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for Marketers

Choose attribution settings for your link

Choose custom attribution settings for new and existing users. These attribution settings are available for clicks and impressions.

You can change attribution settings at the network, campaign, and adgroup levels for your link. These settings are optional. If you skip this step, attribution settings that you chose during app setup will apply.

To avoid data discrepancies in Adjust, we recommend setting the same attribution windows across all your app platforms and ad networks for your app.

Tip:

If you don't customize your link's attribution settings, we'll use your parent link's settings or (if those aren't customized either) your app-level settings.

Choose attribution settings

In the Attribution settings screen, depending on what settings you want to configure, follow the steps in the relevant section.

If you want to reset your custom attribution settings to the app-level settings, select Revert to app-level settings in the relevant section.

Single-device links

New user: attribution

Set up attribution for clicks or impressions for new users.

Attribution method	Attribution window
Clicks
Device matching (Always on)	1 - 30 days
Probabilistic modeling	1 - 24 hours
Impressions
Device matching	1 - 30 days
Probabilistic modeling	1 - 24 hours

Set up temporary attribution for clicks or impressions for new users.

You need to have either device matching or probabilistic modeling set to ON to enable temporary attribution.

Attribution method	Attribution window
Temporary attribution	1 - 24 hours 1 - 90 days

Existing user: reattribution

Set up reattribution for clicks or impressions for existing users.

Adjust can reattribute inactive users who return to your app through a retargeting campaign. You can turn on click-based reattribution or impression-based reattribution at any time.

When you turn on reattribution, you need to choose an inactivity period (how long the user must be away from your app) and a reattribution window (how long a click or impression is eligible for reattribution).

Reattribution method	Reattribution criteria
Clicks
Device matching	Inactivity period: 0 - 365 days Reattribution window: 1 - 30 days
Probabilistic modeling	Inactivity period: 0 - 365 days Reattribution window: 1 - 24 hours
Impressions
Device matching	Inactivity period: 0 - 365 days Reattribution window: 1 - 24 hours \| 1 - 7 days
Probabilistic modeling	Inactivity period: 0 - 365 days Reattribution window: 1 - 24 hours

Set up temporary reattribution for clicks or impressions for existing users.

Additionally, choose the Fallback reattribution source for events that occur outside of the reattribution window. This fallback source applies to both clicks and impressions.

Last eligible source - The last attribution source that meets all specified reattribution criteria
Organic

Warning:

Changes to fallback options don't apply to existing data. As a result, you can choose only one fallback option for all temporary reattribution settings. We recommend that you keep it permanent to avoid data discrepancies.

Reattribution method	Window
Temporary reattribution	Inactivity window: 0 - 365 days
Temporary reattribution	Reattribution window: 1 - 24 hours, 1 - 90 days

Cross-device links

New user: attribution

Choose how you want to attribute engagements from cross-device users for this link.

Attribution method	Attribution window
Impressions
Probabilistic modeling	1 - 24 hours

Existing user: reattribution

Choose how you want to reattribute engagements from cross-device users for this link.

Reattribution method	Reattribution criteria
Impressions
Probabilistic modeling	Inactivity period: 0 - 365 days Reattribution window: 1 - 24 hours

➡️ Next: Review setup and create your link