Given that up to 25% of apps are only used once in the first six months after being downloaded, app re-engagement marketing is absolutely critical for developers. Yesterday, Google introduced the ability for devs to upload app customer IDs in AdWords, enabling an easier remarketing process for both Android and Apple apps.
App customer IDs in AdWords work very similar to Customer Match, which Google rolled out last year—the major difference being that app IDs work across the Google Display Network, while Customer Match emails are limited to Search and YouTube.
The new bulk upload feature in AdWords for app IDs supports both IDFA (Apple’s Identifier for Advertising) and Google’s advertising ID; this anonymous protocol gives developers the opportunity to target previous downloaders without tying this data to a specific device.
App customer IDs can be uploaded to AdWords under the Shared Library > Audiences section, as shown above.