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for Marketers

Choose attribution settings for your custom link

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

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.

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.

New user: attribution

Set up attribution for clicks for new users.

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

Set up temporary attribution for clicks 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 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

Set up temporary reattribution for clicks for existing users.

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

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

Paid campaign users

Under Paid campaign users, choose where you want to attribute users who engage with your link after a previous click on one of your ads.

To the previous ad
(Default) To this link

Choosing to attribute your user to the previous ad adds the fallback_click parameter to your link. Adjust considers links with the fallback_click parameter for attribution only if no other links are available. This means that users who would otherwise be organic get attributed to fallback_click links.

Example: With the fallback click, you can accurately distinguish between organic and paid user attributions. Let's say you place a link URL behind a Download button on your website. Under last click attribution, any user who clicks this button gets attributed to your website—even if they came to your website after clicking an ad. With a fallback click on your link, only organic visitors are attributed to your mobile website, and visitors who came to your website through an ad get attributed to that source.

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