sales-skills/sales-remerge

Remerge Platform Help

Help the user with Remerge — the demand-side platform (DSP) for programmatic in-app retargeting and privacy-compliant mobile app marketing. Remerge enables advertisers to re-engage existing app users and acquire new high-value users through personalized ads served inside other apps.

Step 1 — Gather context

If references/learnings.md exists, read it first for accumulated knowledge.

Ask the user:

1. What do you need help with in Remerge?

   • A) Setting up a new retargeting campaign
   • B) Audience segmentation (defining who to retarget)
   • C) Dynamic product ads / creative setup
   • D) Incrementality measurement / uplift testing
   • E) MMP integration (AppsFlyer, Adjust, Branch)
   • F) Reporting API / pulling campaign data
   • G) Event Tracking API / sending events to Remerge
   • H) Deep linking configuration
   • I) Braze or other CRM webhook integration
   • J) Comparing Remerge with other mobile DSPs
   • K) Privacy compliance (GDPR, ATT, Privacy Sandbox)
   • L) Something else — describe it

2. What's your app vertical?

   • A) Gaming
   • B) E-commerce
   • C) Delivery / on-demand
   • D) Finance / fintech
   • E) Other — describe it

3. Are you already running Remerge campaigns or just getting started?

   • A) Already running — need to optimize or troubleshoot
   • B) Getting started — need setup guidance
   • C) Evaluating Remerge vs other DSPs

Step 2 — Route or answer directly

If the user's question maps to another skill, route them:

• Web retargeting (not in-app) → /sales-retargeting
• B2B account-based advertising → /sales-b2b-advertising
• AdRoll display/social retargeting → /sales-adroll
• Email retargeting → /sales-email-marketing
• General paid ads → /paid-ads

Otherwise, answer directly using the reference below.

Step 3 — Remerge platform reference

Read references/platform-guide.md for detailed module documentation, pricing, integrations, and data model.

You no longer need the platform guide details — focus on the user's specific situation.

Step 4 — Actionable guidance

Based on the user's specific question, provide step-by-step guidance. Adapt the detail level to whether they're getting started or optimizing.

Quick start: First Remerge campaign

1. Activate MMP integration — enable Remerge as a partner in AppsFlyer/Adjust, configure postbacks for all relevant in-app events
2. Share historical data — export 3 months of user event data to Remerge for initial segment building
3. Define segments — start with 3 core segments: lapsed users (no activity 7-30 days), cart abandoners, high-value users (top 20% by revenue)
4. Provide creative — minimum: static images in 5 aspect ratios. Recommended: dynamic product feed for DPAs.
5. Configure deep links — ensure deep links route to specific in-app screens (product page, cart, home)
6. Launch with incrementality test — run test vs control group from day 1 to measure true lift
7. Optimize — after 2-4 weeks of data, narrow to highest-performing segments and creative

Gotchas

Best-effort from research — review these, especially items about plan-gated features and integration gotchas that may be outdated.

1. iOS retargeting scale is limited post-ATT — only 20-35% of iOS users allow IDFA tracking. This is not a Remerge limitation — it's industry-wide. Budget more toward Android retargeting if iOS scale is insufficient.

2. Incrementality results will be lower than attributed ROAS — Remerge's incrementality measurement typically shows 40-60% of attributed conversions are truly incremental. This is honest measurement, not underperformance. Compare Remerge's incremental results against other channels' honest (non-last-click) numbers.

3. MMP postback delays affect real-time segmentation — if your MMP has delayed event forwarding, Remerge's real-time segments will lag. Ensure postback frequency is as close to real-time as possible in your MMP settings.

4. Deep link misconfiguration is the #1 setup issue — if deep links fall back to the app home screen instead of the intended in-app page, conversion rates drop significantly. Test deep links on both iOS and Android before launching.

5. Historical data sharing is critical for cold start — without 3 months of event history, Remerge's initial segments will be thin and optimization algorithms will take longer to converge. Don't skip this step.

6. Managed service means less direct control — Remerge emphasizes managed service. If you need full self-serve control (bid adjustments, real-time creative changes), clarify this during onboarding.

7. API docs are public, but credentials are not — the Reporting API and Event Tracking / Event Data Forwarding articles at help.remerge.io are publicly readable (no login to view the docs). However, obtaining a Reporting API Key + Customer ID, or an Event Tracking partner key, still requires an active Remerge account — ask your Remerge Account Manager. The Reporting API base is api.remerge.io (sign in to get an auth token), retains data for 6 months, and must be queried one day at a time.

• Self-improving: If you discover something not covered here, append it to references/learnings.md with today's date.

Related skills

• /sales-retargeting — Retargeting strategy across all platforms (web + app) — audience segmentation, creative, frequency capping, attribution
• /sales-adroll — AdRoll platform help — web retargeting, display/social ads, ecommerce integration, RollWorks ABM
• /sales-b2b-advertising — B2B account-based advertising — ABM ads, LinkedIn Ads, display for B2B
• /sales-push-notification — Push notification strategy — alternative re-engagement channel for mobile apps
• /sales-in-app-messaging — In-app messaging strategy — another re-engagement channel alongside retargeting
• /sales-integration — Connect Remerge to other tools via webhooks, MMPs, and API
• /sales-do — Not sure which skill to use? The router matches any sales objective to the right skill. Install: npx skills add sales-skills/sales --skill sales-do

Examples

Example 1: Setting up first Remerge campaign for a gaming app

User says: "I have a mobile game with 500K MAU and 74% day-1 churn. How do I set up Remerge to bring back lapsed players?" Skill does: Walks through MMP integration (AppsFlyer postbacks for level completions, purchases, session starts), segment definition (lapsed 7-day, 14-day, 30-day), creative strategy (show the game level they reached), deep link to their last played level, incrementality test setup. Result: User has a complete lapsed-player retargeting campaign plan with measurement framework.

Example 2: Measuring true campaign impact

User says: "Our Remerge ROAS looks great but our CFO wants to know if these users would have come back anyway. How do I prove incrementality?" Skill does: Explains Remerge's randomized control trial methodology — test group sees ads, control group doesn't. Compares conversion rates between groups to calculate true lift. Recommends running incrementality tests for 2-4 weeks with a 10-15% holdout group. Contextualizes: 40-60% incremental lift is typical, meaning the rest would have converted organically. Result: User can set up and interpret an incrementality test to prove ROI to finance.

Example 3: Comparing Remerge vs other mobile DSPs

User says: "Should I use Remerge, Adikteev, or Liftoff for our e-commerce app retargeting?" Skill does: Compares platforms on focus (Remerge: retargeting-first DSP, Adikteev: churn prediction + re-engagement, Liftoff: broader UA + retargeting), creative capabilities, incrementality measurement, privacy approach, and pricing models. Recommends based on user's priorities (pure retargeting → Remerge, UA + retargeting → Liftoff, churn prediction → Adikteev). Result: User has a decision framework with clear trade-offs.

Troubleshooting

Campaign not delivering impressions

Symptom: Campaign is live but getting zero or very low impressions Cause: MMP integration not forwarding events correctly, segments too narrow, or IDFA/AAID availability too low Solution: Verify MMP postbacks are firing (check MMP dashboard for Remerge partner events). Broaden segment criteria (extend lookback window, include more event types). Check iOS vs Android split — if most users are iOS and IDFA opt-in is low, impressions will be limited. Contact Remerge account team to verify SSP connections.

Incremental lift is low or negative

Symptom: Incrementality test shows <10% lift or control group converts at the same rate as test Cause: Targeting users who would convert organically (too broad), or control group too small for statistical significance Solution: Narrow targeting to lower-intent segments (users further from natural conversion). Ensure control group is at least 10-15% of the audience. Run test for a full 2-4 weeks before judging. If lift remains <10%, reallocate budget from that segment to higher-opportunity groups.

Deep links falling back to home screen

Symptom: Users tap ads but land on the app's home screen instead of the intended product/content page Cause: Deep link configuration mismatch between Remerge creative and app routing, or deferred deep linking not set up for users who need to reinstall Solution: Test deep links on both iOS (Universal Links) and Android (App Links) with a real device. Verify the deep link scheme is registered in the app. Ensure Branch/AppsFlyer deep linking SDK is handling Remerge click URLs. Check for edge case: user has the app but the deep link route was added in a newer version they haven't updated to.