Remarketing & Reattribution

Remarketing lets you measure when existing users return to your app through your campaigns. Linkrunner tracks these returning users through reattribution — attributing a returning user back to the campaign that brought them back.

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How Reattribution Works

When a user who has already installed your app returns after a period of inactivity, Linkrunner checks whether that return can be attributed to a marketing campaign. This is called reattribution. For a user to be reattributed, two conditions must be met:

1. The user must have been inactive for at least the configured inactivity window (default: 0 days).
2. The reinstall must occur within the reattribution eligibility window — the maximum time between an uninstall and reinstall for the return to count as a reattribution (default: 90 days).

If both conditions are satisfied, the user’s return is attributed to the campaign associated with the ad interaction, and a reengagement record is created.

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Reattribution Triggers

A reactivation event is the event a user completes to come back to the app. Reactivation events trigger reattribution and signal a user’s return. Linkrunner supports two reactivation events:

• App Install (Reinstall) — The user reinstalls the app after previously uninstalling it. Linkrunner detects reinstalls using device identifiers (GAID on Android, IDFA on iOS).
• Deep Link Open — The user clicks a deep link and is redirected into the app. For reattribution to work, deep linking must be configured in your app and the handleDeepLink function from the Linkrunner SDK must be called when the app opens via a deep link. See the deep linking setup guide for configuration details.

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Push Notification Campaigns

Remarketing campaigns also include push notification campaigns run through engagement platforms like MoEngage and WebEngage. These campaigns are tracked as remarketing campaigns within Linkrunner. The flow is similar to a user opening the app via a Linkrunner link — the marketer creates a campaign on Linkrunner and uses the generated link in a push notification campaign on engagement platforms. When a user opens the app through the push notification link, Linkrunner attributes the return to that campaign.

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Understanding the Windows

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Inactivity Window

The minimum number of days a user must be inactive before they can qualify for reattribution. Linkrunner determines inactivity based on the last app open — the time since the user last opened the app is compared against the configured inactivity window. Example: With a 7-day inactivity window, a user whose last app open was 3 days ago would not qualify for reattribution. A user whose last app open was 10 days ago would qualify.

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Reattribution Window

The maximum time between an uninstall and reinstall for the reinstall to count as a reattribution.

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Configuring Remarketing Settings

You can configure remarketing settings from the Linkrunner dashboard: Dashboard > Settings > Remarketing From this page you can:

• Enable or disable remarketing for your project.
• Set the inactivity window — the minimum inactive days (based on last app open) before a user qualifies for reattribution.