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.
In general, reattribution may be described as follows:
To see the number of devices/users brought back as a result of an ad campaign, you can use the following metrics:
Reattribution events (Re-installs or Re-engagements) only count if a certain amount of time has passed since the user's last activity (Inactivity window).
Activity involves a registration, authorization, launch, website visit, in-app impression, or payment.
Upon a Re-engagement or a Re-install, MyTracker checks the last activity, and if the amount of time that has passed exceeds the Inactivity window, these events are counted.
This setting helps minimise fraud in re-acquisition campaigns.
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).