Recently, Adjust made a helpful update to their Apple Ads reattribution logic for improved tracking with Apple Ads campaigns. We don't lag behind, and now, SplitMetrics Acquire also allows measurement of campaign performance, including tracking Adjust reattributions.
Once Adjust captures Tap-Through redownloads, they can reattribute based on the reattribution logic set in Adjust, which potentially leads to a rise of your reattributions.
❗When analyzing the difference in attribution between Adjust and Apple Ads, Adjust recommends comparing the amount of Install + Reattributions.
✅ With Reattributions in SplitMetrics Acquire, preliminarily, we expect an increase in the Install Rate (Tap-Through) for:
Retargeting campaigns
Brand Campaigns
Campaigns with Redownload Share (Tap-Through) > New Download Share (Tap-Through)
For these campaigns, the difference in attribution by the tracker could reach 60% due to the deduplication of repeated installations by the same user.
Interpreting Reattributions in SplitMetrics Acquire
SplitMetrics Acquire displays Reattributions in 2 ways:
1. As a sum with Installs in the Installs column: Installs = Installs + Reattributions.
This allows you to consider all the Installs from Adjust when analyzing the difference in attribution between the tracker and Apple Ads. So, if Adjust by its attribution logic counts any Installs as Reattributions, then they will also be used to calculate Install Rate (Tap-Through) in SplitMetrics Acquire:
Install Rate (Tap-Through) = (Installs / Downloads (Tap-Through)) * 100%, where Installs = New Installs + Reattributed Reinstalls.
2. As a new separate metric and column Reattributed Reinstalls.
Reattributed Reinstall shows the total number of retargeted installs that fall into the reattribution window according to the MMP settings and corresponds to the Reattributions column in Adjust.
So, you can have the same transparency in the analysis of advertising campaigns as in the tracker. The Reattributed Reinstalls column will display the number of reattributions exactly how Adjust counts them. You'll also get more advanced opportunities to analyze retargeting campaigns to drive more users to your app.
⚙️ To add the column to your preset:
Go to Column settings > Edit columns > In-App Events.
Select Reattributed Reinstalls.
Click Apply.
Calculating Adjust Installs
To calculate and monitor the Adjust Installs in SplitMetrics Acquire separately, you can create a custom metric:
Adjust Installs = SplitMetrics Installs — Reattributed Reinstalls
Then, you can add the three metrics to your dashboard, charts, or automated rules.
By comparing the data from Apple Ads with the data from the tracker, you can see the difference in attribution and, using this data, reach out to the tracker's technical support for assistance in the attribution analysis.
Staying aware of the difference in definitions and attribution logic
SplitMetrics Acquire:
Tap-Through downloads (Conversions for Apple Ads) — a total number of downloads or re-downloads resulting from a sponsored ad within the reporting period. Apple Ads conversions are attributed within a 30-day tap-through window.
Installs (app installs from MMP) — a total number of new installs (first app openings according to MMP) plus the total number of reattributions that fall into the reattribution settings according to MMP.
Install Rate (Tap-Through) — the total number of installs (new installs + reattributions) from the mobile tracker divided by the total number of Tap-Through downloads within a period. Install Rate (Tap-Through) = (Installs / Downloads (Tap-Through)) * 100%
Adjust:
Install: Adjust counts the moment when an unknown device first opens the app. An install is counted once per device.
Reattribution: A device that previously installed the app, re-engages in the app through a new source (that is, deep-link or Apple Ads campaign), and if this user matches the inactivity period defined in the Adjust dashboard, Adjust will count as one reattribution for the new source.
💡 Note: Apple Ads records Downloads (Tap-Through) and Redownloads (Tap-Through). Meanwhile, Adjust has two separate KPIs for Installs and Reattributions. However, the definition of Reattributions is fundamentally different from Redownloads (Tap-Through).
Setting up saving reattributions in SplitMetrics Acquire
If you have reattributions enabled in the Attribution settings in Adjust, they will be automatically sent to SplitMetrics Acquire after saving the integration settings.
To confirm whether reattributions are enabled in Adjust, follow these steps:
1. Go to AppView > All apps and select your app.
2. Navigate to Attribution settings.
3. Scroll down to the Existing users: reattribution section.
4. Confirm that the Reattribution toggle is set to ON by clicking Edit.
❗Important. When SplitMetrics Acquire receives an event with a reattribution type, the system will automatically save and display it in the Installs column. Please don't create a custom conversion for Reattribution.
Adjust important technical details
🔹 Adjust tracks Apple Ads Redownloads (Tap-Through) as Reattributions only when the Reattribution window and Inactivity period are met.
Inactivity period is customizable and defines the timeframe during which the user needs to be inactive in the app to allow reattribution:
Minimum: 0 day
Maximum: 365 days
Default: 7 days
For example, if you set a 7-day inactivity period, users who don't open your app for a full week will be reattributed. 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.
Reattribution window is the time between the click and the session that would lead to a reattribution:
Minimum: 1 day
Maximum: 30 days
Default: 7 days
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.
So if you set up less range Adjust will attribute less.
🔹 This update requires Adjust SDK version iOS 4.29.5 or higher.
🔹 Discrepancies between Apple Ads' Redownloads (Tap-Through) and Adjust Reattributions are still expected because these two metrics are fundamentally different.
Find a general overview and frequently asked questions about reattribution in Adjust here.