Retargeting Attribution

Understand Where to Invest Your Retargeting Budget

Mobile retargeting is one of the most effective ways to improve user engagement and increase purchase activity. Mobile retargeting attribution helps mobile advertisers track and optimize conversions from their app retargeting campaigns.

There are two types of retargeting conversions: re-engagement and re-attribution.  Re-engagement refers to when a user whose app is still installed comes back after viewing or clicking on a re-targeting campaign. Re-attribution is when an install is generated by users who’ve uninstalled an app and came back after viewing or clicking on a re-targeting campaign.  

If a re-install is within a re-attribution window, it cannot be counted as a new install. Re-attribution windows, or lookback windows, begin when a returning user installs an app. This window is implemented to distinguish between new users and returning users who, for whatever reason, uninstalled an app and then re-installed.