About differences between App Retargeting and AEO/VBO
Last updated: May 2025
Both app retargeting and App Event Optimization / Value-Based Optimization are optimized toward in-app events or value. However, there are key differences between both.
| App retargeting | AEO/VBO |
Campaign objective | App Promotion | App Promotion |
Use Case | Installed user re-engagement | New user acquisition |
Tracking url | Retargeting url | User acquisition url |
iOS traffic | iOS 14.5 below: all iOS 14.5+: opt-in users | All (VBO in beta) |
