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 Configuration > Integrated 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.
Tip
Did you know that app retargeting drives a 63% revenue uplift, 50% higher than UA alone? Read our research.
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:
- Go to Configuration > App Settings.
- Enable Retargeting Campaign Measurement.
Retargeting setup
To set up a retargeting partner:
- Go to Configuration > Integrated Partners.
- Select the retargeting ad network partner.
- Set up the partner configuration.
- Enable Retargeting Settings.
For non-SRNs, this converts the attribution link from a user acquisition type URL to a retargeting URL, by adding theis_retargeting=true
parameter.
- Select Use a standard attribution link for single-platform (app specific) link, or Use OneLink.
- Enter a Deep Link URL, if needed (see Deep Link guide).
- 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
The setting required for re-engagement conversion differs to that of re-attribution recording. The setting/configuration requirements are detailed in the table that follows.
Note! Apart from Facebook, re-attributions are recorded without the need for settings changes.
Conversion type | SRN | Non-SRN |
---|---|---|
Re-engagement |
|
|
Re-attribution |
|
|
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.
Example
To set a 14-day click-through lookback window, add the following to the retargeting campaign's attribution link: &af_click_lookback=14d
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.
Example
To set a 5-hour view-through lookback window, add the following to the retargeting campaign's attribution link: &af_viewthrough_lookback=5h
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.
Note
By default, if another network brings a new re-engagement during the re-engagement window, a new re-engagement is recorded, and all subsequent in-app events are attributed to the new network.
- To stop this from occurring use the Minimum time between re-engagement conversions setting.
- This setting has no impact if the re-engagement window is of shorter duration than the setting itself.
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
Column |
Description |
---|---|
Attributed Touch Type |
Engagement type:
|
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 Time |
Retargeting engagement time |
Install Time |
The first app launch after the re-engagement or re-attribution. |
Event Time |
In retargeting it is the same as the install time |
AppsFlyer ID |
|
Is Retargeting |
TRUE for retargeting conversions and events (more) |
Is Primary Attribution |
TRUE for retargeting conversions and events (more). |
Retargeting Conversion Type |
|
Attribution Lookback |
Retargeting click-through lookback window (more) |
Original URL |
Contains one of the following:
|
Contributor fields |
Unavailable for re-engagements |
Initial requirements
To run retargeting 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 additional code to the app delegate, see the AppsFlyer SDK Integration - iOS article for the section on attribution link. (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 deep link is opening an Activity other than the main activity, please refer to the AppsFlyer SDK Integration - Android article for the section on attribution links. (The article is based on the latest version of the SDK).
Limitations
- Campaign cost data for retargeting is visible in Cohort reports under the unified view.
Retargeting LTV examples
The re-engagement attribution window is 30 days.
- User installs the app from campaign A.
- 14 days later makes a purchase worth $10.
- User clicks on retargeting campaign B.
- 3 days later makes a purchase worth $5.
- 32 days later makes a purchase worth $3.
Campaign | Event 1 Attribution | Event 2 Attribution | Event 3 Attribution | LTV |
---|---|---|---|---|
A |
True |
True |
True |
$18 |
B |
False |
True |
False |
$5 |
The re-engagement attribution window is 30 days.
- User installs the app from campaign A.
- 14 days later makes a purchase worth $10.
- User clicks on retargeting campaign B.
- 3 days later makes a purchase worth $5.
- 10 days later makes a purchase worth $3.
Campaign | Event 1 Attribution | Event 2 Attribution | Event 3 Attribution | LTV |
---|---|---|---|---|
A |
True |
True |
True |
$18 |
B |
False |
True |
True |
$8 |
The re-engagement attribution window is 40 days.
- User installs the app from campaign A.
- User clicks on retargeting campaign B.
- 3 days later makes a purchase worth $5.
- 10 days later makes a purchase worth $3.
- 60 days later makes a purchase worth $10.
Campaign | Event 1 Attribution | Event 2 Attribution | Event 3 Attribution | LTV |
---|---|---|---|---|
A |
True |
True |
True |
$18 |
B |
True |
True |
False |
$8 |
The re-engagement attribution window is 7 days.
- User installs the app from campaign A.
- User clicks on retargeting campaign B.
- 10 days later makes a purchase worth $5.
- 15 days later makes a purchase worth $3.
- 60 days later makes a purchase worth $10.
Campaign | Event 1 Attribution | Event 2 Attribution | Event 3 Attribution | LTV |
---|---|---|---|---|
A |
True |
True |
True |
$18 |
B |
False |
False |
False |
$0 |
- User installs the app from campaign A.
- User clicks on retargeting campaign B with a re-engagement attribution window of 30 days.
- 10 days later makes a purchase worth $5.
- 5 days later clicks on retargeting campaign C with re-engagement attribution window is 7 days.
- 1 day after makes a purchase worth $10
- 10 days later makes 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
FAQs
Which clicks are considered as retargeting clicks?
Retargeting clicks include all retargeted users engaging with AppsFlyer attribution links. Therefore, clicks from SRNs or from push notifications are not included in the count.
Note: Some of these clicks may result in new installs, which show up in the overview page and the user acquisition data. 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 the engagement and launch time identical.