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.
The full recording of the Unlocking Adjust potential training can be found here.
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
Here you can find the ranges and defaults for Adjust attribution settings. Learn more about reattribution, temporary attribution and cross-device campaigns with our dedicated guides.
Attribution
For clicks
| Attribution method | Attribution window | Default |
|---|---|---|
| Device matching | 1 - 30 days | 7 days |
| Probabilistic modeling | 1 - 24 hours | 6 hours |
| Temporary attribution | 1 - 90 days | 7 days |
For impressions
| Attribution method | Attribution window | Default |
|---|---|---|
| Device matching | 1 - 24 hours | 24 hours |
| Probabilistic modeling | 1 - 24 hours | 6 hours |
| Temporary attribution | 1 - 90 days | 7 days |
Reattribution
For clicks
| Attribution method | Inactivity period | Reattribution window |
|---|---|---|
| Device matching | 0 - 365 days Default: 7 days | 1 - 30 days Default: 7 days |
| Probabilistic modeling | 0 - 365 days Default: 7 days | 1 - 24 hours Default: 24 hours |
| Temporary attribution | 1 - 90 days Default 7 days |
For impressions
| Attribution method | Inactivity period | Reattribution window |
|---|---|---|
| Device matching | 0 - 365 days Default: 7 days | 1 - 24 hours Default: 24 hours |
| Probabilistic modeling | 0 - 365 days Default: 7 days | 1 - 24 hours Default: 6 hours |
| Temporary attribution | 1 - 90 days |
Cross-device attribution
| Attribution method | Inactivity window | Default |
|---|---|---|
| Probabilistic modeling | 1 - 72 hours | 24 hours |
Cross-device reattribution
| Attribution method | Inactivity period | Reattribution window |
|---|---|---|
| Probabilistic modeling | 0 - 365 days Default: 7 days | 1 - 24 hours Default: 6 hours |