Introduction
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 retargeting 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
Set out below are examples of install attribution use cases.
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.
- 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.
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.
Retargeting Attribution Use Case
Use Case: After the first app install, it is then uninstalled. During the re-attribution window, the user clicks on a retargeting campaign and installs.
The install is attributed either:
- As Re-attribution and attributed to the relevant media source on the retargeting 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 Retargeting Attribution information, click here.