Justin Furstoss, Author at Branch

Why Reattribution Windows Are Misunderstood — and Not a Fit for Last-Touch or Full-Funnel Measurement

Blog

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.

WWDC 2025: The Shiny, The Sharp, and the Subtle Shifts in Attribution and Privacy

Blog

Apple’s WWDC25 delivered the usual fanfare — Liquid Glass, subtle AI enhancements, new OS naming semantics, and all the polish you'd expect. But underneath the surface-level sparkle, two important updates caught our attention in the attribution space: one that was expected and thoughtfully detailed (AdAttributionKit), and another that was buried in privacy language but potentially seismic (Safari fingerprinting protections).

WWDC 2025:
The Shiny, The Sharp, and the Subtle Shifts in Attribution and Privacy

Blog

Apple’s WWDC25 delivered the usual fanfare — Liquid Glass, subtle AI enhancements, new OS naming semantics, and all the polish you'd expect. But underneath the surface-level sparkle, two important updates caught our attention in the attribution space: one that was expected and thoughtfully detailed (AdAttributionKit), and another that was buried in privacy language but potentially seismic (Safari fingerprinting protections).

Google’s Integrated Conversion Measurement Confirms It: The Attribution Game Has Changed

Blog

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.

Justin Furstoss

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Why Reattribution Windows Are Misunderstood — and Not a Fit for Last-Touch or Full-Funnel Measurement

WWDC 2025: The Shiny, The Sharp, and the Subtle Shifts in Attribution and Privacy

WWDC 2025:
The Shiny, The Sharp, and the Subtle Shifts in Attribution and Privacy

Google’s Integrated Conversion Measurement Confirms It: The Attribution Game Has Changed

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