Retargeting attribution guide

• 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

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

Example flow implementing the rules

The following settings are required depending on the scenario.

App setting

Perform this procedure, once per app, to measure re-engagement conversions, Facebook re-attribution, or both. 

To turn on retargeting:

1. In AppsFlyer, go to Configuration > App Settings.
2. Turn on Enable retargeting attribution.
3. Click Save settings.

Partner setting

To set up a non-SRN retargeting partner:

1. In AppsFlyer, Go to Configuration > Integrated Partners. 
2. Select the ad network.
3. Turn on Enable retargeting settings. For non-SRNs, this modifies the attribution link to a retargeting URL, by appending is_retargeting=true to the link. 
   
4. 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).
5. 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. 

The Retargeting dashboard contains TLV metrics of users who engage with a retargeting campaign open the app (re-engagement) or reinstall the app AKA re-attribute. 

• The data filters at the top of the Retargeting dashboard are identical to those in the Overview dashboard. If you go back and forth between the pages, the filters persist.
• Use the filters to select the data that displays. Filters available include media source, geo, and so on. 
• Advanced search contains additional filters: Campaign names, channels, and agencies.
• Group By to group the data by any of these dimensions.

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

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, the number of impressions, clicks, conversions, conversion rate (Conversions / Clicks), revenue, and ARPU display. 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.

• 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 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, 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.

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. 

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). 

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