Re-activating dormant riders using behavior-led retargeting strategies

The Client

Gojek is Southeast Asia’s leading on-demand platform.

Objective

Increase completed rides and user reactivation at scale.

Challenge

Not all inactive users had equal likelihood of reactivation, making broad retargeting inefficient.

Solution

• Retargeting based on ride intent and recency
• Optimizing toward completed rides
• Reallocating spend using down-funnel signals

Results

• 1,500+ rides per day
• 9% uplift in reactivated users
• 11% increase in subscription conversions