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Attribution windows
The attribution window defines the time between an ad engagement and the resulting install. An engagement has to happen within the attribution window for it to qualify for attribution.
Adjust lets you customize the attribution windows for different kinds of engagements and different attribution methodologies.
How it works
In Adjust the attribution window is the specific period of time in which an engagement, such as an ad click or impression, can be attributed to an install.
Example: Let's say you set your app to have a click-based attribution window with device matching for 7 days, and an impression-based attribution window of 48 hours.
- A user clicks an ad served by a network and the network shares the click information with Adjust, including (if applicable) the user's device identifier.
- If Adjust recognizes an app install from this user within 7 days after clicking the ad, this engagement qualifies for the attribution.
- If the user views an ad within 48 hours of the app install, this also qualifies for attribution. In this scenario, the click will win the attribution as per the attribution waterfall.
- If the user installs the app outside of the attribution window, for example 9 days after clicking the ad, Adjust will no longer attribute the install to that ad click. Instead, we consider other qualifying engagements, or - if there are none - attribute the install to organic.
Attribution windows
Attribution
| Attribution method | Attribution window | Default |
|---|---|---|
| Click-based attribution | ||
| Device matching (Always on) | 1 - 30 days | 7 days |
| Probabilistic modeling | 1 - 24 hours | 6 hours |
| Impression-based attribution | ||
| Device matching | 1 - 24 hours | 24 hours |
| Probabilistic modeling | 1 - 24 hours | 6 hours |
Reattribution
| Reattribution method | Window | Default |
|---|---|---|
| Click-based reattribution | ||
| Inactivity window | 0 - 365 days | 7 days |
| Reattribution window | 1 - 30 days | 7 days |
| Impression-based reattribution | ||
| Inactivity window | 0 - 365 days | 7 days |
| Reattribution window | 1 - 24 hours | 24 hours |
Temporary attribution
| Attribution method | Attribution window | Default |
|---|---|---|
| Click-based | ||
| Temporary attribution | 1 - 90 days | 7 days |
| Temporary reattribution | 1 - 90 days | 7 days |
| Impression-based | ||
| Temporary attribution | 1 - 90 days | 7 days |
| Temporary reattribution | 1 - 90 days | 7 days |