Overview
Attribution Windows allow advertisers to control how long in-app events remain attributed to the partner that drove the original install and whether those events can later be attributed to a re-engagement campaign.
These settings can be configured:
Per Partner from Partner Integration
For all partners under an Agency from Agency Integration
This helps advertisers standardize attribution behaviour across partners while supporting different acquisition and retargeting strategies.
Partner Attribution Windows
Navigate to:
Partner Integration > Select Partner > Attribution Windows
Install-to-Event Window
The Install-to-Event Window determines how long in-app events continue to be attributed to the partner that generated the original install.
Supported values include:
Hours
Days
Lifetime
By default, this setting is Lifetime (-1).
Lifetime
When set to Lifetime, every future in-app event generated by the user continues to be attributed to the original acquisition partner.
Limited Window (Hours or Days)
When a specific duration is selected, only events occurring within that period remain attributed to the install.
Once the window expires:
Future in-app events become Organic or events become eligible for re-attribution through a future re-engagement campaign (subject to your re-engagement settings)
Attribution Freeze Window
The Attribution Freeze Window controls whether a re-engagement campaign can override attribution while the Install-to-Event Window is still active.
By default, this option is disabled.
Freeze Disabled
When disabled:
The original install continues receiving event attribution while the Install-to-Event window is active.
If a valid re-engagement occurs, future events can be attributed to the re-engagement campaign according to the configured re-engagement rules.
Freeze Enabled
When enabled:
The original acquisition partner exclusively receives all in-app events throughout the Install-to-Event window.
Any re-engagement occurring during this period is ignored for event attribution.
Once the Install-to-Event window expires, subsequent events become Organic and are again eligible for re-engagement attribution.
Recommended Configuration
For most advertisers, Apptrove recommends:
Install-to-Event Window: 30 Days
Attribution Freeze: Enabled
With this configuration:
The acquisition partner receives all in-app events for the first 30 days.
Re-engagement campaigns cannot override attribution during those 30 days.
After 30 days, future events become Organic and may be attributed to a qualifying re-engagement campaign.
This provides a balance between protecting acquisition campaigns while still allowing long-term retargeting efforts.
Agency Attribution Windows
Navigate to:
Agency Integration > Select Agency > Permissions
Enable:
Set Fixed Attribution Settings
Once enabled, a new Attribution Windows tab becomes available for that agency.
Configure Fixed Attribution Settings
Within the Attribution Windows tab, advertisers can define:
The saved configuration is automatically applied to every partner integrated through that agency. This ensures consistent attribution behaviour across all agency-managed partners.
What Happens After Fixed Attribution Is Enabled?
After enabling Set Fixed Attribution Settings:
All existing and newly integrated partners under the agency inherit the configured attribution windows.
The agency can no longer modify attribution windows individually for its partners.
Only the advertiser can update these settings.
Example Workflow
Suppose an advertiser configures:
Install-to-Event Window: 30 Days
Attribution Freeze: Enabled
The attribution behaviour will be:
Day 0
User installs through Partner A.
Day 10
User opens a retargeting campaign.
Attribution remains with Partner A because Freeze is enabled.
Day 25
In-app purchases continue to be attributed to Partner A.
Day 31
Install-to-Event window expires.
Day 40
User engages with a re-engagement campaign.
Future in-app events are now eligible to be attributed to the re-engagement campaign and can be attributed to Partner B.
Important Notes
Install-to-Event is set to Lifetime by default.
Attribution Freeze is disabled by default.
Attribution settings are captured when an install occurs. Changes made later apply only to new installs and do not affect previously attributed users.
Enabling Set Fixed Attribution Settings locks attribution window management for all partners integrated through the selected agency.
Advertisers can update these settings at any time, but changes only apply to future installs.
Broaden your knowledge:
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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!
