At a Glance: The Re-Attribution Window is a configurable period during which app re-installs are not counted as new installs, unless triggered by a re-targeting campaign. This helps ensure cleaner attribution and avoids inflated install counts from uninstall/install cycles.
Introduction
Re installs, especially those from users who have seen or interacted with campaigns again, can muddy performance metrics. Apptrove’s Re-Attribution Window addresses this by enabling you to define a timeframe in which reinstalls are either ignored or treated as re-engagements based on campaign interactions. This maintains attribution accuracy and protects your metrics from noise.
Typical use cases include:
Preventing duplicate install counts during short reinstall cycles.
Ensuring only meaningful retargeting events (clicks/views) generate new attribution.
Preserving clean, actionable user acquisition data even when users uninstall and reinstall.
Scenario | Within Re-Attribution Window | After Re-Attribution Window Ends |
Simple Reinstall (No Retargeting) | Not counted as a new install. No postback triggered. | Considered a new install. Attribution and postbacks resume. |
Reinstall via Retargeting Campaign | Treated as a re-attribution. Credit is given to the retargeting source, and new events are attributed accordingly. | Treated as Organic conversion. |
Reinstall after Expiry | Treated as a new install. Attribution resets to organic or acquisition channel. | New events post this reinstall follow as new acquisition. |
When a user returns to the app after engaging with a campaign, their in-app actions for a set period will count toward that campaign’s success. This helps track how effective re-engagement efforts are in driving meaningful interactions. Any activity within the selected duration will be linked to the campaign
How to Configure the Re-Engagement Window
Navigate to the Partner Directory and click manage for the partner account of choice.
Enable Re-Engagement Tracking: Toggle the switch to activate the re-engagement window.
Set the Time Window: Choose whether to measure the re-engagement window in hours or days.
Define the Duration: Adjust the slider to specify the duration within which in-app events will be attributed to the re-engagement.
URI Scheme for App Launch: Enter a URI scheme (e.g.,
myapp://cart) to launch the app directly
Click Save to apply the changes.
How can Partners access the Re-engagement links?
Once the Re-engagement has been enabled by the advertiser, you will be able to find the Re-engagement URL in the attribution details.
Why It Matters
Data Accuracy: Avoids inflating new install numbers from short-term user cycles.
Attribution Clarity: Helps differentiate between new users and returning users who come back via retargeting.
Media Spend Insights: Prevents wasteful retargeting crediting for users who reinstall organically during short intervals.
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!
