What is a reattribution window?
What is a reattribution window?
A reattribution window is the period during which an engagement remains eligible for reattribution. It begins when a user engages with an ad and determines how long that engagement can be linked to a future app reopen.
If a user reopens the app within the configured timeframe, the engagement may qualify for reattribution. If the reopen happens after the window has expired, the engagement is no longer eligible.
Reattribution windows are commonly used to measure returning users and app re-engagement activity.
How a reattribution window works
A reattribution window starts after a user engages with an ad, such as through a click or impression.
For example, a user may originally install an app after engaging with an ad from one partner. After a period of inactivity, the same user later engages with another ad and reopens the app. If that app reopen occurs within the configured reattribution window, the user can be reattributed to the new engagement source.
The length of the reattribution window determines how long that engagement remains valid for reattribution.
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Reattribution window and inactivity period
Reattribution windows work alongside inactivity periods.
An inactivity period defines how long a user must remain inactive before becoming eligible for reattribution. Once the inactivity threshold has passed, a new engagement can qualify for reattribution if the user reopens the app within the configured reattribution window.
Together, these settings help define when a returning user can be associated with a new engagement.
Reattribution window vs. attribution window
A reattribution window differs from an attribution window.
An attribution window determines how long a new install can be attributed to an engagement. A reattribution window applies to existing users who return to an app after inactivity.
Both settings define attribution eligibility periods, but they apply to different user actions and stages of the user lifecycle.
Reattribution windows and Adjust
In Adjust, a reattribution window determines how long engagements are considered eligible for reattribution. For example, if a seven-day reattribution window is configured, users who engage with an ad and reopen the app within seven days can be reattributed.
By default, Adjust defines a user as inactive after seven days without activity. Both the inactivity period and the reattribution window are configurable. You can learn more about it in our documentation.
Important! Redownloads vs. reattribution
Adjust defines redownloads as sessions that are detected after and app was deleted from a device. If a redownload qualifies as a redownload install, Adjust records a new install activity and runs attribution using the install attribution settings, rather than continuing the existing attribution state.
For reattribution, Adjust updates the (dynamic) attribution source for a returning user based on eligible engagements, determined by the reattribution settings you set.
To learn more about attribution, reattribution, and how Adjust can grow your app business in general, request a demo today.
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