on your own app: reopens on one line, the paying action on another.

Re-engagement is not app installs. This objective only reaches people who already have the app, so it does nothing for growth. If your install base is small, the audience is small and costs climb, so size the audience before you budget for it.

You are winning users back, not finding new ones.