Reattribution Window
The reattribution window is a period of time after which we should reattribute a user to a new campaign. This window is important because we don't want to attribute users to new campaigns too often.
The reattribution window begins at the time of a new install and lasts between 1 and 24 months, depending on your ad partner configurations:
Usually, reinstalls that occur during the reattribution window don't count toward the Installs metric.
Reinstalls that occur during the reattribution window are almost always non-attributed. This means we either keep the original attribution or change the attribution to organic, depending on the situation.
There is one exception. If the user reinstalls after engaging with a retargeting campaign, we will reattribute the user to the new campaign.
The reattribution window doesn't reset. So, when the reattribution window elapses, and the user performs a new install, a new re-attribution window begins.