Retargeting attribution guide

Retargeting partner setup

To setup retargeting for a partner, retargeting must be enabled on the app level, and also specifically per partner.

Enabling retargeting

To enable retargeting on the app level:

1. Go to Configuration > App Settings.
2. Turn on Enable Retargeting Campaign Measurement.

Retargeting setup 

To set up a retargeting partner:

1. Go to Configuration > Integrated Partners. 
2. Select the retargeting network partner.
3. Set up the partner's configuration.
4. Enable Retargeting Settings.
   

   

   For non-SRNs, this converts the attribution link from a user acquisition type URL to a retargeting URL, by adding the is_retargeting=true parameter.
   
   
5. Select Use a standard attribution link for single-platform (app specific) link, or Use OneLink.
6. Enter a Deep Link URL, if needed (see Deep Link guide).
7. Copy the generated URL to be used with your retargeting campaign.
   Note: The URL does not persist and can't be saved, so leaving the setup window deletes any URL setup you perform.

Retargeting setup

Retargeting events recording differs between SRNs and non-SRNs, as described below.

Retargeting links setup

Retargeting links are similar to regular user acquisition links. You can create them for integrated partners that support retargeting, or for your owned media, using the link management page.

The following rules are important for recording retargeting engagements: 

• The parameter is_retargeting=true is required for all cases.
• Each attribution link must hold the Device ID. For example:
  • idfa=XXXXXXXXXXXXXXXXXXXXXXXXXX
  • advertising_id=XXXXXXXXXXXXXXXXXX
  • android_id=XXXXXXXXXXXXXXXXXX

Retargeting click-through lookback window

The retargeting click lookback window works exactly like that of user acquisition campaigns. It defines the maximum period of time after an ad is clicked, within which a retargeted user can be attributed to the ad. The lookback window is configurable with the attribution link parameter:

af_click_lookback={days}

When the window is not configured, the default is 7 days.

Retargeting view-through lookback window

The retargeting view-through lookback window works exactly like that of user acquisition campaigns. It defines the maximum period of time after an ad is viewed, within which a retargeted user can be attributed to the ad. The lookback window is configurable with the attribution link parameter:

af_viewthrough_lookback={days/hours}

When this not configured, the default is 1 day.

Re-engagement window

The Re-engagement window is a time period, which starts when the user re-engages, meaning opens the app. The window ends after the number of days set in the re-engagement window or if the user engages with another retargeting campaign as explained in this section. During this window:

• The retargeting network is considered the primary attribution of in-app events performed by the user.
• The original ad network is considered as secondary.

After the Re-engagement window ends, only the original ad network is attributed.

Advertisers can change the Re-engagement window by setting the desired value using the re-engagement window slider. This automatically adds the af_reengagement_window parameter to the attribution link (which can also be added manually).

The following re-engagement window values are available:

• Hours:1- 23 hours, e.g. af_reengagement_window=18h
• Days: 1-90 days, e.g. af_reengagement_window=45d
• Lifetime: Persists until the user either uninstalls or performs another re-engagement, e.g. af_reengagement_window=lifetime

For example, af_reengagement_window=60d means that all events reported within the first 60 days after the re-engagement event occurs, get attributed to the retargeting 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=60d
  

If af_reengagement_window does not exist on a retargeting link, AppsFlyer uses the default value of 30 days.

Retargeting page

In the Retargeting dashboard view retargeting KPIs as follows:

• Ad networks (not SRNs):
  • Impressions 
  • Clicks
• Ad networks and SRNs:
  • Conversions
  • Re-engagements vs. re-attributions
  • Revenue

Once retargeting attribution is enabled, view retargeting campaign results in the Retargeting dashboard. 

The widgets

Filters

• The data filters at the top of the Retargeting page are identical to those in the Overview page. If you go back and forth between the pages, the filtering you have set persists.
• Use the data filters to configure which retargeting information to view, using media source, geo, and date range.
• Advanced search contains additional filters: Campaign names, channels, and agencies.
• Group By button, to group the data by any of these dimensions.

Retargeting KPI widgets

Retargeting clicks

Breakdown of daily clicks on retargeting links during the specified date range.

Re-engagements vs. re-attributions

Breakdown of daily re-engagements by current users vs. re-attributions by past users, during the specified date range.

Aggregated retargeting report

Use the table to compare the performance of media sources, countries, agencies and channels. You can click on each media source to drill-down to display the campaign-level, ad set level and single ad level data.

For each row you can see the number of impressions, clicks, conversions, conversion rate (Conversions / Clicks), revenue and ARPU. Currently cost data for retargeting campaigns is not included in aggregated retargeting reports., and therefore the cost, ROI and eCPI columns are N/A. Cost and ROI data for retargeting campaigns can be found in the unified view of Cohort reports.

Lifetime value (LTV) analysis for retargeting campaigns

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

• For re-engagements, AppsFlyer calculates the LTV based on all events reported after the re-engagement, if occurring within the re-engagement attribution window.
• For re-attributions, AppsFlyer calculates the LTV based on all events reported after the re-attribution.
• For new installs, AppsFlyer calculates the LTV based on all events reported after the install attribution occurs.

For examples of retargeting campaigns LTV, click here.

Retargeting reports

Retargeting reports are parallel to the UA Aggregate and raw data reports available using the reporting tools

The report structure and column names are identical to the user acquisition equivalents. This enables easy merging of user acquisition and retargeting data.

In the case of purchase events as part of a retargeting campaign, the revenue is attributed to both the UA campaign and the retargeting campaign. This results in duplicate revenue events in raw data. If you are importing the data to your system you should remove the duplicate events. Identifying duplicate events 

Retargeting conversions report

The Retargeting Conversions report contains raw data of re-engagements and re-attributions. Some of the retargeting fields have different meanings to those used in user acquisition reports

The following table explains the content of relevant fields retargeting report.

Retargeting raw data report fields

Initial requirements

To run retargeting campaigns your app must meet these minimum requirements:

Limitations

• View-through data is not supported for re-engagements, except for the following networks:
  • Snapchat
  • Google Ads
  • Facebook Ads for re-attributions only (not for re-engagements)
  • YahooGemini
  • Remerge
  • Adikteev
  • Liftoff
  • Twitter
  • YouAppi
  • TikTok Ads (Bytedance Global)
• Campaign cost data for retargeting is visible in Cohort reports under the unified view.

Retargeting LTV examples

FAQs