Re-attribution window explained

At a glance: During the re-attribution window, re-installs are not attributed as new installs.

Re-attribution window

The re-attribution window is a time window starting from the time of the first install during which re-installs are not attributed as new installs.

These re-installs are not counted and do not generate new install postbacks unless they originate from a retargeting campaign.

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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 

When you change the re-attribution setting it impacts installs going forward. Meaning it doesn't impact existing installs. 

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 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

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

Re-attribution

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

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