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Justin Furstoss

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Blog
Why Reattribution Windows Are Misunderstood — and Not a Fit for Last-Touch or Full-Funnel Measurement
A reattribution window is a set period of time after someone installs an app during which a reinstall (or reopen via an ad) can still be counted as a “new” attributed conversion. Mobile measurement partners (MMPs) focused on install-only reporting typically use reattribution windows to give credit to campaigns driving reengagement via app redownloads.
ICM graphic with icons for verification, payment, and growth, featuring Apple and Android logos in the background
Blog
Google’s Integrated Conversion Measurement Confirms It: The Attribution Game Has Changed
In the past year alone, the mobile advertising ecosystem has seen seismic shifts in how we attribute and measure conversions. Google’s recent announcement of Integrated Conversion Measurement (ICM) marks another major milestone—and possibly a turning point.