AppsFlyer’s re-targeting attribution mechanism allows advertisers to measure and analyze their re-targeting and re-engagement campaigns in addition to their attribution campaigns.
AppsFlyer’s re-targeting mechanism works according to the following two methods:
1. Device ID Matching
The network sends the device ID to AppsFlyer on the Click URL which allows AppsFlyer to match this with the device ID when the app is opened.
(Available IDs are IDFA / (Hashed Sha1) IDFA, GAID and (Hashed Sha1) GAID
2. Re-Targeting Via Deeplink
The app is opened by the deeplink and AppsFlyer can thereby attribute the install.
For this to work, the correct version of AppsFlyer’s SDK must be implemented, as detailed below. Further, for Android apps, the code must be placed on all pages, whereas for iOS apps it is sufficient to place the code on the first page only.
Initial Requirements (for app owners)
To run re-targeting campaigns the app must meet these minimum requirements:
Supported SDK version: 18.104.22.168 and higher.
If the deeplink is opening an activity other than the main activity, please refer to the AppsFlyer SDK Integration - Android article and the section on Reporting Deeplinks for Re-targeting Attribution. (The article is based on the latest version of the SDK).
Supported SDK version: 22.214.171.124 and higher.
In addition to the standard integration, the app owner must add an extra code to the app delegate, see the AppsFlyer SDK Integration - iOS article and the section on Reporting Deeplinks for Re-targeting Attribution. (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.
Enabling Re-Targeting Attribution on the Dashboard (for app owners)
For an app owner to enable re-targeting attribution, follow these steps:
1. Go to app settings and enable Re-Targeting Campaign Measurement.
2. Go to Settings >> Integrated Partners and select the partner you want to run re-targeting with and configure. Some partners may require the app owner to mark a specific checkbox for re-targeting campaigns.
3. Once the app owner has selected the re-targeting campaign (or any other campaign setting related to re-targeting), the tracking link is updated with the relevant parameter is_retargeting=true.
3. Click Save & Close to save your re-targeting configuration.
NOTE: For details of the re-targeting and deeplinking click parameters for both Android and iOS, see here.
A retargeting campaign has two possible conversion types:
- Re-engagement- when an existing user that has the app installed engages with the retargeting campaign
- Re-attribution- having the targeted user engaging with the re-targeting campaign and causing them to re-install the app
Lifetime Value (LTV) Analysis for Retargeting Campaigns
AppsFlyer performs post-conversion analysis for both acquisition and re-targeting campaigns.
- For acquisition campaigns, AppsFlyer calculates the LTV based on all events reported after the install attribution occurs
- For re-engagements on re-targeting campaigns, AppsFlyer calculates the LTV based on all events reported after the re-targeting attribution occurs and within the re-engagement attribution window
- For re-attributions on re-targeting campaigns, AppsFlyer calculates the LTV based on all events reported after the re-targeting attribution occurs
Re-Engagement Attribution Window
The re-engagement attribution window is the number of days in which an event can be attributed to a re-targeting campaign. It starts when the re-targeting attribution occurs and finishes at the end of the re-engagement attribution window. The default re-engagement attribution window is 30 days.
Re-Targeting Click-Through Lookback Window:
This is the same as an acquisition campaign. The lookback window is configurable with the tracking link parameter:
When this is not configured, the default is 7 days.
Example (14 days lookback window):
Tracking Link Structure
The tracking link is constructed of several different parameters, as follows:
- is_retargeting=true – mandatory – indicates that the campaigns is a re-targeting campaign.
- idfa/advertising_id = represents the device id – mandatory if running re-targeting campaigns via the device ID matching method. Optional if running re-targeting campaigns via deeplinking.
- af_dp= deeplink place holder.
- af_reengagement_window = indicates the time frame of the attribution for the re-engagement campaign (the number can be updated manually after mutual agreement between the network and the app owner).
Tracking link example:
AppsFlyer only starts taking launches of the app in to account for re-targeting campaigns beginning with launch 3.
For a complete list of partners supporting re-targeting, click here.
For more information please read AppsFlyer’s Retargeting Attribution article.
If you are an ad network and would like to offer advertisers to run re-targeting campaigns with you please reach out to your dedicated partner development manager or contact us at firstname.lastname@example.org.