Reattribution Window
Introduction
Reattribution windows are a critical component of mobile app marketing. They define the period during which a user’s re-installation is linked to prior engagement—typically a retargeting campaign—instead of being counted as a new install. This distinction helps marketers accurately measure the success of re-engagement efforts and optimize ad spend. Platforms like AppsFlyer and Adjust use reattribution windows to prevent advertisers from paying for redundant installs.
What Is a Reattribution Window?
A Reattribution Window is the timeframe after an initial download during which any reinstall by a former user is credited to a re-engagement campaign rather than classified as a new acquisition. Key related concepts include:
- Attribution windows: Track first-time installs after an ad click or impression (e.g., 7 days post-click).
- Lookback windows: Determine eligibility for matching installs to previous ad interactions (see Airbridge’s guide to lookback windows).
- Reattribution windows: Specifically target returning users to avoid double-counting installs.
For example, if a user clicks a retargeting ad and reinstalls the app within a 30-day reattribution window, that event is logged as re-engagement, not a new install.
The Technical Mechanics of Reattribution
Process Flow
- A user uninstalls the app and later clicks a retargeting ad.
- Upon reinstallation, the attribution platform checks device identifiers (e.g. IDFA, GAID) against past uninstall records.
- If the reinstall occurs within the configured reattribution window, it triggers a reattribution event instead of a new-install postback.
Device Identifiers and Privacy
Device identifiers like IDFA and GAID are crucial for matching reinstalls to prior users. Privacy changes, such as iOS 14.5+, have restricted IDFA access, pushing marketers toward probabilistic matching and aggregated data models.
Reinstall Handling
Attribution platforms suppress new-install postbacks during the reattribution window to maintain accurate metrics. For instance, Adjust automatically flags these as reattribution events to avoid skewing install counts.
Why Reattribution Windows Matter
Reattribution windows help marketers:
- Save Budget: Avoid paying for users already acquired.
- Measure ROI: Clarify the performance of retargeting campaigns.
- Analyze Lifetime Value: Segment users by re-engagement behavior for better retention strategies.
Setting Optimal Reattribution Windows
Consider these factors when choosing your window length:
- App Category
• E-commerce: 7–14 days (short purchase cycles)
• Gaming: 30 days (longer re-engagement potential) - Data Volume: Longer windows capture more re-engagement but risk including organic reinstalls.
- Industry Defaults: Most MMPs offer 7–30 day options (see Prioridata’s glossary on reattribution windows).
Key Metrics
- Reattribution Rate: Percentage of reinstalls credited to campaigns
- Cost per Reattributed User: Total spend divided by re-engaged users
- Incremental Revenue: Additional revenue driven by re-engagement
Challenges and Solutions
- Data Discrepancies: Align window settings across ad networks and your MMP to avoid conflicting numbers.
- Cross-Device Tracking: Use probabilistic matching or device graphs when users switch devices.
- Privacy Constraints: Leverage SKAdNetwork for iOS or aggregated attribution frameworks.
Best Practices for Reattribution Strategy
- A/B Test Window Lengths: Compare 7-, 14-, and 30-day windows to find the optimal balance.
- Segment Reattributed Users: Analyze by demographics or behavior to refine future campaigns.
- Validate with Device Simulation: Use hardware-level device emulation to test reattribution logic and prevent fraud.
Implementation Checklist
- Define your inactivity period before users become eligible for reattribution.
- Configure and test multiple window lengths in your MMP.
- Ensure consistent settings across all ad platforms.
- Monitor key metrics weekly and adjust windows as needed.
The Future of Reattribution in a Privacy-Focused World
As IDFA access wanes, marketers will rely on AI-driven models and contextual targeting to predict re-engagement without persistent identifiers. Aggregated data solutions and privacy sandboxes will shape how reattribution windows are configured and measured.
Conclusion
With GeeLark, businesses can more effectively track, analyze, and optimize user experiences across devices, overcoming traditional hurdles. Whether you’re a marketer, developer, or business owner, leveraging these cloud-based solutions can significantly enhance your cross-device management capabilities. This distinction helps marketers accurately measure the success of re-engagement efforts and optimize ad spend.This contributes to simplifying and enhancing the efficiency of your workflow.
People Also Ask
What does “attribution window” mean?
An attribution window is the period after a media engagement—such as a click or impression—during which any resulting action (for example, an app install) is credited to that engagement. It establishes the allowable time frame for ad partners to claim credit for conversions, ensuring non-immediate user journeys are properly attributed to the correct ad source.
What does reattribution mean?
Reattribution is the process of assigning credit for a conversion or install to a new campaign when a previously acquired user returns—often after uninstalling or becoming inactive—instead of counting it as a brand-new event. It links re-installs or re-engagements back to the specific re-engagement effort that prompted their return, typically within a predefined time window.
What is the difference between attribution window and lookback window?
An attribution window is the time after an ad click or view during which in-app events (like purchases or sign-ups) can be credited to that engagement. A lookback window is the time after an ad click or view during which an app install is credited to that engagement. In Airbridge, “lookback window” refers specifically to installs, while “attribution window” refers to subsequent in-app events.