The Adjust Mobile Measurement Glossary



What is Reattribution?

Reattribution is the attribution of a re-install or opening event to a user who hasn’t used an app in a while, but who’s returned due to a retargeting campaign.

Often, users leave an app for good, either by uninstalling or by not returning. These users often make good targets for re-engagement campaigns, and reattribution is the term to describe those who install or re-open once more. Reattribution allows app marketers to see what campaign or creative caused a user to return.

Why is Reattribution Important?

Reattribution is important for marketers because it evaluates the performance of their retargeting campaigns. When users are not as active as they should be (based on the ‘ideal’ user journey of the app), marketers run retargeting campaigns. Reattribution enables flagging of the users who return to the app (before becoming active again) thanks to these retargeting campaigns.

Essentially, reattribution has the same role as attribution (tracking/performance monitoring) but only for users who have been re-engaged.

Reattribution and Adjust

Universal Reattribution gives our users clarity on the users returning to their app and where they came from. The tool ensures that any re-engagement will be tracked, recorded and analyzed regardless of the context in which it happens. With it, you’ll find the most compelling messages for inactive users and know with great accuracy whether they’re coming back.