Posted Jul 8, 2025
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.
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