A reattribution window refers to a set period of time set during which a user re-installs an app.
How do reattribution windows work?
Reattribution happens when an install is generated by a user who had previously uninstalled a given app, having come back after viewing or clicking on a re-engagement campaign. But this conversion event cannot be counted as a new install if it happens inside a pre-defined period of time called a re-attribution window.
The window begins when the user downloads the app and can be set to a given advertiser’s needs.
Re-installs within this time period do not generate new install postbacks (a mechanism that gives credit to an ad network when a user clicks or views an ad before downloading).
Instead, the following happens:
- The install isn’t attributed
- No install postback is sent to any media source
- All following in-app events are counted as organic