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Re-attribution window explained

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Jamie Weider
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Introduction

The Re-attribution window is a time frame starting from the first install time during which re-installs are not attributed as new installs.

These re-installs are not counted, and do not generate new install postbacks accordingly, unless they originate from a retargeting campaign.

The Re-Attribution window can be viewed and updated by account owners in the App Settings page.

90 days (3 months) is the default setting and the available values are between 1 - 24 months.

 Note

When the Re-Attribution value is changed, it instantly affects ALL devices, which perform a new install going forward

Re-attribution window use cases

Set out below are examples of install attribution use cases.

Use case 1: 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 on the 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

Use case 2: Re-install

After the first app install, the user uninstalls and re-installs 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

Use case 3: Re-attribution

After the first app install, during the re-attribution window, the user uninstalls, then engages with a retargeting campaign and re-installs.
This is called a re-attribution.

The following happens:

  • The install is attributed to the retargeting media source on the retargeting page and data ONLY
  • All following in-app events are attributed to the retargeting media source
  • The re-attribution and its following events don't appear on the user acquisition dashboards, nor on the UA data
  • An install postback is sent to the retargeting media source

For more Retargeting Attribution information, click here.

Use case 4: New install

The user uninstalls the app. Then, after the re-attribution window ends, the user re-installs. This re-install is considered as a first install and brings the same results:
  • A new install (or organic, if no engagement is recorded), is attributed to the media source on the 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

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