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 |
|
||
|
Click-Through (All Media Sources)
|
Referrer, ID Matching |
1 – 30 Days OR |
7 Days |
|
Probabilistic modeling |
1 Day |
||
|
View-Through (Selected Media Sources) |
ID Matching |
1 Hour - 7 Days |
1 Day |
Probabilistic modeling lookback window
In order to make sure Probabilistic modeling uniqueness and maintain a high level of accuracy, the lookback window for Probabilistic modeling is much shorter than the referrer and ID matching lookback windows.
The Probabilistic modeling click 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 the AppsFlyer Probabilistic modeling method.
Lookback window setup
Following, we list the lookback window setup process for SRNs and Attribution Links
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.
- From your AppsFlyer dashboard go to Integrated Partners
- Search and select the SRN - see the list of supported SRNs
- By default, View-Through attribution is enabled
- In the Integration tab, scroll down to the Click-Through Attribution and View-Through Attribution configuration
- 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 |
|---|---|---|
| 30 | 1 | |
| 28 | 1 | |
| Snapchat | 28 | 1 |
| 14 | 1 | |
| Apple Search Ads | 30 | N/A |
| Oath (YahooGemini) | 7 | 1 |
Attribution lookback window with attribution links
- From your AppsFlyer dashboard go to Integrated Partners
- Search and select a partner
- By default, View-Through attribution is enabled
- Click the Attribution Link tab
- Choose if you want to set the time in days or hours
- Use the sliders under Click-Through Attribution (
af_click_lookbackparameter) and View-Through Attribution (af_viewthrough_lookbackparameter) to set the attribution window
The selected time is automatically reflected in the attribution link. - Select the parameters that correspond to the campaign i.e. campaign name, ad set etc.
- Copy and save the link - this is the link that you provide to the ad network
Tip
Click here to learn when you should use hours for attribution windows.
Lookback window in OneLink™
You can set the lookback window in OneLink as well.
- Configure a OneLink
- Create a Custom Attribution Link
- Under Advanced, toggle on Customize Lookback Window and set the lookback window
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 longer 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 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.
Attribution link without a lookback window parameter
It is possible to have an attribution Link that doesn't have a lookback window parameter. In such cases, AppsFlyer defaults to a 7-day lookback window for clicks, and a 1-day lookback window for impressions.
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 an attribution 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.