Reactivation Tracking

Extending user engagement opens the possibility of maximizing user lifetime value (LTV). It also implies that dormant users hold untapped opportunities for growth. Reactivation tracking allows you to identify the factors that bring users back to the app after a period of inactivity. You can measure the effectiveness of your advertising campaigns on returning users and optimize your marketing strategies. Note that reactivation tracking requires additional setup.

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Why you need to track reactivation

Reinstalls and deep link opens are some of the events that signal a user’s re-engagement. However, not all re-engagements qualify as reactivation because the latter presupposes a prior period of inactivity. For instance, reinstalling the app immediately after uninstalling it or clicking on a deep link-embedded ad to open an already-installed app counts as re-engagement but not reactivation. By enabling reactivation tracking, you can define users returning after a period of inactivity as reactivated users. Measuring ad performance associated with reactivated users allows you to answer questions such as:

• How many dormant users have come back to the app?
• Which event do users most frequently complete to come back?
• Which ad channel was the most effective in bringing users back?
• How does the user journey of reactivated users differ from that of other users?

Track reactivation to collect data about the number of reactivated users and their conversions. You can also identify the ad channels with touchpoints that had led to reactivation.

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Reactivation events

Reactivation Event is the event users complete to come back to the app. Like Target Events, Reactivation Events trigger attribution and signal a user’s return. Reactivation Events include App Installs, Deeplink Opens, and Direct Opens.

• App Install is the act of downloading a software application onto a mobile device. The Airbridge SDK detects an App Install when the app is launched for the first time after the download.
• Deeplink Open is the act of clicking on a deep link to be redirected to a specific in-app location.
• Direct Open is the act of launching an already-installed app without clicking a tracking link with deep linking capabilities. Note that the very first launch counts as App Install instead of Direct Open. This concept is identical to the “Non-deeplink Open” metric in the Actuals Report and the “Open” Standard Event in raw data exports.

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Reactivation tracking setup

Airbridge decides that a user has been reactivated if two conditions are met:

• The user should not have been involved in any conversions during the inactivity window.
• The user should have performed a Reactivation Event after the inactivity window.

Upon identifying reactivated users, Airbridge collects touchpoint and conversion data within certain timeframes, referred to as the lookback and attribution windows for Reactivation Events. The data collected is used to reconstruct the user journey.

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Inactivity window setup

The inactivity window is a period succeeding the last conversion, after which the user is considered dormant if no conversion takes place within this timeframe. The inactivity window is closed if the user ever engages with the app during the period. Reactivation tracking is triggered if App Install, Deeplink Open, or Direct Open takes place after the inactivity window. At the same time, the user is considered to have been reactivated.

How the inactivity window works

Let’s say the inactivity window is set to 10 days. The user engaged with the app for the last time on Jan 1 and installed the app on Jan 12.Because there has been no conversion within the 10-day inactivity window, Airbridge considers the user to be dormant starting Jan 12. In addition, because the user completed a Reactivation Event after being considered dormant, the user is considered to have been reactivated.

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Lookback window setup

The lookback window for Reactivation Events is a period preceding a Reactivation Event in which touchpoints are considered relevant. Note that it is specific to reactivation tracking and different from the lookback window explained in this article. The winning touchpoint is the ad interaction within the lookback window and closest in time to the Reactivation Event. The Reactivation Event can’t be attributed if there is no touchpoint within this timeframe. You can set different lookback windows by Reactivation Event.

• App Install: Customize as necessary or align it with the settings in the [Attribution Rules] page in the Airbridge dashboard.
• Deeplink Open: You can’t set a lookback window. As it typically takes less than a second for a user who clicks on a tracking link with deep linking capabilities to be redirected to an in-app location, it is obvious which ad channel should take credit for the conversion.
• Direct Open: Customize as necessary.

How the lookback window for Reactivation Events works

Let’s say the inactivity and lookback windows are each set to 10 days. The user engaged with the app for the last time on Jan 1 and completed a Reactivation Event on Jan 21.Because the user completed a Reactivation Event after the 10-day inactivity window, the user is considered to have been reactivated. The winning touchpoint is the ad interaction within the 10-day lookback window and closest in time to the Reactivation Event.

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Attribution window setup

The attribution window for Reactivation Events is a period succeeding a Reactivation Event in which conversions are tracked and recorded. Note that it is specific to reactivation tracking and different from the attribution window explained in this article. The winning touchpoint for a Reactivation Event also takes credit for the conversions within the attribution window. You can set different lookback windows by Reactivation Event.

• App Install: Customize as necessary or align it with the settings in the [Attribution Rules] page in the Airbridge dashboard.
• Deeplink Open: Customize as necessary or align it with the settings in the [Attribution Rules] page in the Airbridge dashboard.
• Direct Open: Customize as necessary.

How the attribution window for Reactivation Events works

Let’s say the inactivity, lookback, and attribution windows are each set to 10 days. The user engaged with the app for the last time on Jan 1 and interacted with an advertisement on Jan 12. Then, the user completed a Reactivation Event on Jan 21 and made a purchase on Jan 31.According to the Airbridge reactivation tracking rules, the winning touchpoint for the Reactivation Event also takes credit for the purchase.

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View reactivation tracking results in Airbridge

Reactivation tracking results are available in the Actuals report, the Retention report, the Revenue report, Audience Manager, and raw data.

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Actuals report

In the Actuals report, select the metrics and group-bys below to view reactivation tracking results.

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Retention report

In the Retention report, select a reactivation event (App Install, Direct Open, or Deeplink Open) as the Start Event to analyze how reactivated users return over time, by cohort.

Metrics for reactivation tracking

Name	Description
Reactivated Installs (App)	The number of installs from reactivated users, within the set date range
Reactivated Opens (App)	The number of direct opens from reactivated users, within the set date range
Reactivated Deeplink Opens (App)	The number of deep link opens from reactivated users, within the set date range
Attributed Reactivated Events (App)	The number of attributed events from reactivated users
Attributed Reactivated Event Users (App)	The number of unique reactivated users who performed any attributed event

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Revenue report

In the Revenue report, select a reactivation event as the Start Event to analyze the lifetime value (LTV) and revenue of reactivated users.

Metrics for reactivation tracking

Name	Description
Reactivated Installs (App)	The number of installs from reactivated users, within the set date range
Reactivated Opens (App)	The number of direct opens from reactivated users, within the set date range
Reactivated Deeplink Opens (App)	The number of deep link opens from reactivated users, within the set date range
Attributed Reactivated Events (App)	The number of attributed events from reactivated users
Attributed Reactivated Event Users (App)	The number of unique reactivated users who performed any attributed event

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Audience Manager

In Audience Manager, use reactivation events as a condition to build an audience of reactivated users for retargeting and other follow-up marketing.

Metrics for reactivation tracking

Name	Description
Reactivated Installs (App)	The number of installs from reactivated users, within the set date range
Reactivated Opens (App)	The number of direct opens from reactivated users, within the set date range
Reactivated Deeplink Opens (App)	The number of deep link opens from reactivated users, within the set date range
Attributed Reactivated Events (App)	The number of attributed events from reactivated users
Attributed Reactivated Event Users (App)	The number of unique reactivated users who performed any attributed event

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Raw data

When extracting raw data, select the properties below in [Property Selection] to view reactivation tracking results.

Properties for reactivation tracking

Name	Description
Is Reactivated	Whether an App Install, Deeplink Open, or Direct Open is a reactivation event. true means it is a reactivation event, and false means it is not.
Is Attributed to Reactivated Target Event	Whether the target event that a subsequent event is attributed to is a reactivation event. true means it is a reactivation event, false means it is not, and an empty value means the target event is unattributed, or it was attributed but the subsequent event occurred after the attribution window.

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Attribution scenarios

Below are some attribution scenarios for reactivation tracking. To help your understanding, each scenario has an app category randomly assigned.

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How to attribute App Installs of a returning user

Let’s say a user uninstalled and reinstalled your hypercasual gaming app. The attribution result for the App Install differs depending on your reactivation tracking settings. Below is an example of a user journey. All of the events took place at 12:00 PM.

• Feb 1: The user collected daily free rewards. This was the user’s last conversion before the App Install.
• Feb 2: The user uninstalled the app.
• Feb 3: The user clicked on an advertisement from ad channel A.
• Feb 4: The user reinstalled the app.

The attribution rules are configured as below:

• Lookback window for App Installs: 1 day
• Inactivity window: 2 days
• Lookback window for App Install Reactivation Events: 1 day

The App Install would be attributed as shown below, depending on reactivation tracking settings. With reactivation tracking enabled, the App Install, which took place after the 2-day inactivity window on Feb 4, is considered a Reactivation Event instead of a Target Event. Refer to the below for a more detailed explanation of the attribution process.

Attribution process

If reactivation tracking is disabled:The App Install from Feb 4 is a Target Event. With reactivation tracking disabled, App Installs can never be considered a Reactivation Event.The winning touchpoint for the App Install is the click from ad channel A from Feb 3, which is within the 1-day lookback window for App Installs.

If reactivation tracking is enabled:Airbridge decides that a user has been reactivated if two conditions are met:

• The user should not have been involved in any conversions during the inactivity window.
• The user should have performed a Reactivation Event after the inactivity window.

The inactivity window is from Feb 1 to Feb 3. Therefore, the App Install from Feb 4 qualifies as a Reactivation Event, triggering attribution like a Target Event.The winning touchpoint is the click from ad channel A from Feb 3, which is within the 1-day lookback window for App Install Reactivation Events.

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How to attribute Deeplink Opens of a returning user

Let’s say a user clicked on a deep link-embedded ad to open your fashion e-commerce app for the first time in 7 days. The attribution result for the Deeplink Open differs depending on your reactivation tracking settings. Below is an example of a user journey. All of the events took place at 12:00 PM.

• Mar 1: The user searched for bags. This was the user’s last conversion before the Deeplink Open.
• Mar 8: The user clicked on an advertisement from ad channel B and opened a deep link.
• Mar 13: The user purchased a bag that costs $300.

The attribution rules are configured as below:

• Attribution window for Deeplink Opens: 1 day
• Inactivity window: 4 days
• Attribution window for Deeplink Open Reactivation Events: 5 days

The Deeplink Open would be attributed as shown below, depending on reactivation tracking settings. With reactivation tracking enabled, the Deeplink Open, which took place after the 4-day inactivity window on Mar 8, is considered a Reactivation Event instead of a Target Event. The winning touchpoint for the Deeplink Open also takes credit for the $300 purchase because it took place within the 5-day attribution window for Deeplink Open Reactivation Events on Mar 13. Note that numerical data such as the price can only be collected by configuring the Event Value of an event. Refer to the below for a more detailed explanation of the attribution process.

Attribution process

If reactivation tracking is disabled:The Deeplink Open from Mar 3 is a Target Event. With reactivation tracking disabled, Deeplink Opens can never be considered a Reactivation Event.The winning touchpoint for the Deeplink Open is the click from ad channel B because the user clicked on the deep link-embedded ad to be redirected to an in-app location.The $300 purchase from Mar 13 can’t be attributed. The Deeplink Open took place on Mar 8, and the purchase falls outside the 1-day attribution window for Deeplink Opens.

If reactivation tracking is enabled:Airbridge decides that a user has been reactivated if two conditions are met:

• The user should not have been involved in any conversions during the inactivity window.
• The user should have performed a Reactivation Event after the inactivity window.

The inactivity window is from Mar 1 to Mar 5. Therefore, the Deeplink Open from Mar 8 qualifies as a Reactivation Event, triggering attribution like a Target Event.The winning touchpoint is the click from ad channel B from Mar 8. It also takes credit for the $300 purchase from Mar 13, which took place within the 5-day attribution window for Deeplink Open Reactivation Events.

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How to attribute Direct Opens of a returning user

Let’s say a user opened your travel app for the first time in 15 days. The attribution result for the app install differs depending on your reactivation tracking settings. Below is an example of a user journey. All of the events took place at 12:00 PM.

• Jul 1: The user clicked on an advertisement from ad channel C to install the app.
• Jul 2: The user searched for flights. This was the user’s last conversion before the Direct Open.
• Jul 18: The user clicked on an advertisement from ad channel D.
• Jul 25: The user opened the app without clicking a tracking link.

The attribution rules are configured as below:

• Lookback window for App Installs: 24 days
• Inactivity window: 12 days
• Lookback window for Direct Open Reactivation Events: 10 days

The Direct Open would be attributed as shown below, depending on reactivation tracking settings. With reactivation tracking enabled, the Direct Open, which took place after the 12-day inactivity window on Jul 25, is considered a Reactivation Event instead of a Subsequent Event. In addition, the click from ad channel D, instead of that from ad channel C, takes credit for the Direct Open. Refer to the below for a more detailed explanation of the attribution process.

Attribution process

If reactivation tracking is disabled:The App Install from Jul 1 is a Target Event, and the Direct Open from Jul 25 is the Subsequent Event. With reactivation tracking disabled, Direct Opens can never be considered a Reactivation Event.The winning touchpoint for the Direct Open is the click from ad channel C, which is within the 24-day attribution window for App Installs. It also takes credit for the user’s flight search from Jul 2.The click from ad channel D can’t take any credit because it took place after the App Install, and thus, falls outside the lookback window for the App Install.

If reactivation tracking is enabled:Airbridge decides that a user has been reactivated if two conditions are met:

• The user should not have been involved in any conversions during the inactivity window.
• The user should have performed a Reactivation Event after the inactivity window.

The inactivity window is from Jul 2 to Jul 14. Therefore, the Direct Open from Jul 25 qualifies as a Reactivation Event, triggering attribution like a Target Event.The winning touchpoint is the click from ad channel D from Jul 18, which is within the 10-day lookback window for Direct Open Reactivation Events.

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Attention