At a glance: During the re-attribution window, 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
- default value is 90 days (3 months)
- has a range of 1-24 months
If you change the setting it impacts new installs going forward and has no impact on existing users.
Re-attribution window use cases
The following sections contain 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
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.
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
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.