Retargeting attribution guide

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Marketers Developers

Last update: October 25, 2022 08:07

At a glance: Retargeting (remarketing) campaigns motivate users to open and re-engage with the app or cause users who deleted the app to reinstall it.

Retargeting fundamentals

Retargeting attribution occurs when a user engages with a retargeting campaign by clicking on a retargeting attribution link or deep link. This results in one of the following attribution events:

Re-engagement: If the app is on the device, the media source motivating the user to open the app is credited with a re-engagement.
Re-attribution (AKA retargeting reinstall): If the app is not on the user device (meaning the user uninstalled the app), then engaging with the retargeting campaign causes the user to reinstall and open the app. If this happens during a re-attribution window: the retargeting media source is credited with the re-attribution. Related reading: Reinstalls.

Before running retargeting campaigns, review the re-engagement rules and example cases in the sections that follow, then set up retargeting as described in the retargeting procedures section. For ease of understanding, you should be familiar with the AppsFlyer attribution model and the associated attribution windows.

Re-engagement rules and windows

Retargeting attribution rules determine if an event is a retargeting event and attributed to the retargeting media source.
Similar to user acquisition attribution campaigns, SRN retargeting re-engagements are reported by API and those of non-SRNs by attribution link.
The rules, based on the user journey, consist of :
- Inclusion windows, a period of time during which a re-engagement can take place.
- Exclusion windows, a period of time during which a re-engagement can't take place.
If a re-engagement is attributed, in-app events for the duration of the re-engagement window are double attributed. This means it's attributed to both the retargeting media source and to the original UA media source, if known.

The diagram that follows contains the set of re-engagement rules. Use it as a guide to determine if an interaction with a retargeting campaign will be attributed as a re-engagement.

Re-engagement rules

Reference—inclusion and exclusion windows

The tables that follow contain reference information related to windows related to retargeting attribution.

Inclusion windows
Window type	Description
View-through	The maximum duration from the time the user views an ad until they open an app. Where configured: Attribution link Duration: Default: 1 day Range: 1-23 hours/1-7 days SRN specific remarks: Retargeting view-through is supported by DoubleClick and Twitter.
Click lookback	The maximum duration from the time a user clicks on an ad until they open an app. Where configured: Attribution link Duration : Default: 7 days Range: 1-23 hours/1-30 days SRN remarks: Check with the SRN what their specific lookback window policy is.
Re-engagement	Consider the following in regards to the re-engagement window: The window begins when the user opens the app for the first time after engaging with the retargeting media source. In-app events are double attributed to the retargeting and user acquisition media sources for the duration of the window Window duration is determined by the app setting or by the SRN. If the user engages with another retargeting campaign during the re-engagement window, that is not blocked by an exclusion window, the current re-engagement window ends immediately and a new re-engagement window begins. In the context of a re-attribution: the re-engagement window duration is unlimited in time. However, this window comes to an end in the case of a new install, reinstall, or due to data retention limitations. Where set: Attribution link Default: 30 days Range: 1-23 hour/1-90 days/lifetime SRN remarks: Configurable for SRNs If you change the window setting, the change impacts re-engagements going forward. It has no impact on existing re-engagements.

Exclusion windows
Window type	Description
Minimum time between re-engagement conversions	Don't record a re-engagement during the exclusion window. Minimum time between re-engagement conversions On re-engagement, a window during which in-app events are attributed to both the retargeting (primary) and UA (non-primary) campaigns is opened. This enables the measurement of retargeting campaign performance. If another network or campaign brings a re-engagement during this window: [Default] the existing re-engagement window is closed, another re-engagement recorded, and subsequent in-app events are attributed to the most recent re-engagement. To prevent this, set the Minimum time between re-engagement conversions. In this case, only after the minimum elapsed time can a further re-engagement be recorded. This setting has no impact in cases where the re-engagement window is shorter than the duration of this setting. Example: If the re-engagement window is 1 day, and this setting is 4 days then this setting has no impact whatsoever. These settings do not affect the duration between install and re-engagement. Where set: App settings page Duration: Default: None Range: 1-23 hours/1-30 days
Minimum inactivity period	Don't record a re-engagement during the exclusion window. Where set Integrated partners settings page in the Integration tab. Duration: Default: None 0-30 days SRN remarks: Consider that SRNs usually have their own inactivity period rules. If your setting differs from that of the SRN this can cause discrepancies.
Re-attribution	The re-attribution window impacts re-attributions but not re-engagements. Users reinstalling during the re-attribution window after engaging with a retargeting campaign are attributed to the retargeting media sources. Related reading: Reinstalls Where set: App settings

Example flow implementing the rules

Re-engagement rules checklist for click-through and view-through attribution
Rule	Rule
A	The user engaged with a retargeting campaign, meaning the user viewed or clicked on an ad defined as a retargeting ad.
B	The engagement occurred during a click-lookback or view-through window.
C	The user was inactive for longer than the minimum inactivity period.
D	In the case of in-app events, they take place during the re-engagement window.
E	The period between the previous re-engagement is greater than the minimum time between re-engagements.

Example retargeting scenarios

Scenario 1: Purchases before, during, and after the re-engagement window

User journey:

Engage with an ad from network Z, install the app, and make a purchase (A).
Engage with a retargeting ad from network Y, open the app, and make a purchase (B).
Make a purchase (C).

P/S column: Primary or Secondary described in double attribution of retargeting events

Scenario 2: Multiple conversions during the re-engagement attribution window

User journey:

Engage with an ad from network Z, install the app, and make a purchase (A).
Engage with a retargeting ad from network Y, open the app, and make a purchase (B).
Make a purchase (C).

P/S column: Primary or Secondary described in double attribution of retargeting events

Retargeting operations

Retargeting settings

The following settings are required depending on the scenario.

Conversion type	SRN	Non-SRN
Re-engagement	Go to Settings > App settings. Verify that Re-engagement attribution is on. Per SRN: Go to Configuration > Integrated partners, select the SRN. Turn on Re-engagement attribution.	Go to Settings > App settings. Verify that Re-engagement attribution is on. Per non-SRN: Append the retargeting parameter to attribution links as detailed in this section
Re-attribution	Go to Configuration > Integrated partners, select the SRN. Turn on Reinstall attribution.	No explicit settings required. Append the retargeting parameter to attribution links as detailed in this section.

Non-SRN settings

To set up an ad network (non-SRN) retargeting partner:

In AppsFlyer, Go to Configuration > Integrated partners.
Select the ad network.
Turn on Enable retargeting settings. This modifies the attribution link to a retargeting URL, by appending is_retargeting=true to the link.
Select one of the following:
- Use a standard attribution link for single-platform (app-specific) links.
- Use OneLink.
  - Enter a Deep link URL, if needed (see Deep linking guide).
Copy the URL generated and give it to the ad network to use with your retargeting campaign.
Note: The URL does not persist and can't be saved.

Retargeting dashboard

The Overview dashboard contains retargeting metrics as well as user acquisition metrics. The metrics are LTV based and relate to users who engage with a retargeting campaign.

To view retargeting data:

In AppsFlyer, go to Dashboards > Overview.
Click View type, then select Retargeting.
Retargeting data displays.
Note! You can also view retargeting data in the unified view. See Dashboard view types.

Retargeting attribution links

Retargeting links are similar to regular user acquisition links.
Create them for:
- Non-SRNs that support retargeting.
- Owned media, using the link management page.

Retargeting attribution link parameters
Parameter	Descriptions	Required
`is_retargeting`	Set to: `is_retargeting=true`	Yes
Advertising ID	Where possible send an advertising ID like IDFA, OAID, IDFV, and so on. Probabilistic Modeling limitations for iOS apps.	No
Retargeting click lookback-window	The retargeting click lookback window works like that of user acquisition campaigns. It defines the maximum period that can elapse between a user clicking on an ad until the user is attributed. The lookback window is set using the using `&af_click_lookback` parameter. The default setting is 7 days. Example To set a 14-day click-through lookback window, add the following to the retargeting campaign's attribution link: `&af_click_lookback=14d`	No
Retargeting view-through lookback timer	The retargeting view-through lookback window works like that of user acquisition campaigns. It defines the maximum period that can elapse after a user views an ad until the user is attributed. The default is 1 day. The lookback window is set using `af_viewthrough_lookback={time}` Example To set a 5-hour view-through lookback window, add the following to the retargeting campaign's attribution link: `&af_viewthrough_lookback=5h`	No
Re-engagement window	The re-engagement window can be set in the attribution link user interface. This sets the af_reengagement_window parameter on to the attribution link. The parameter can be added manually. The default is 30 days. The following re-engagement window values are available: Hours:1- 23 hours Days: 1-90 days Lifetime: Persists until the user either uninstall or performs another re-engagement, for example, af_reengagement_window=lifetime For example, af_reengagement_window=60d means that events reported within 60 days of the re-engagement are attributed to the retargeting media source.	No

Retargeting view-through lookback period

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

Retargeting reports and raw data

Retargeting reports, similar to the UA aggregate and raw data reports, are available using the reporting tools.
Retargeting in-app events and sessions are double attributed.

Retargeting conversions report

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

Interpretation of raw data reports in the context of retargeting
Column	Description
Event name	Field population depends on the report type. In-app event reports: The in-app event name. Retargeting conversion reports: re-engagement or re-attribution. Note! In the case of Data Locker values are as follows: install means re-attribution retargeting means re-engagement
Attributed touch type	Engagement type: Click Impression
Attributed touch time	Retargeting engagement time
Install time	The first app launch after the re-engagement or re-attribution.
Event time	The time the event occurred
AppsFlyer ID	Re-attributions: A new AppsFlyer ID Re-engagement: Remains unchanged
Is retargeting	TRUE for retargeting conversions and events
Is primary attribution	TRUE for retargeting conversions and events
Retargeting conversion type	This field will be deprecated in the future (date to be announced.) Use conversion_type and campaign_type to determine the context of the conversion. Re-engagement Re-attribution
Conversion type	The type of conversion: Install Reinstall (1) Re-engagement Unknown (2) (1) If conversion_type= reinstall and campaign_type=retargeting is equivalent to retargeting_conversion_type=re-attribution (2) In-app events/sessions not attributed to any media source.
Campaign type	The source bringing the user: UA Organic Retargeting Unknown
Attribution lookback	Retargeting click-through lookback window
Original URL	Contains one of the following: Retargeting link Deep linking data Empty for SRNs
Contributor fields	Unavailable for re-engagements

Additional information

Probabilistic modeling

From February 17, 2021, Probabilistic Modeling is supported in retargeting. In the case of iOS 14.5+ limitations apply. The lookback window used in retargeting Probabilistic Modeling is set dynamically by AppsFlyer and depends on the operating system.

Verify that clicks sent by server-to-server send the necessary Probabilistic Modeling data.

App requirements

To run retargeting campaigns the app must meet the following minimum requirements.

iOS
- In addition to the standard AppsFlyer SDK integration, you must add additional code to the app delegate, see the SDK Integration article (attribution links section).
- For iOS 9, Universal Link App Open code must be implemented. Universal links with iOS 9.
Android:
- If the deep link opens an activity other than the main activity, see the SDK Integration article (attribution links section).

Retargeting limitations

Starting February 17, 2021, retargeting supports Probabilistic Modeling.
Campaign cost data for retargeting is available in Overview and Cohort dashboards and reports in the unified view.

FAQ

Retargeting clicks:

Retargeting clicks include retargeted users engaging with an AppsFlyer attribution link.
Clicks from SRNs or from push notifications are not included in the count.
Some clicks result in new installs which are attributed as user acquisition. This happens when non-users, or past users after the expiry of the re-attribution window, engage with a retargeting link and install.

When is the attributed touch time identical to the install time?

When users of universal links, or Android app links, perform deep linking, they are directed into the app without going through AppsFlyer first.
When the app launches and the SDK reports a new re-engagement, AppsFlyer reproduces the click data using the same timestamp of the launch. This makes engagement and launch time identical.