Adjust can reattribute dormant users who engage with a new source and then return to your app. Here, you'll find a general overview and frequently asked questions about reattribution in Adjust.

How it works

Reattribution is when an inactive user engages with a retargeting campaign, returns to your app, and gets assigned a new source in Adjust.

We reattribute users who have:

  • Installed the app on their device previously
  • Engaged with an Adjust impression or click link that’s eligible as a source of reattribution. The link must also use a different link token to the one they were attributed for the original install.
  • Triggered an in-app session within the determined reattribution window. The user may or may not have to reinstall the app before being able to generate the session.
  • Been inactive for a specific amount of time (as determined by your inactivity period) before triggering the in-app session

If a user meets all of these conditions, Adjust reattributes and reports any further in-app activity to the latest attribution source. Depending on your settings, a user can often qualify for reattribution in Adjust.

We use the following activities for reattribution:

  • Clicks and impressions (with valid advertising IDs)
  • Deep link clicks
  • App sessions claimed by a self-attributing network
Paid users never get reattributed as organic traffic. Because reattribution requires marketing engagement, we only reattribute them to other sources.

Inactivity period

An inactivity period defines how long users must be inactive before qualifying for reattribution.

For example, if you set a 7-day inactivity period, users who don't open your app for a full week qualify for reattribution. If you set a 0-day inactivity period, Adjust can reattribute users within a single app session. We record a new session when a user opens your app after 30 minutes of inactivity.

Adjust automatically sets a 7-day inactivity period. You can customize your inactivity period.

Inactivity period settings
Minimum: 0 days
Maximum: 365 days
Default: 7 days

Reattribution window

A reattribution window determines how long Adjust considers engagements for reattribution. For example, if you set a 7-day reattribution window, users who engage with an ad and then open your app within a week can be reattributed. 

Adjust automatically sets a 7-day reattribution window for clicks and a 1-hour reattribution window for impressions. You can customize both reattribution windows. The reattribution window for impressions can be set in hours or in days.

EngagementReattribution window settingsValid identification types
ClicksMinimum: 1 day
Maximum: 30 days
Default: 7 days
List of accepted device identifiers
Minimum: 1 hour
Maximum: 24 hours
Default: 24 hours

Minimum: 1 day
Maximum: 7 days
Default: 1 day
List of accepted device identifiers