The Re-attribution window is a time frame starting from the first install time during which re-installs cannot be attributed as new installs. These re-installs are not counted, and do not generate new install postbacks accordingly, unless they originate from a re-targeting campaign.
The Re-Attribution window is found in the App Settings page.
90 days (3 months) is the default setting and the available values are between 1 - 24 months.
Note: When Re-Attribution value is changed, it only affects new device IDs from new installs going forward and does not change the window for existing installs.
Install Attribution Use Cases
Use Case 1: The first Install on a device that has not previously had the app installed on it.
The install is attributed either:
- To the relevant media source and an Install Postback is sent to that media source; or
- Counted as an organic install
All corresponding in-app events are also attributed to the same media source. The attribution is valid for the life time of the app. In-app event postbacks are sent to the attributed media source, when configured.
Use Case 2: After the first app install, it is then uninstalled and re-installed during the re-attribution window.
- The re-install event is not counted and no Install Postback is sent to the media source.
- All corresponding in-app events are counted as organic.
Use Case 3: After the first app install, it is then uninstalled and re-installed outside the re-attribution window.
The re-install considered as a first install and is attributed either:
- To the relevant media source and an Install Postback is sent to that media source; or
- Counted as an organic install
All corresponding in-app events are also attributed to the same media source. The attribution is valid for the life time of the app. In-app event postbacks are sent to the attributed media source, when configured.
Re-Targeting Attribution Use Case
Use Case: After the first app install, it is then uninstalled. During the re-attribution window, the user clicks on a re-targeting campaign and installs.
The install is attributed either:
- As Re-attribution and attributed to the relevant media source on the re-targeting page and raw data. An Install Postback is sent to that media source. This install is not displayed on the Overview page.
All corresponding in-app events are also attributed to the same media source. The attribution is valid for the life time of the app. In-app event postbacks are sent to the attributed media source, when configured.
For more Re-Targeting Attribution information, click here.