The Adjust
Mobile Measurement Glossary
Welcome to Adjust's Mobile Marketing Glossary, where you'll find everything you need to know for a successful mobile ad campaign, and beyond. New to Mobile Marketing, or trying to broaden your industry knowledge? We've defined everything from User Acquisition to Deep Linking to help you build your knowledge – get ready to learn and dive in!
Reattribution Window
What is a Reattribution Window?
Following on from the term ‘reattribution’, a reattribution window is the period of time in which an inactive user can be reattributed when they re-open an app.
Why Are Reattribution Windows Important?
Reattribution and, by extension, reattribution windows become important in relation to retargeting. If a user returns to an app from a different campaign to the original install it’s important to ensure that the source is given its due.
Reattribution Windows and Adjust
In our case, an inactive user is only defined as such after seven days of inactivity by default. The reattribution window then opens for another seven days after this, although both are configurable and can be changed depending on your needs.
You can find out much more on reattribution in our docs here and here.
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