Reattribution

Quite frequently, users stop using an app by uninstalling or never reopening it. To bring them back, there exist a number of re-acquisition campaigns that include push notifications, retargeting, mass mailings and other marketing tools. In this case, attribution turns into reattribution.

MyTracker helps keep record of returning customers and identify the source they come from.

How it works

In general, reattribution may be described as follows:

  1. A user has been inactive for some time. Then MyTracker records the app reinstall or re-engagement.
  2. MyTracker checks how long it's been since the user's last activity (see inactivity window). It will determine re-attribution events.
  3. For all re-attribution events: re-engagements and re-installs, MyTracker finds the source that led to the user's return.

To see the number of devices/users brought back as a result of an ad campaign, you can use the following metrics: Re-attributions, Re-engagements, Re-installs, and the CA and AT metrics, which represent the events within the current attribution.

Mobile reattribution

Mobile reattribution determines which clicks and views delivered re-installs or re-engagements.

The "Re-install" event occurs after the user downloaded again and launched the app on the device. If there was no launch, MyTracker will not log the re-installation.
The "Re-engagement" event is the activity before which a user has not interacted with the app within the "Inactivity window" (by default, 30 days).

For mobile reattribution, integrate MyTracker SDK in your app and use tracking links in campaigns.

Web reattribution

Web reattribution determines which clicks and views encouraged to resume activity within a website. This can be any activity before which a user has not interacted with the app within the "Inactivity window" (by default, 30 days).

For web reattribution, add web counter on your website and use tracking links in campaigns.

For details, refer to the Web tracking section

User reattribution

User reattribution determines which clicks and views brought users back to your project.

The reattributed event is logged when MyTracker tracked the first event with the user ID before which a user has not interacted with the app within the "Inactivity window" (by default, 30 days).

For user reattribution, pass user identifier through MyTracker SDK or web counter and use tracking links in campaigns.

For details, refer to the User tracking section

Inactivity window

Inactivity window is a timeframe in which an inactive user can be reattributed.

The inactivity window begins the user's last activity and continues for 30 days by default. If the user has not interacted with the app during this time, then any subsequent activity will be recorded as a reattribution event.

The reattribution event can be Re-engagement (involves a registration, authorization, launch, website visit, in-app impression, or payment) or Re-install (if the user uninstalled and now installed the app again)

You can change the Inactivity window settings to control the period after which users can be re-engaged. It becomes important in retargeting campaign, when you need to determine which source returned the user.

For more details on configuring inactivity windows, refer to Reattribution settings

Reattribution to organic

Reattribution to organic is caused by a user return that is not related to the ad campaign. For example, if a user found the app through a search system or social networks. In this case, Re-engagement or Re-install will be related to the Organic — system partner for tracking free traffic.

You can turn off the Reattribution to organic option, then organic traffic will be associated with the previous attribution campaigns. So there's no reattribution.

For example, the user installed an application as a result of Campaign 1, was inactive for 30 days and then restarted the app without interacting with ads (organic traffic).

  • If this option is on, then Reactivation will be reattributed to Organic.
  • If this option is off, then Reactivation will be attributed to Campaign 1.