{"id":1713,"date":"2026-07-10T17:00:00","date_gmt":"2026-07-10T22:00:00","guid":{"rendered":"https:\/\/tolinku.com\/blog\/?p=1713"},"modified":"2026-03-07T03:50:03","modified_gmt":"2026-03-07T08:50:03","slug":"fintech-retargeting-deep-links","status":"publish","type":"post","link":"https:\/\/tolinku.com\/blog\/fintech-retargeting-deep-links\/","title":{"rendered":"Retargeting for Fintech Apps with Deep Links"},"content":{"rendered":"\n

Fintech apps have high acquisition costs and long user lifecycles. A user who downloads your banking app, browses savings rates, but never opens an account represents a significant cost. Retargeting with deep links brings these users back to the exact point where they left off, rather than to a generic home screen.<\/p>\n\n\n\n

This guide covers retargeting strategies for fintech apps using deep links. For re-engagement campaigns broadly, see re-engagement campaigns: winning back lapsed users<\/a>. For e-commerce retargeting, see retargeting deep links for e-commerce<\/a>.<\/p>\n\n\n\n

Fintech Retargeting Scenarios<\/h2>\n\n\n\n

Rate Browsers<\/h3>\n\n\n\n

Users who viewed savings rates, loan rates, or card APRs but did not apply:<\/p>\n\n\n\n

{\n  "title": "Savings rates just increased",\n  "body": "High-yield savings now earning 4.75% APY",\n  "deep_link": "https:\/\/links.finapp.com\/products\/savings\/HY-SAVINGS",\n  "category": "retarget_rates"\n}\n<\/code><\/pre>\n\n\n\n
Application Abandoners<\/h3>\n\n\n\n
Users who started an application but did not complete it (covered in depth in the loan application deep links<\/a> guide):<\/p>\n\n\n\n
{\n  "title": "Your application is waiting",\n  "body": "You're 75% done with your personal loan application",\n  "deep_link": "https:\/\/links.finapp.com\/apply\/APP-123\/step\/income",\n  "category": "retarget_application"\n}\n<\/code><\/pre>\n\n\n\n
Dormant Account Holders<\/h3>\n\n\n\n
Users who opened an account but have not used it in 30+ days:<\/p>\n\n\n\n
{\n  "title": "Your account is ready",\n  "body": "Set up direct deposit to get paid 2 days early",\n  "deep_link": "https:\/\/links.finapp.com\/direct-deposit",\n  "category": "retarget_dormant"\n}\n<\/code><\/pre>\n\n\n\n
Lapsed Active Users<\/h3>\n\n\n\n
Users who were active but stopped using the app:<\/p>\n\n\n\n
{\n  "title": "Your weekly spending summary",\n  "body": "See how your spending compares to last month",\n  "deep_link": "https:\/\/links.finapp.com\/transactions\/categories",\n  "category": "retarget_lapsed"\n}\n<\/code><\/pre>\n\n\n\n
Feature Non-Adopters<\/h3>\n\n\n\n
Users who have not tried a specific feature:<\/p>\n\n\n\n
{\n  "title": "Save automatically",\n  "body": "Round up your purchases and save the change. Most users save $30-50\/month.",\n  "deep_link": "https:\/\/links.finapp.com\/savings\/round-ups",\n  "category": "retarget_feature"\n}\n<\/code><\/pre>\n\n\n\n
Retargeting Channels<\/h2>\n\n\n\n
Push Notifications<\/h3>\n\n\n\n
The most immediate channel, but limited by opt-in rates and notification fatigue:<\/p>\n\n\n\n
\n\n\n\n\n\n\n
Segment<\/th>\nMessage<\/th>\nDeep Link<\/th>\nTiming<\/th>\n<\/tr>\n<\/thead>\n
Rate browser (savings)<\/td>\n"Savings rates at 4.75% APY"<\/td>\n\/products\/savings\/HY-SAVINGS<\/code><\/td>\n24 hours after browsing<\/td>\n<\/tr>\n
App abandoner<\/td>\n"Your application is X% complete"<\/td>\n\/apply\/{app-id}\/step\/{last-step}<\/code><\/td>\n2 hours after abandonment<\/td>\n<\/tr>\n
Dormant user<\/td>\n"You have $X in rewards"<\/td>\n\/rewards<\/code><\/td>\n14 days after last activity<\/td>\n<\/tr>\n
Feature non-adopter<\/td>\n"Try round-up savings"<\/td>\n\/savings\/round-ups<\/code><\/td>\n7 days after signup<\/td>\n<\/tr>\n<\/tbody><\/table><\/figure>\n\n\n\n
Email Retargeting<\/h3>\n\n\n\n
Better for detailed content and users who have disabled push notifications:<\/p>\n\n\n\n
<p>You checked out our high-yield savings rates last week.<\/p>\n<p>Good news: rates just increased to <strong>4.75% APY<\/strong>,\namong the highest in the market.<\/p>\n<p>Open a savings account in under 2 minutes.<\/p>\n<a href="https:\/\/links.finapp.com\/products\/savings\/HY-SAVINGS">\n  Open Savings Account\n<\/a>\n<\/code><\/pre>\n\n\n\n
In-App Messages<\/h3>\n\n\n\n
For users who are in the app but have not explored a specific feature:<\/p>\n\n\n\n
{\n  "type": "in_app_banner",\n  "title": "Earn cash back on every purchase",\n  "body": "Upgrade to our Rewards Card",\n  "cta": "Learn More",\n  "deep_link": "\/products\/cards\/REWARDS",\n  "show_to": "users_without_rewards_card",\n  "display_after": "3_app_opens"\n}\n<\/code><\/pre>\n\n\n\n
Paid Retargeting Ads<\/h3>\n\n\n\n
For users who have the app but are not returning. The ad deep links directly to the relevant screen:<\/p>\n\n\n\n
https:\/\/links.finapp.com\/products\/savings\/HY-SAVINGS?utm_source=facebook&utm_campaign=savings-retarget&utm_medium=paid\n<\/code><\/pre>\n\n\n\n
Segmentation<\/h2>\n\n\n\n
Effective retargeting requires precise segmentation. Generic "come back to the app" messages perform poorly in fintech because users' situations vary widely.<\/p>\n\n\n\n
Behavioral Segments<\/h3>\n\n\n\n
\n\n\n\n\n\n\n\n\n
Segment<\/th>\nDefinition<\/th>\nDeep Link Target<\/th>\n<\/tr>\n<\/thead>\n
Rate shopper<\/td>\nViewed 2+ rate pages, no application<\/td>\nProduct page with current rates<\/td>\n<\/tr>\n
Application abandoner<\/td>\nStarted application, incomplete<\/td>\nLast incomplete step<\/td>\n<\/tr>\n
Account holder, no deposit<\/td>\nOpened account, zero balance after 7 days<\/td>\nDirect deposit setup<\/td>\n<\/tr>\n
Active user, no savings<\/td>\nUses checking, no savings account<\/td>\nSavings product page<\/td>\n<\/tr>\n
Approaching milestone<\/td>\nNear a savings goal or payoff milestone<\/td>\nGoal or payoff detail<\/td>\n<\/tr>\n
Payment overdue<\/td>\nMissed a scheduled payment<\/td>\nPayment screen<\/td>\n<\/tr>\n<\/tbody><\/table><\/figure>\n\n\n\n
Lifecycle-Based Retargeting<\/h3>\n\n\n\n
\n\n\n\n\n\n\n\n\n
User Age<\/th>\nSegment<\/th>\nMessage<\/th>\nDeep Link<\/th>\n<\/tr>\n<\/thead>\n
Day 1-3<\/td>\nNew user, incomplete onboarding<\/td>\n"Finish setting up your account"<\/td>\n\/onboarding<\/code><\/td>\n<\/tr>\n
Week 1<\/td>\nNew user, no first deposit<\/td>\n"Add funds to get started"<\/td>\n\/deposit<\/code><\/td>\n<\/tr>\n
Week 2<\/td>\nActive, no savings<\/td>\n"Start saving automatically"<\/td>\n\/savings\/round-ups<\/code><\/td>\n<\/tr>\n
Month 1<\/td>\nActive, no card<\/td>\n"Get 2% cash back on every purchase"<\/td>\n\/products\/cards\/REWARDS<\/code><\/td>\n<\/tr>\n
Month 3<\/td>\nDeclining activity<\/td>\n"Your monthly spending report"<\/td>\n\/transactions\/categories<\/code><\/td>\n<\/tr>\n
Month 6+<\/td>\nDormant<\/td>\n"We've added new features"<\/td>\n\/whats-new<\/code><\/td>\n<\/tr>\n<\/tbody><\/table><\/figure>\n\n\n\n
Implementation<\/h2>\n\n\n\n
Tracking Retargeting Events<\/h3>\n\n\n\n
func trackRetargetingEvent(segment: String, channel: String, deepLink: String) {\n    analytics.track("retarget_sent", properties: [\n        "segment": segment,\n        "channel": channel,\n        "deep_link": deepLink,\n        "timestamp": Date().timeIntervalSince1970\n    ])\n}\n\nfunc handleRetargetingDeepLink(_ url: URL) {\n    \/\/ Track that the user tapped the retargeting link\n    let params = URLComponents(url: url, resolvingAgainstBaseURL: false)?.queryItems\n    let campaign = params?.first(where: { $0.name == "utm_campaign" })?.value\n\n    analytics.track("retarget_tapped", properties: [\n        "campaign": campaign ?? "unknown",\n        "deep_link": url.absoluteString\n    ])\n\n    \/\/ Route to the correct screen\n    routeDeepLink(url)\n}\n<\/code><\/pre>\n\n\n\n
Suppression Rules<\/h3>\n\n\n\n
Not every user should be retargeted. Define suppression rules to avoid annoying users or violating regulations:<\/p>\n\n\n\n
func shouldRetarget(user: User, segment: String) -> Bool {\n    \/\/ Don't retarget users who opted out\n    if user.preferences.retargetingOptOut { return false }\n\n    \/\/ Don't retarget users with active complaints\n    if user.hasOpenComplaint { return false }\n\n    \/\/ Don't retarget for products the user already has\n    if segment == "savings_cross_sell" && user.hasSavingsAccount { return false }\n\n    \/\/ Respect frequency caps\n    let recentMessages = messageHistory.count(\n        user: user.id,\n        category: "retarget",\n        since: Date().addingTimeInterval(-7 * 24 * 3600)\n    )\n    if recentMessages >= 3 { return false }\n\n    return true\n}\n<\/code><\/pre>\n\n\n\n
Measuring Retargeting Performance<\/h2>\n\n\n\n
\n\n\n\n\n\n\n\n\n\n
Metric<\/th>\nDescription<\/th>\n<\/tr>\n<\/thead>\n
Reach<\/td>\nUsers who received the retargeting message<\/td>\n<\/tr>\n
Tap-through rate<\/td>\nUsers who tapped the deep link<\/td>\n<\/tr>\n
Re-engagement rate<\/td>\nUsers who opened the app from retargeting<\/td>\n<\/tr>\n
Conversion rate<\/td>\nUsers who completed the intended action<\/td>\n<\/tr>\n
Incremental lift<\/td>\nConversions attributable to retargeting vs. organic<\/td>\n<\/tr>\n
Cost per re-engagement<\/td>\nAd spend \/ re-engaged users<\/td>\n<\/tr>\n
LTV impact<\/td>\nLong-term value change for re-engaged users<\/td>\n<\/tr>\n<\/tbody><\/table><\/figure>\n\n\n\n
The most important metric is incremental lift: how many conversions happened because of retargeting that would not have happened otherwise. Use holdout groups to measure this accurately.<\/p>\n\n\n\n
Compliance<\/h2>\n\n\n\n
Fintech retargeting must comply with financial regulations and data privacy laws:<\/p>\n\n\n\n