Retargeting inactivity period

At a glance: Increase incremental lift by retargeting inactive users. Set inactivity thresholds per media source.

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Inactivity period

Advertisers regain inactive users by retargeting them. These campaigns usually have a good conversion rate and generate a significant ROAS. However, many retargeting campaigns underperform as they don't filter out active users. To increase the incremental lift of retargeting campaigns implement minimum inactivity time to filter out active users. 

Advertisers by setting a minimum inactivity time, don't attribute active users. For example, if the minimum inactivity limit is three days, then users active in the previous 0-3 days aren't attributed. Users inactive for four or more days are attributed. 

Inactivity rules

  • Attributed
    • Dormant users who haven't used the app for longer than the defined inactivity period. Retargeting re-engagements and reinstalls are attributed. 
    • SRNs attribute according to their attribution models without taking into consideration the inactivity period you set. 
  • Not attributed: Active users who open the app and don't exceed the minimum inactivity period are disregarded and not attributed to the retargeting campaign.

Terminology

Term Definition
Maximum value 30 days
Default value

0 (none)

The Inactivity period feature is not active by default for media sources. 

User activity

Installs or sessions reported by the SDK or via S2S.

Migrated devices

Migration time is the last activity time.

Retargeting inactivity terminology

Scenarios

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

Re-attribution

The user scenario is depicted in the figure that follows. The user:

  • uninstalls the app and is inactive for eight days.
  • engages with a retargeting campaign run by a media source.
  • reinstalls the app.

Re-attribution_scenarios_en-us.png

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

8 days. 

The user was inactive for a period exceeding the inactivity threshold

  • Re-attribution (retargeting reinstall)
  • Attributed to retargeting media source A
B 7 days

5 days

The user was active.

  • Organic reinstall
  • Retargeting media source A is not attributed

Re-engagement

The user scenario is depicted in the figure that follows. The user:

  • installs the app and
  • is inactive for several days.
  • subsequently engages with a retargeting campaign run by a media source and launches the app.

Re-engagement_scenarios_en-us.png

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

8 days

The user was inactive for a period exceeding the inactivity threshold

  • 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 setup

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 Configuration > Integrated partners. 
  2. Select an SRN.
  3. In the Integration tab, scroll down. Enable Ignore active user for retargeting.
  4. Set Inactivity window. (1-30 days.)
  5. Click Save integration.

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 Configuration > Integrated partners. 
  2. Select an ad network.
  3. Go to the Attribution link tab, scroll down and enable Ignore active user for retargeting.
  4. Set Inactivity window. (1-30 days.)
    The Inactivity period parameter af_inactivity_windowis added to the attribution link, for example, "&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 (permission granted by the advertiser)

To access Inactivity period setup:

  1. Go to  Configuration > Integrated partners.
  2. Select an SRN.
  3. In the Integration tab, make settings as shown in the table that follows.
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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