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.

An infographic showing how attribution windows determine whether an engagement qualifying for attribution of an app install.
  1. 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.
  2. If Adjust recognizes an app install from this user within 7 days after clicking the ad, this engagement qualifies for the attribution.
  3. 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.
  4. 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 methodAttribution windowDefault
Click-based attribution
Device matching (Always on)1 - 30 days7 days
Probabilistic modeling1 - 24 hours6 hours
Impression-based attribution
Device matching1 - 24 hours24 hours
Probabilistic modeling1 - 24 hours6 hours

Reattribution

Reattribution methodWindowDefault
Click-based reattribution
Inactivity window0 - 365 days7 days
Reattribution window1 - 30 days7 days
Impression-based reattribution 
Inactivity window0 - 365 days7 days
Reattribution window1 - 24 hours24 hours

Temporary attribution

Attribution methodAttribution windowDefault
Click-based
Temporary attribution1 - 90 days7 days
Temporary reattribution1 - 90 days7 days
Impression-based
Temporary attribution1 - 90 days7 days
Temporary reattribution1 - 90 days7 days

FAQs

How does Adjust decide default windows?

For installs attributed to a new user (meaning we do not recognise their advertising ID in the Adjust backend) using a device identifier, Adjust uses a default 7-day engagement-to-install attribution window. This is considered the industry standard default window, based on customer use throughout various marketing campaigns.

For impression-based attribution, a default window of 24 hours is used. This is because ad impressions demonstrate less direct engagement than a click. As a result, the period of time in which we consider that ad to influence the conversion decision is shorter.

What attribution window is right for me?

You may set your attribution windows at different lengths depending on the kind of campaign you run. For example, an advertiser running a campaign driven by short-term ad formats such as banners might want a shorter window. This is because the ad may be displayed to thousands of users, but will not have a long-term impact on their behavior.

Meanwhile, if an advertiser runs a campaign prompting interaction – such as using playable ads – they may want to choose a longer attribution window since this format requires more demonstrated interest from users.