Today, we’re excited to announce the global launch of Moloco’s AI-powered re-engagement models, designed to improve ROAS and reduce CPA for app marketers. These new models are now generally available to all customers. Early results are showing up to a 15% increase in ROAS and a 12% decrease in CPA.

The rising importance of re-engagement in app growth

As the app advertising landscape matures, marketers are placing greater emphasis on re-engagement and maximizing LTV. This shift has led to re-engagement conversions growing 10x faster than user acquisition. Re-engagement campaigns are proving to be 5x more cost-effective than UA and deliver stronger ROAS. On the Moloco platform, advertisers observe 3x higher ARPU from re-engaged users compared to those acquired through UA.

Despite the compelling performance of re-engagement in today’s landscape, user retention remains a persistent hurdle:

• 77% of users drop off within the first 3 days of installing an app
• 30-day uninstall rates in key non-gaming categories are steep: Dating (61%), Lifestyle (49%), Finance (49%), and Entertainment (48%)

What’s new: our most capable ROAS and CPA models for re-engagement

Here are some of the key features behind our new re-engagement models:

• Shorter learning periods: Campaigns reach optimal performance more quickly
• Enhanced targeting: The advanced models identify and target high-intent lapsed users with greater precision
• Flexible campaign goals: Support for top of the funnel and deep funnel objectives, including ROAS, CPA, and app open

“We’re seeing meaningful performance gains with our latest re-engagement model updates. Moloco’s top five gaming partners, for example, are now investing 3x more in re-engagement than others—and for good reason. With stronger ROAS and lower CPAs, they’re achieving greater returns with less investment. These results show how our smarter targeting and faster-learning models are making a real impact,” said Jean-Luc Nahon, Head of Product Management for Moloco Ads at Moloco.

A single platform for full-funnel growth

Moloco enables marketers to run both user acquisition and re-engagement campaigns in a single app advertising platform. This end-to-end approach not only streamlines operations for marketers but also improves campaign performance across the funnel.

From top-of-funnel awareness to bottom-of-funnel monetization, Moloco can:

• Top of funnel: Bring back churned users and re-engage dormant ones
• Middle of funnel: Activate users and encourage app opens
• Bottom of funnel: Drive purchases, upsells, and long-term loyalty

Marketers using Moloco to combine UA and re-engagement efforts are seeing measurable impact:

• A trading app cut CPA for first deposits by 50%
• A gaming studio achieved a 4x ROAS improvement and a 3.5x drop in CPA

Get started today

Re-engagement is no longer optional. It’s essential for maximizing LTV, marketing efficiency, and bottom-line growth.

Reach out to get started with re-engagement campaigns and drive results for your app.

We can’t wait to see how re-engagement will impact your business.