Reattribution tracking

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

Reattribution basics

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 tracker that’s eligible as a source of reattribution. The tracker must also use a different tracking 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.

Tip: Use the attribution source filter in your Statistics (available with an Enterprise or higher pricing plan) to view in-app activity under the original attribution source instead of the reattribution source.

We use the following activities for reattribution:

  • Clicks and impressions (with valid advertising IDs)
  • Deeplink clicks
  • App sessions claimed by a self-attributing network

Note: Paid users never get reattributed as organic traffic. Because reattribution requires marketing engagement, we only reattribute them to other tracked 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 periods with a Business Pro (or higher) pricing plan.

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 with a Business Pro (or higher) pricing plan. 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

Track reattributions

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

Reattribution through clicks

Track reattributions through clicks

Every click with a valid advertising ID qualifies for reattribution. Whenever Adjust tracks 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 tracker URL with advertising ID:<idfa>

Stop tracking reattributions through clicks

To turn off click-based reattribution at the app level, follow these steps. If you have an Enterprise (or higher) pricing plan, you can also manage reattribution settings at the tracker level. Another option is to append rt=0 to the query string of your Adjust tracker URL. Clicks recorded with rt=0 are only used for install attribution, not reattribution.

Example tracker URL with rt=0:

Reattribution through impressions

Track reattributions through impressions

Impressions with valid advertising IDs qualify for reattribution (if you track impressions in Adjust). Whenever Adjust tracks 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 click within your reattribution window.

Example tracker URL with advertising ID (qualifies for reattribution):<idfa>

Stop tracking reattributions through impressions

To turn off impression-based reattribution at the app level, follow these steps. If you have an Enterprise (or higher) pricing plan, you can also manage reattribution settings at the tracker level.

Reattribution through deeplink clicks

Use our Deeplink Generator to reliably create a direct deeplink that qualifies for reattribution in Adjust. 

To create your direct deeplink manually, follow these steps. 

  1. Find your app and select your app options caret (^)
  2. Select Tracker URLs > NEW TRACKER
  3. Enter your tracker name
  4. Select QUICK CREATE
  5. You'll see your new tracker at the top of your tracker list. Select Copy (clipboard icon) to copy its Adjust tracker token (e.g., abc123).
  6. Use a text editor to append adjust_tracker=your_token to your deeplink's query string. If you separate your app by OS version in Adjust, you can append additional tracker tokens (separated by _) to create a cross-platform deeplink.
    • Deeplink with one tracker token: myapp://invite?adjust_tracker=abc123
    • Deeplink with two tracker tokens: myapp://invite?adjust_tracker=abc123_xyz456
  7. Append any Adjust campaign parameters

Well done! Now you can submit this URL to your network to track your campaign.

Reattributions through self-attributing networks

Track reattributions through self-attributing networks

Adjust automatically tracks 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.

Stop tracking reattributions through self-attributing networks

If you don't want Adjust to reattribute users to a self-attributing network, follow these steps.

  1. Find your app and select your app options caret (^)
  2. Select Partner Setup
  3. Select a self-attributing network
  4. Turn off Reattribution tracking

All done! This stops reattribution tracking for any self-attributing network.

Reattribution FAQs

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

You can set up real-time callbacks and/or CSV uploads to receive raw data for your reattribution events.

Can I send reattribution callbacks to networks?

Yes! Adjust automatically sends reattribution callbacks to some of our module partners.

All other integrated retargeting partners can append their encoded callbacks as tracker 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, please ask them to reach out to

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 deeplinks 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.