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It’s official – mobile device use now accounts for 68% of digital media time, with 87% of people reporting that they have their smartphone at their side at all times.

Another eye-opening statistic: approximately 50% of everyone’s total digital time (desktop + mobile) is spent in mobile apps, whose use far exceeds that of mobile web browsing.  If you’re not engaging people on the apps where they spend half their online time, you are missing conversion opportunities.  If you are an app developer yourself, you’re probably aware of the sobering fact that the average mobile app loses 80% of its users within a month of them installing.

To combat this one-two punch of app churn and mobile device preference (addiction?), Perfect Audience offers feature-rich Mobile Retargeting to all our customers.  Perfect Audience Mobile Retargeting is a suite of powerful features designed for app developers looking to re-engage high value mobile users with in-app ads across the world’s greatest smartphone and tablet apps.  A quick look:

  • We let you segment and onboard mobile users you want to target.
  • We let you build in-app audiences seamlessly.
  • You can launch campaigns that connect you to the world’s best app inventory.
  • Perfect Audience provides cross-device retargeting so you can use web audiences to serve mobile ads.

With Perfect Audience Mobile Retargeting, advertisers re-engage those lost users where they spend their time: on their mobile devices.

Let’s check out the separate components of this solution:


Audience Type: Customer Audiences

These are audiences created by uploading lists of Device IDs (Apple IDFAs or Android Advertising IDs).  Customer audiences are designed for one-off use cases where you have a big batch of users you want to target with ads.  To create a Customer Audience, upload a .csv file containing the device IDs you’re interested in.  We process these within Perfect Audience and make them available as a new audience in two minutes.  Customer Audiences can be updated by making later data uploads into a list, but if you have a mobile audience that requires ongoing updating, use App Action Audiences.  Click here to view our guide on iOS tracking implementation.


Campaign Type: Mobile App Retargeting

Build campaigns targeting mobile app inventory.

Inventory: We’ve teamed up with the leading ad exchanges to put all the best mobile app ad impressions at your fingertips. You can serve ads on smartphones and tablets via MoPub, Nexage, Smaato, AppNexus, and Rubion.

Targeting Available: These campaigns can be targeted using App Action Audiences, Customer Audiences, as well as Web Audiences.  You can also target users by device OS (Apple, Android, Windows, Blackberry) and device Type (Tablet or Smartphone). Standard geotargeting and dayparting is available as always.

Ad Formats Supported: Mobile App Retargeting campaigns support two types of ads at launch:

  • mobile banners (320×50)
  • mobile interstitial ads (320×480 and 480×320)

Campaign Type: Cross-Device Retargeting

Follow them to their next device (United States Only).

Cross-device retargeting is the difference between losing someone’s interest when they switch to their mobile device, and having another chance to convert them.

Thousands of marketers have used Perfect Audience to build massive audiences of users who visited their websites.  We’ve developed a way to match web-based cookies to mobile device IDs so that these audiences can be used for mobile app advertising as well.  When you make a mobile app retargeting campaign in Perfect Audience, you will notice that your web audiences are available for targeting.  This is currently only available in the United States.

We’ve seen marketers boost their engagement with lost customers and drive more conversions through cross-device retargeting.  If you’ve got a large web audience, serve mobile ads to them across both iOS and Android devices.


Get Started Today

It’s easy to get started with mobile retargeting.  If you already have our tracking tag installed on your web site, try a cross-device campaign targeting visitors to your web site on mobile.  If you have an app already, export a list of lost user device IDs and upload that to create a Customer Audience you can target.  It should just take a few minutes.  Brand-new to Perfect Audience?  Start here.




Bringing seamless, transparent mobile retargeting to marketers has been a goal of Perfect Audience and our clients for some time.  We’re really excited to help app developers re-engage lost users just like we help marketers on desktop.  If you have any questions about these features, reach out on Twitter or write us at  We’d love to hear from you and help you get set up.

Max Stewart

Max Stewart is a Customer Success Manager at Perfect Audience with ten years experience in digital marketing. He is a die-hard Cubs fan and a very average guitar player.

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Dynamic personalized ads featuring products based on shopper browsing behavior are driving 30-40% higher conversions than standard banner ads. However, creating dynamic banner ads is a costly and time intensive task. Today, Marin’s Perfect Audience is changing that!

Starting today, you’ll be able to create and design Dynamic Banner Product Ads in addition to your Dynamic Facebook Product Ads through our Ad Builder tool in Perfect Audience. You can choose from a number of customizable 300×250, 728×90, 300×600 and 160×600 banner ad templates, which are modified using product-based attributes you want to promote to your prospective customers.

You’ll be able to get to market faster with new dynamic banner strategies and save on internal or external design resources! Setup will take you less than 7 minutes with your Google Merchant Center feed. Let us know if you have any follow up questions or feedback.

You can read more about how you can set this up here:


Tony is the Director of Customer Success at Perfect Audience. Outside of helping advertisers on Perfect Audience make money on their retargeting campaigns, you can find Tony working on his car in his garage or touring competitive open gym volleyballs around the city of Chicago.

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As of today, there is a new metric in your Perfect Audience dashboard called “Assisted Conversions”.

General conversion metrics about your visitors only tell part of the story. In reality, there are many steps a visitor might have taken before converting on your site. Assisted Conversions help give you better insight for how other campaigns may have also contributed to your final conversion. This once elusive insight is now available to help you make better decisions on your campaigns!

Example Scenario: Your visitor might have seen or clicked a Facebook News Feed Ad first and then clicked on a Web Ad to convert. With general standard conversion metrics, the Web Ad will get the credit for the final conversion. But, with Assisted Conversions in this scenario, your Facebook News Feed Ad would get an Assisted Conversion credit.

To see this metric, you’ll see a new column in your dashboard called ACONV. You can read more about this in our knowledgebase as well: Understanding Assisted Conversions

If you have any questions, comments, suggestions and/or concerns feel free to reach out to us directly!


Tony is the Director of Customer Success at Perfect Audience. Outside of helping advertisers on Perfect Audience make money on their retargeting campaigns, you can find Tony working on his car in his garage or touring competitive open gym volleyballs around the city of Chicago.

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Happy Friday!

We’re always asking our customers what new features they’d like to see added to Perfect Audience. We definitely do our best to accommodate these requests, and today I’m very pleased to announce a feature that’s been asked about for a long time – Bulk editing ads!

If you need to make changes to your ad names or click URLs, you can now do so on one page. No more need to edit each individual ad.

To edit multiple ads, head to Manage-> Ads.

Then, click the boxes next to the ads you want to edit.

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Next, use the Actions menu and select Edit.

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Edit your ads as needed and save when you’re done.

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That was easy!

We’d love your feedback on this new feature or anything else you’d like to see added to Perfect Audience. Please don’t hesitate to reach out to us at

Scott Danielson

Scott is the Customer Success Manager at Perfect Audience. He holds a degree from Illinois State University and has over 10 years experience working in the customer service/tech support field.

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Pumpkin spice lattes. Cold weather. Football on TV. That can only mean one thing – the holidays are here!

While you’re busy planning your holiday vacation, family meals, or gift shopping plans, remember to schedule a few minutes for your retargeting campaigns. Consumers are ready to spend billions over the next six weeks (especially online!) so make sure you adjust your campaign settings to capitalize on the holiday rush.

Here are a few simple steps you can take to boost your campaign performance for the holidays:

Increase your budgets

With all that holiday shopping going on, you’re likely going to see a boost in site traffic, which means you’ll see an associated boost in impressions served and advertising funds spent. Make sure your campaigns have a proper budget set to guarantee you have enough ad money available for the day, so that you don’t miss out on these potential new customers.

We recommend a 25-50% budget increase for the holidays, but you know your site traffic best. Whatever % of traffic increase you’re expecting, boost your budget about that same %.

To change your bid in Perfect Audience, go to Manage -> Campaigns and edit your campaign. In step 3, change your budget amount:


Save when you’re done. That’s it!

Raise your campaign bids

Consumers will be spending a lot of money on products, but that also means advertisers are spending a lot of money on ads. You’re going to have competition! With so many advertisers fighting for ad space, it’s not uncommon to see your CPM costs rise during this time of year. To be ready for this, make sure you increase your CPM bids across your campaigns. Allowing your campaigns to bid a higher amount will make them more competitive and give you a better chance of serving more ads. We suggest increasing your CPM bid by 50-100% of the current average CPM cost for the campaign.

To modify your CPM bid, head to Manage -> Campaigns and edit a campaign. In step 3, find Bid Type and change the setting to Manual Bidding. Then enter your CPM bid:


Save when you’re finished!

Use holiday themed ads and landing pages

Your potential customers are thinking, talking, and singing about the holidays this time of year. Join that conversation! Using ads that mention specific events like Black Friday or Cyber Monday can grab a visitor’s attention. Send them holiday cheer, mention that there are X number of shopping days left, and give them a reason to click on your ads. Use the holidays as a call to action, and you could see a boost in clicks and conversions.

Create landing pages and content on your site for these holiday events, then create audiences that capture visitors of these pages. (Information about audiences is available here.)

Finally, create campaigns to serve your holiday ads to your holiday page visitors. If they’re coming to your site looking for holiday deals, they are more likely to respond to holiday themes ads.

We hope these suggestions are helpful and lead to a profitable holiday season for you and your business. As always, please feel free to contact us at with any questions or comments.

From our team to yours – happy holidays!

Scott Danielson

Scott is the Customer Success Manager at Perfect Audience. He holds a degree from Illinois State University and has over 10 years experience working in the customer service/tech support field.

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The next step beyond the app install

Once you’ve driven the app install, what happens next? Retention is a significant challenge for mobile app developers. Reports have shown that over 80% of mobile apps are abandoned within the first week of install.

Reaching those abandoners quickly is essential if you want them to return to your app and give you a second chance. The longer a user is away from your app, the less likely they are to return. Localytics released data showing that 40% of users who don’t return to your app within the first day will never return, and that number increases to 60% if they don’t re-engage
within a week

Faster audience onboarding with AppsFlyer, Tune, and adjust

To help marketers quickly onboard their existing mobile audiences onto the Perfect Audience platform, we’re excited to add mobile measurement solutions AppsFlyer, Tune, and adjust to our Audience Connect platform. Specifically, customers who’ve integrated either the AppsFlyer, Tune, or adjust SDKs into their mobile apps will be able to sync event data – like first time opens, reaching a certain level, viewing certain screens, etc. – into Perfect Audience. Then, they’ll be able to instantly build mobile audiences, and retarget those audiences with in-app banner and interstitial ads.

One of the key benefits of these partnerships is it enables you to get in front of your app abandoners immediately, without having to install additional SDKs and waiting to go through the app store review process where you can lose valuable days and weeks.

The Marin Device Graph also automatically matches audiences captured through these third-party SDKs cross-device, allowing you to expand your reach and target your visitors across more channels, devices, and apps.

For more information and documentation about each integration, check out the resources below:

Brian Sim

Brian is a Product Marketing Manager at Marin Software. Previously, he worked within the agency world, leading digital marketing strategy, and has also worked on developing products and growth strategies for very early stage startups. Brian studied Marketing & Communications at the Wharton School, and obtained his MBA from UCLA Anderson. A native Philadelphian, Brian maintains his Philly sports rooting interests from the west coast.

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