Inactivity period for retargeting

At a glance: Get more incremental lift by retargeting only inactive users. Learn how to set a retargeting inactivity period using different media sources.

Inactivity period

Many advertisers use retargeting campaigns as a way to regain dormant users. These campaigns usually have both high conversion rates and return on ad spend (ROAS). However, many retargeting campaigns underperform as they target an app's user base without filtering out active users.

Feature

The AppsFlyer Inactivity period for retargeting feature enables advertisers to significantly increase the incremental lift of conversions in a retargeting campaign. Advertisers, by setting an inactivity period for a specific retargeting media source, divide their retargeted audience into two groups:

  1. Users who haven't used the app for a time period that is longer than the inactivity period.
    • When retargeted, AppsFlyer attributes re-engagements and reinstalls for these users.
  2. Users who were active in the app during the last designated inactivity period.
    • When retargeted, they are not attributed by AppsFlyer. SRNs may attribute according to their own attribution models. 

Related terms

Related terms Definition
Maximum value 30 days
Default value

0 (none)

Unless configured, the Inactivity period feature is not activated for media sources. 

User activity

Installs or sessions reported by the SDK or via S2S.

Migrated devices

Migration time is defined as the last activity time.

Scenarios

In the following user retargeting scenarios, the inactivity period is defined for the media source (>0).

Re-attribution

This flow chart shows a user who uninstalls the app and is inactive for 8 days. The user then engages with a retargeting campaign on media source A and reinstalls the app.

Re-attribution_scenarios_en-us.png

Scenario Media source A inactivity period User inactivity period Result
A 7 days

8 days

User didn't use the app for a time period that is longer than the set inactivity period

  • Re-attribution (retargeting reinstall)
  • Attributed to retargeting media source A
B 14 days

8 days

User used the app within the set inactivity period.

  • Organic reinstall
  • Retargeting media source A is not attributed

Re-engagement

This flow chart shows a user who installs the app and is then inactive for several days. The user then engages with a retargeting campaign on media source A and launches the app.

Re-engagement_scenarios_en-us.png

Scenario Media source A inactivity period User inactivity period Result
A 7 days

8 days

User didn't use the app for a time period that is longer than the set inactivity period

  • Re-engagement attributed to media source A
B 7 days

4 days

User used the app within the set inactivity period.

  • Regular session
  • Retargeting media source A is not attributed

Partner setups

Check out Inactivity period setup for AppsFlyer integrated partners.

SRN

SRNs that support inactivity periods have this feature setup on their Integration tab.  

To define an inactivity period for Self-reporting Networks (SRN) that support retargeting: 

  1. Go to the navigation menu > Configuration > Integrated partners 
  2. Select an SRN from the integrated partners list
  3. In the Integration tab scroll down and activate Ignore active user for retargeting.
  4. Set the slider of the Inactivity window between 1 to 30 days

Inactivity_window_SRN_en-us.png

Non-SRN (Click ad networks)

To define an inactivity period for non-SRNs that support retargeting:

  1. Go to the navigation menu > Configuration > Integrated partners 
  2. Select the ad network from the integrated partners list
  3. In the Attribution link tab scroll down and activate Ignore active user for retargeting.
  4. Set the slider of the Inactivity window between 1 to 30 days
  5. This adds the Inactivity period parameter af_inactivity_windowto the attribution link, e.g., "&af_inactivity_window=7d". If the feature is disabled, it's not on the attribution link.

Inactivity_window_non-SRN_en-us.png

Agencies

SRN

Agency (granted permission by the advertiser)

To access Inactivity period setup: Go to the navigation menu > Configuration > Integrated partners > select an SRN > Integration tab.

SRN Agency
DoubleClick
  • Enable/disable retargeting
  • Configure an inactivity period
Google
  • Cannot enable/disable retargeting
  • If an agency has permissions, they can configure an inactivity period
Facebook/Twitter/Snap Cannot access retargeting and Inactivity period setup

 

Non-SRN

Partner (supports retargeting)

To define an inactivity period for non-SRNs that support retargeting: Go to the navigation menu > Configuration > Integrated partners > select a non-SRN > Ad network Attribution link tab.

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