“Any re-engagement like let's just say you acquire these users but they haven't made that subscription maybe there's an email push that gets sent out to them maybe they're re-engaged on another network but those are also important tactics just to make sure that we first acquire the user and then we get them into a subscription.”

Re-Engagement Campaigns Belong in the Acquisition Stack — Not as an Afterthought

Many apps treat re-engagement as a separate retention initiative, but Shane frames it as a logical extension of acquisition. Users who install but don't subscribe in the first session are warm leads — they've already cleared the install hurdle. A re-engagement campaign (email, push, or paid retargeting on the same network) that nudges them to start a trial is often cheaper and higher-converting than finding a net-new user. Measuring this loop closes the attribution picture.