that open the right screen, not the home screen
for e-commerce catalogues
and subscription renewal flows
installed, browsed, abandoned, churned
Segmentation by behaviour:
Incrementality measurement,
so you know it iisn’t cannibalizing organic installs
The users you already paid for, brought back.
Most installs go quiet within a week. Retargeting is the cheapest growth you have — it just needs the right message at the right moment.