At a glance: Learn about re-attribution windows, during which reinstalls are not attributed as new installs.
Re-attribution window
The re-attribution window is a time window that begins the first time a user installs the app and continues for a duration set by the advertiser (default 90 days.) During the re-attribution window app reinstalls aren't recorded as new installs and don't generate a new install postback unless they originate from a retargeting campaign.
Setting the re-attribution window
The re-attribution window:
- is set in the App Settings page
- the default value is 90 days (3 months)
- has a range of 1-24 months
Installs are evaluated relative to the setting at the moment of install. As such, If you change the setting, it impacts installs (reinstalls) going forward without considering previous installs.
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Change the re-attribution window from 90 to 30 days:
- Install on September 1.
- Re-attribution window changes on September 2.
- A reinstall until October 1, is regarded as a reinstall. Starting October 2, it is regarded as a new install.
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Change the re-attribution window from 30 to 90 days:
- Install on September 1.
- Re-attribution window changes on September 2.
- A reinstall on October 15, is a reinstall because of the current 90-day window.
- A reinstall on December 15, is a new install because more than 90 days have elapsed since the install on September 1.
Re-attribution window use cases
First install
A lead (who never had the app installed) engages with either a user acquisition or retargeting campaign and installs the mobile app.
The following happens:
- A new install (or organic, if no engagement is recorded), is attributed to the media source in user acquisition dashboards and data
- A new re-attribution window commences
- Install and in-app event postbacks are sent to the attributed media source when configured
- Following in-app events are also attributed to the same media source
Reinstall
After the first app install, the user uninstalls and reinstalls during the re-attribution window.
The following happens:
- The install is NOT attributed - it doesn't appear on the dashboard, nor on the data
- NO install postback is sent to any media source
- All following in-app events are counted as organic
- Depending on the Post Reinstall Events Attribution state, in-app events of these reinstalling users are either attributed to organic or to the original install.
Re-attribution
This is called a re-attribution.
The following happens:
- The install is attributed to the retargeting media source in the retargeting and unified view of the Overview dashboard. In other words, the user acquisition view doesn't contain re-attributions.
- All following in-app events are attributed to the retargeting media source
- An install postback is sent to the retargeting media source
For more Retargeting Attribution information, click here.
New install
- A new install (or organic, if no engagement is recorded), is attributed to the media source on the user acquisition dashboards and data
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A new re-attribution window commences
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Install and in-app event postbacks are sent to the attributed media source when configured
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Following in-app events are also attributed to the same media source
iOS app restored from iCloud backup
Regardless of the re-attribution window, when an application is backed up using iCloud and later restored (on the same device or on another device), AppsFlyer doesn't count it as a new install or reinstall. A user who restores an app from iCloud maintains their AppsFlyer ID and attribution data.