Retargeting attribution guide

At a glance: Retargeting attribution enables advertisers to measure and analyze retargeting campaigns and their impact on KPIs.

  • Retargeting campaigns with non-SRNs often rely on deep linking or device detection for redirection. If this is the case, read these guides first. 
  • To view the list of retargeting integrated partners, Go to ConfigurationIntegrated Partners.  Select Retargeting.

Retargeting campaigns

Retargeting campaigns have the following user conversion types:

  • Re-engagement is recorded when an existing app user opens the app after engaging with a retargeting campaign. 
  • Re-attribution (reinstall): is recorded when a past user reinstalls the app within the re-attribution window after engaging with a retargeting campaign.

When an existing user engages with a retargeting campaign there are two types of re-engagement:

  • Deep linking app launches immediately after the user clicks on the retargeting ad. The click to re-engagement time gap is 0. 
  • Indirect re-engagement The user clicks on a retargeting ad. AppsFlyer opens a click lookback window. The user is redirected to the app store. If the user launches the app during the lookback window an engagement is recorded. 


Did you know that app retargeting drives a 63% revenue uplift, 50% higher than UA alone? Read our research.

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