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 the following re-engagements can occur: 

  • 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. 
  • Limitation: Probabilistic modeling does not support indirect re-engagements. No re-engagement is recorded in this case. 


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

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