Create A Retargeting Offer
1. Under [User Acquisition] > [Offer List] > click [Create Offer] and link it to the campaign you just created.
2. Fill out the offer information as requested:
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Bid Type: We support optimization types CPI, IAA Target ROAS (t-ROAS), hybrid t-ROAS, IAP t-ROAS and Target CPE (t-CPE).
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Bid Strategy: Since the conversion rate (CVR) for retargeting is typically higher than that of user acquisition, the bid should be lower. We recommend setting the price to be 10%-20% of the user acquisition bid in the beginning.
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Audience Targeting: Select your target audience package which will be uploaded to your account under [Fulfill Targeting Info] -- scroll down to [Advanced Targeting] -- [Custom Audiences]
3. For setting up a T-ROAS/T-CPE offer, you must complete Event Mapping before creating the offer (not needed for CPI campaigns).
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This process is similar to that of a UA (User Acquisition) offer, with one key difference:
Use a [Dummy Package Name] for mapping.
For all other steps, please refer to the "Common MMP Platforms" document. Select the MMP you are using and find the steps for event mapping.
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[Dummy Package Name]: In order to maintain data integrity and prevent modeling conflicts between user acquisition and retargeting activities, all retargeting campaigns must utilize designated Dummy Package Names.
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How to Obtain the [Dummy Package Name]: In the Campaign List, select the newly created RT campaign and click [Edit]. You will find the package name under the [Package] section, check for the suffix, if it contains "rt.wake.up", this indicates a valid dummy package name for RT campaigns.