At a Glance: Lookback windows define how long after an ad click or impression a user's action (like an install) can still be attributed to that engagement. Apptrove supports Click, View-Through, and Re-engagement lookback windows, helping you maintain cleaner attribution and improve campaign performance tracking.
Introduction
Attribution accuracy depends heavily on choosing the right attribution window. Apptrove allows flexible configuration of lookback windows to suit different campaign types, ensuring that conversions are correctly credited, and fraudulent or delayed installs are filtered out.
Use cases include:
Matching attribution windows with partner networks for consistent reporting
Capturing timely installs after view impressions or re-engagement pushes
Controlling attribution for re-engagement campaigns separately from acquisition efforts
Lookback Window Types in Apptrove
Window Type | Description | Maximum Duration |
Click Lookback Window | Timeframe after an ad click during which an install is still attributed. | Configurable (hours or days) |
View-Through Window | Window after an ad view (without a click) for which an install can be attributed. | Configurable (hours or days) |
Re-engagement Window | Duration during which in-app activity by returning users is tied to a re-engagement campaign. | Configurable (hours or days) |
How to Configure Lookback Windows in Apptrove
Access Partner Integration
In Apptrove’s dashboard, navigate to Partner Integration, then select the desired partner.
Click on manage to access the Attribution windows settings.
Locate Attribution Windows
Once enabled, you’ll find the settings for Click, View-Through, and Re-engagement windows under the partner’s attribution configuration panel.
Configure Each Window
For Click to Install, set the maximum time after an ad is clicked, within which an install can be attributed to the partner
For View to Install, set the maximum time after an ad is viewed, within which an install can be attributed to the partner
Toggle Re-engagement Tracking, set the window after the re-engagement conversion, during which in-app events are primarily attributed to the re-engagement. Choose a URI scheme for the deep link that should launch the app upon re-engagement.
Save Settings
Confirm your values to apply them to attribution and postbacks. Once saved, Apptrove will use these values to determine whether late-stage installs or events count as campaign conversions.
Why Lookback Windows Matter
Campaign Consistency
Make sure Apptrove’s attribution logic matches your media source or SRN defaults (e.g., Meta uses a 7-day click window). This helps reduce discrepancies between platforms.
Accurate Re-engagement Tracking
Properly set re-engagement intervals help you assess campaign effectiveness in reactivating users, especially when tracking deep link actions.
Cleaner Data
Shorter view-through windows help avoid crediting irrelevant or stale engagements, leading to more reliable ROI measurement.
Broaden Your Knowledge
We are delighted to have assembled a world-class team of experienced professionals who are ready to take care of your queries and answer any questions you may have.
Feel free to reach out to us at any time by emailing us at support@apptrove.com or by using the in-platform chat feature. We'd love to hear from you!
