AppsFlyer's Configurable Lookback Window

  • Advertisers

Introduction

AppsFlyer's configurable attribution lookback window allows you to customize the attribution period based on your agreement with media sources.

By configuring different attribution lookback windows for different media sources, AppsFlyer ensures that attribution is carried out according to the agreed-upon terms.

Types of Lookback Windows

Click Lookback Window
Maximum period of time after an ad is clicked within which an install can be attributed to the ad
View-Through Lookback Window
Maximum period of time after an ad is viewed within which an install can be attributed to the ad

The table below shows the default as well as configurable lookback windows for each attribution method:

Attribution Type

 

Attribution Method

 

Clicks Lookback Window

Range


(default)

Click-Through

(All Media Sources)

 

Referrer, ID Matching

1 – 30 Days OR
1 - 23 Hours

7 Days

Fingerprinting

Fixed*

1 Day

View-Through

(Selected Media Sources)

ID Matching

1 Hour - 7 Days

1 Day

Fingerprinting Lookback Window

In order to ensure fingerprint uniqueness and maintain a high level of accuracy, the lookback window for fingerprinting is much shorter than the referrer and ID matching lookback windows.

The click fingerprinting attribution lookback window is limited to a maximum of 24 hours on iOS. Android apps on Google Play have up to one hour, and out-of-store android apps have up to 24 hours.

To learn more, read about AppsFlyer's fingerprinting method.

Lookback Window Setup

Below we list the lookback window setup process for SRNs and Tracking Links

SRNs Lookback Window Tracking Links Lookback Window

Attribution Lookback Window for SRNs

 Important!

Each SRN has its own default lookback. We recommend matching the lookback window value in AppsFlyer with the SRN's value to minimize discrepancies. Changing it might result in discrepancies. To learn more, see an SRN discrepancy example.

  1. From your AppsFlyer dashboard go to Integrated Partners
  2. Search and select the SRN - see the list of supported SRNs
  3. By default, View-Through attribution is enabled
  4. In the Integration tab, scroll down to the Click-Through Attribution and View-Through Attribution configuration

    srn-click-view-through-config.png

  5. Use the sliders to set the attribution window

See below each SRN lookback window:

SRN Default Click-Through Lookback Window Default View-Through Lookback Window
Google 30 1
Facebook 28 1
Snapchat 28 1
Twitter 14 1
Apple Search Ads 30 N/A
Oath (YahooGemini) 7 1

Distribution of First App Launches

Below is a graph that shows the distribution of first app launches from the day of engagement.

The graph can give you a better sense of the number of users who install the app as a function of the lookback window.

The majority of users, a little over 97%, who launch the app do so within 7 days of engaging with the ad. The remaining 2% do so in the span between day 7 and the end of the lookback window (day 30).

In fact, almost 62% of users who launch the app, do so within 15 minutes of engaging the app. Within one hour, 72% of users do so within the first hour.

Scenarios and Examples

Below is a list of possible scenarios and examples of lookback window usage.

SRN Discrepancy - SRN Lookback Larger than AppsFlyer

You set a campaign on Twitter and configure the click-through lookback window to 7 days. Twitter, on the other hand, has a default lookback window of 14 days.

srn-discrepancy-srn-lookback-larger-than-appsflyer.png

SRN Lookback Smaller than AppsFlyer

You set a campaign on Twitter and configure the click-through lookback window to 28 days. Twitter, on the other hand, has a default lookback window of 14 days.

srn-lookback-smaller-than-appsflyer.png

Tracking Link Without a Lookback Window Parameter

It is possible to have a tracking link that doesn't have a lookback window parameter. In such cases, AppsFlyer defaults to a 7-day lookback window.

We recommend to always set a lookback window on tracking links.

Lookback in Hours for Flash Campaigns

Flash campaigns are campaigns whose intention is to prompt users to install the app as quickly as possible and within a short promotion window.

An eCommerce app called SuperShopping runs a flash campaign. In this campaign, a user who installs the app within an hour gets special offers.

Johnny, SuperShopping's lead marketer, creates a tracking link and sets the lookback window to 1 hour. This way Johnny knows how many users respond to the campaign.

In addition, the app's developer can identify the users that come from this flash campaign and deliver the promotions that the campaign advertises.

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