AppsFlyer's Re-Targeting Attribution

Introduction

AppsFlyer’s re-targeting attribution mechanism allows advertisers to measure and analyze their re-targeting campaigns in addition to their user acquisition campaigns.

Re-Targeting Attribution is an AppsFlyer premium feature.

Initial Requirements

To run re-targeting campaigns your app must meet these minimum requirements:

For iOS

Supported SDK version: 2.5.1.13 and above.

In addition to the standard integration, you must add an additional code to the app delegate, see the AppsFlyer SDK Integration - iOS article for the section on Reporting Deeplinks for Re-Targeting Attribution.  (The article is based on the latest version of the SDK).

For iOS 9 Universal Link App Open code must be implemented.  For more information on Universal Links, click here.

For Android

Supported SDK version: 2.3.1.15 and above.

If the deeplink is opening an Activity other than the main activity, please refer to the AppsFlyer SDK Integration - Android article for the section on Reporting Deeplinks for Re-Targeting Attribution. (The article is based on the latest version of the SDK). 

 Important!

Before you start running ANY re-targeting campaign with ANY network you MUST first enable re-targeting on the app settings page!

Enabling Re-Targeting Attribution on the Dashboard

To enable re-targeting attribution, follow these steps:

  1. For details of enabling Re-Targeting Attribution, click here.
  2. Go to Settings >> Integrated Partners and select the partner you want to run re-targeting with and set them up.  Some may require you to mark a specific checkbox for re-targeting campaigns.

  3. Once you have selected the Re-Targeting Campaign (or any other campaign setting related to re-targeting), the Tracking Link is updated with the relevant parameter is_retargeting=true

  4. Click Save & Close to save your re-targeting configuration.

 Note

For details of the re-targeting and deeplinking click parameters for both Android and iOS, see here.

Conversion Types

A re-targeting campaign has two possible conversion types:

Re-engagement
When an existing user that has the app installed engages with the re-targeting campaign.
Re-attribution
Having the targeted user engaging with the re-targeting campaign and causing them to re-install the app

Viewing the Reports

Once re-targeting attribution is enabled on your AppsFlyer account, you are able to view your re-targeting campaigns in the dashboard by selecting Re-Targeting from the side bar.

new_sidebar_Re-Targeting.png

All available information in the dashboard is displayed for the re-targeting campaigns.   

Lifetime Value (LTV) Analysis for Re-Targeting Campaigns

AppsFlyer performs post-conversion analysis for both acquisition and re-targeting campaigns.

  • For acquisition campaigns, AppsFlyer calculates the LTV based on all events reported after the install attribution occurs
  • For re-engagements on re-targeting campaigns, AppsFlyer calculates the LTV based on all events reported after the re-targeting attribution occurs and within the re-engagement attribution window
  • For re-attributions on re-targeting campaigns, AppsFlyer calculates the LTV based on all events reported after the re-targeting attribution occurs 

Re-Engagement Attribution Window

The re-engagement attribution window is the number of days in which an event can be attributed to a re-targeting campaign. It starts when the re-targeting attribution occurs and finishes at the end of the re-engagement attribution window. The default re-engagement attribution window is 30 days.

Changing the Re-Engagement Attribution Window

Advertisers can change the re-engagement attribution window by adding an af_reengagement_window parameter to the tracking link.

 Note

You can insert here any time from 1 day up to 90 days.  You can enter the time as either 24h or 36h (for hours) or 1 or 1d up to 90d (for days).

For example, adding a af_reengagement_window=60 parameter on the tracking link causes all events reported within the first 60 days after the re-targeting attribution occurs to be attributed to the re-targeting campaign.

https://app.appsflyer.com/id123456789?pid=remerge_int&af_dp=mydeeplink%3A%2F%2F&
clickid={clickid}&af_siteid={publisher}&idfa={device_id_raw}&sha1_idfa={device_id}
&af_sub1={creative_name}&is_retargeting=true&af_reengagement_window=60

Use Cases

Example 1 - Conversion Before, During and After the Re-Engagement Attribution Window

The re-engagement attribution window is 30 days.

The user installs the app from campaign A.

14 days later performs a purchase worth $10.

The user clicks on a re-targeting campaign B.

3 days later performs a purchase worth $5.

32 days later performs a purchase worth $3.

Campaign Event A Attribution Event A Attribution Event C Attribution LTV

A

True

True

True

$18

B

False

True

False

$5

 

Example 2 - Multiple Conversions During the Re-Engagement Attribution Window

The re-engagement attribution window is 30 days.

The User installs the app from campaign A.

14 days later performs a purchase worth $10.

The User clicks on a re-targeting campaign B.

3 days later performs a purchase worth $5.

10 days later performs a purchase worth $3.

Campaign Event A Attribution Event A Attribution Event C Attribution LTV

A

True

True

True

$18

B

False

True

True

$8

 

Example 3 - Conversions During and After the Re-Engagement Attribution Window

The re-engagement attribution window is 40 days.

The User installs the app from campaign A.

The User clicks on a re-targeting campaign B.

3 days later performs a purchase worth $5.

10 days later performs a purchase worth $3.

60 days later performs a purchase worth $10.

Campaign Event A Attribution Event A Attribution Event C Attribution LTV

A

True

True

True

$18

B

True

True

False

$8 

 

Example 4 - No Conversions During the Re-Engagement Attribution Window

The re-engagement attribution window is 7 days.

The User installs the app from campaign A.

The User clicks on a re-targeting campaign B.

10 days later performs a purchase worth $5.

15 days later performs a purchase worth $3.

60 days later performs a purchase worth $10.

Campaign Event A Attribution Event A Attribution Event C Attribution LTV

A

True

True

True

$18

B

False

False

False

$0

Example 5 - 2 Re-Engagements After Install

The User clicks on a re-targeting campaign B with a re-engagement attribution window of 30 days.

10 days later performs a purchase worth $5.

5 days later clicks a re-targeting campaign C with re-engagement attribution window is 7 days.

1 day after performs a purchase worth 10$

10 days later performs a purchase worth 15$

As a result: 

The second re-engagement cancels out the first one

  • The $5 event is counted in A & B
  • The $10 event is counted in A & C
  • The $15 event is counted in A

The User installs the app from campaign A.

Additional Fields in the Raw Reports

Raw reports for re-targeting data include specific columns for re-targeting campaigns.  For a full list of these headings, click here.

Below is a list of points for AppsFlyer's re-targeting enhancements:

  • The parameter is_retargeting=true is required for all cases.
  • Each tracking link must hold the Device ID.  For example:
    • idfa=
    • advertising_id=
    • android_id=
  • A new installation as a result of a re-targeting campaign, is not considered a re-targeting conversion and is displayed in the Overview dashboard and not the Re-Targeting dashboard.
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