What are reattribution windows?
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.
Where they do apply
Reattribution windows only apply to install-touch attribution — the act of reassigning credit to an ad for driving a new install after a previous uninstall. Marketers designed them for a world where install volume was the primary goal, not long-term user growth.
Where they do not apply
Reattribution windows do not apply to last-touch attribution, nor do they apply to non-install conversion events like purchases, subscriptions, or sign-ups. In Branch’s model — where we continuously measure user activity across the full lifecycle — there is no arbitrary cutoff where users “reset” or need to be treated as new.
The problem with reattribution windows in modern growth strategies
Modern marketers optimize beyond installs. Tying attribution logic to reinstall events within a predefined time window fragments insight, obscures user intent, and undervalues post-install influence. These windows often ignore critical activity across channels and devices, cutting marketers off from the full user journey.
Branch customers look for more value out of their broader marketing efforts.
Branch’s stance
Branch operates under the principle of lifecycle-based attribution, not windowed event recapture. We measure influence from the first touch to the final conversion — across installs, reengagements, and revenue-driving events — without artificially resetting or gating attribution behind arbitrary reattribution windows.
- Last-touch attribution remains valid across a user’s life, not just during an install window.
- Every conversion — install or not — has a real path and real marketing influence behind it.
- You don’t need a reattribution window when your attribution is already continuous and durable.
Who this matters for
If you only care about app installs, reattribution windows might give you comfort — but not insight. If you’re focused on full-funnel growth, retention, and monetization, you need attribution that reflects the entire user journey, not one that resets arbitrarily.
Summary
Reattribution windows are a relic of install-only marketing. They don’t apply to last-touch attribution and are incompatible with today’s sustainable growth strategies focused on engagement and value. Branch’s attribution model provides durable identity, cross-channel context, and continuous measurement — without the need for outdated windows.
Connect with us if you have any questions. We’re always here to help!
