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
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