Double attribution of retargeting events

At a glance: To evaluate performance during the retargeting campaign's re-engagement window, in-app events and sessions are double-attributed to the user acquisition (UA) and retargeting media sources.

ReTargetingInApp_us-en.png

Double attribution of retargeting events

In the AppsFlyer attribution model, events occurring as a result of user engagement with a retargeting campaign are attributed to both the media source motivating the install and the media source motivating the re-engagement.

In the preceding figure, the UA event is attributed to the green_network. One event is generated. In contrast, after the user engages with a retargeting ad served by blue_network two events are generated. The events credit:

  • blue_network as the primary source motivating the re-engagement.
  • green_network as the secondary source that motivated the original install.

To clarify further, the table that follows contains a scenario of how in-app events are attributed before, during, and after a re-engagement window. The notation in the table refers to the raw data fields use to identify double attributed events:

  • is_primary (is_primary_attribution): If true, the media source is the primary media source
  • is_retargeting: If true, the event relates to a retargeting campaign
Media source Before re-engagement During re-engagement After re-engagement
User acquisition

Primary

is_primary: True

is_retargeting: False

Secondary

is_primary: False

is_retargeting: False

Primary

is_primary: True

is_retargeting: False

Retargeting N/A

Primary

is_primary: True

is_retargeting: True

 

N/A
Attribution relative to the re-engagement window

Support for dashboard view types

Some dashboards contain multiple view options being unified, user acquisition, and retargeting. These view types employ similar logic to that employed in raw data.

View type is_retargeting is_primary Attribution
User acquisition False True or false Both UA and retargeting events attributed to the UA media source
Retargeting True True Attributed to the retargeting media source
Unified True or False True Attributed to the primary (last touch) media source
Data filtering by view type

How do I identify double-attributed retargeting events in user acquisition in-app reports?

In UA in-app event reports events recorded as a result of double attribution are identified as follows:

  • The is_primary_attribution field identifies primary and secondary media sources; when false, it means that the attribution is the result of a retargeting campaign and the UA media source is secondary.
  • The is_retargeting field is always false.

The corresponding record in retargeting in-app event reports during the re-engagement window is populated as follows: 

  • The is_primary_attribution field is always true.
  • The is_retargeting field is always true.
  • To clarify, there is no record whatsoever if the event does not happen during a re-engagement window.
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