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.
Tip
Want to know more about retargeting? Check out this short, informative course on the AppsFlyer Learning Portal.
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:
|
|
Click lookback |
The maximum duration from the time a user clicks on an ad until they open an app. Where configured: Attribution link Duration :
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:
Where set: Attribution link
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
Where set: App settings page Duration:
|
|
Don't record a re-engagement or re-attribution during the exclusion window. Where set: Integrated partners settings page in the Integration tab. Duration:
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. |
|
|
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:
P/S column: Primary or Secondary described in double attribution of retargeting events |
|
User journey:
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 |
|
|
| Re-attribution |
|
|
Non-SRN settings
To set up an ad network (non-SRN) retargeting partner:
- From the side menu, select Collaborate > Active integrations.
- Select the ad network.
- Turn on Enable retargeting settings. This modifies the attribution link to a retargeting URL, by appending
is_retargeting=trueto 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:
- From the side menu, select Analyze > 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 |
ExampleTo set a 14-day click-through lookback window, add the following to the retargeting campaign's attribution link: |
No |
| Retargeting view-through lookback timer |
ExampleTo set a 5-hour view-through lookback window, add the following to the retargeting campaign's attribution link: |
No |
| Re-engagement window |
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=60dRetargeting 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 |
|
|
Attributed touch type |
Engagement type:
|
|
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 |
|
|
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.
|
|
Conversion type |
The type of conversion:
(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:
|
|
Attribution lookback |
Retargeting click-through lookback window |
|
Original URL |
Contains one of the following:
|
|
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 include the necessary Probabilistic Modeling parameters.
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:
|
|
When is the attributed touch time identical to the install time?
|