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Retention Remarketing

Retention remarketing targets existing customers to reduce churn, drive repeat usage, or expand accounts.

Updated 2026-01-28

Definition

Retention remarketing targets existing customers to reduce churn, drive repeat usage, or expand accounts.

How to use it

  • Segment by lifecycle stage (new, active, at-risk) for relevance.
  • Measure incremental impact to avoid paying for organic repeats.

Common mistakes

  • Using the same creative for new and existing customers.
  • Retargeting without frequency caps and annoying loyal users.

Why this matters

This term matters because it affects how you interpret performance and make budget decisions. If you use inconsistent definitions or windows, ROAS/CPA can look "better" while profit gets worse.

Practical checklist

  • Write a 1-line definition for "Retention Remarketing" that your team will use consistently.
  • Keep the time window consistent (weekly/monthly/quarterly) when comparing trends.
  • Segment results (channel/plan/cohort) before drawing big conclusions from blended averages.
  • Sanity-check with a related calculator from the same category on MetricKit.
  • Read the related guide (e.g., Retention & churn hub: cohorts, GRR/NRR, and retention curves) for context and common pitfalls.

Where to use this on MetricKit

Calculators

  • ROI Calculator: Calculate Return on Investment (ROI) for a campaign or project.
  • Incrementality Lift Calculator: Estimate incremental conversions, incremental ROAS, and incremental profit from a holdout test.
  • Marginal ROAS Calculator: Estimate diminishing returns and find the profit-maximizing ad spend from a simple response curve.
  • Target CPA from LTV Calculator: Translate LTV and contribution margin into a target CPA (and break-even CPA) for paid acquisition.
  • MER Calculator: Calculate MER (Marketing Efficiency Ratio / blended ROAS) and estimate break-even and target MER from margin assumptions.

Guides