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

  1. Set up attribution for clicks for new users.
Attribution methodAttribution window
Device matching (Always on)1 - 30 days
probabilistic modeling1 - 24 hours
  1. 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 methodAttribution window
Temporary attribution1 - 24 hours
1 - 90 days

Existing user: reattribution

  1. 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 methodWindow
Inactivity window0 - 365 days
Reattribution window1 - 30 days
  1. 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
Changes you make to your fallback option are not applied to existing data. As a result, you can only choose one fallback option for all temporary reattribution settings, and we recommend you keep it permanently. If you change this, your data will have discrepancies.
Reattribution methodWindow
Temporary reattributionInactivity window: 0 - 365 days
Reattribution window: 1 - 24 hours, 1 - 90 days

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.

➡️ Next: Review setup and create your custom link