After an app is installed, users often become dormant or even uninstall it from their devices. Dedicated campaigns are initiated to return such users, including push notifications, retargeting and mailouts. In this case, attribution turns into reattribution.

It seems to be common knowledge that retaining a customer is cheaper than attracting one. New research on retention tools and their importance for business is published every year, but the exact mechanisms are often left out. Let us walk you through it.