Re-attribution window explained

At a glance: Learn about re-attribution windows, during which 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
the default value is 90 days (3 months)
has a range of 1-24 months

Installs are evaluated relative to the setting at the moment of install. As such, If you change the setting, it impacts installs (reinstalls) going forward without considering previous installs.

Change the re-attribution window from 90 to 30 days:
- Install on September 1.
- Re-attribution window changes on September 2.
- A reinstall until October 1, is regarded as a reinstall. Starting October 2, it is regarded as a new install.
Change the re-attribution window from 30 to 90 days:
- Install on September 1.
- Re-attribution window changes on September 2.
- A reinstall on October 15, is a reinstall because of the current 90-day window.
- A reinstall on December 15, is a new install because more than 90 days have elapsed since the install on September 1.

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

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

The user uninstalls the app. Then, after the re-attribution window ends, the user reinstalls. This reinstall 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

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.