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
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
- 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