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Campaign Measurement•Reattribution•Manage reattributions

Manage reattributions

Adjust reattributes users through clicks, impressions, deeplink clicks, and self-attributing networks.

Reattribution through clicks

Every click with a valid advertising ID qualifies for reattribution. Whenever Adjust records a session, we check whether the user can be reattributed based on your app's inactivity period. If they are, and we find an eligible click within your reattribution window, we reattribute the user to that source.

Example link URL with advertising ID:

https://app.adjust.com/abc123?idfa=<idfa>

To turn off click-based reattribution at the app level, follow these steps. You can manage reattribution settings at the link level (ad networks | custom links).

You could also append rt=0 to the query string of your Adjust link URL. Clicks recorded with rt=0 are only used for install attribution, not reattribution.

Example link URL with rt=0:

https://app.adjust.com/abc123?campaign=UA-only&rt=0

Reattribution through impressions

Impressions with valid advertising IDs qualify for reattribution if you measure impressions in Adjust. Whenever Adjust records a session, we check whether the user can be reattributed based on your app's inactivity period. If they are, we can attribute them to an eligible impression within your reattribution window.

Example link URL with advertising ID (qualifies for reattribution):

https://view.adjust.com/abc123?idfa=<idfa>

To turn off impression-based reattribution at the app level, follow these steps. You can manage reattribution settings at the link level (ad networks | custom links).

Reattribution through deep link clicks

To reattribute users from deep link clicks, you need to make an additional call to the Adjust SDK in your app. Use our developer documentation to find out how to implement this (iOS; Android).

Reattributions through self-attributing networks

Adjust automatically measures reattributions via self-attributing networks with no additional setup. We send all app sessions to every self-attributing network you work with. If they can respond with engagement activity, and the user’s device qualifies for reattribution in Adjust, then it gets reattributed to the self-attributing network.

FAQs

How do I send reattribution data to my servers/cloud storage?

You can set up server callbacks and/or cloud storage uploads to receive raw data for your reattribution events.

Can I send reattribution callbacks to networks?

Yes! Adjust automatically sends reattribution callbacks to partners that are integrated with Adjust.

All other retargeting partners can append their encoded callbacks as link URL parameters—either reattribution_callback for reattributions only, or conversion_callback for both reattributions and new installs. If your partners have any questions about their reattribution callbacks, ask them to reach out to wizards@adjust.com.

Can Adjust reattribute users within the same app session?

Yes! This is called instant reattribution. To reattribute users within the same app session, set your inactivity period to 0 days, and integrate Adjust SDK version 4.11.4 (or later). Earlier versions only reattribute after the first app session is finished.

Note:

Only clicks on deep links qualify for instant reattribution.

How can I receive fewer reattributions?

To reduce reattributions in Adjust, increase your inactivity period settings. When you set a 365-day inactivity period, only users who stay inactive for a full year qualify for reattribution.