{"id":1740,"date":"2026-07-13T17:00:00","date_gmt":"2026-07-13T22:00:00","guid":{"rendered":"https:\/\/tolinku.com\/blog\/?p=1740"},"modified":"2026-03-07T03:50:06","modified_gmt":"2026-03-07T08:50:06","slug":"re-engagement-attribution","status":"publish","type":"post","link":"https:\/\/tolinku.com\/blog\/re-engagement-attribution\/","title":{"rendered":"Re-Engagement Attribution for Mobile Apps"},"content":{"rendered":"\n

Re-engagement attribution measures whether a campaign brought back a lapsed user. Unlike install attribution (which tracks new users), re-engagement attribution tracks returning users who were inactive and then resumed using the app after exposure to a retargeting ad, push notification, or email campaign.<\/p>\n\n\n\n

This guide covers how re-engagement attribution works. For attribution models, see last-click vs multi-touch attribution<\/a>. For deep link analytics, see deep link analytics: measuring what matters<\/a>.<\/p>\n\n\n\n

What Counts as Re-Engagement<\/h2>\n\n\n\n

A re-engagement event occurs when:<\/p>\n\n\n\n

    \n
  1. An existing user has been inactive for a defined period (the inactivity window).<\/li>\n
  2. The user is exposed to a re-engagement campaign (ad, push notification, email, SMS).<\/li>\n
  3. The user returns to the app.<\/li>\n
  4. The return is attributed to the campaign.<\/li>\n<\/ol>\n\n\n\n

    Defining "Inactive"<\/h3>\n\n\n\n

    The inactivity window varies by app category:<\/p>\n\n\n\n

    \n\n\n\n\n\n\n\n\n\n
    App Category<\/th>\nTypical Inactivity Window<\/th>\n<\/tr>\n<\/thead>\n
    Social media<\/td>\n7 days<\/td>\n<\/tr>\n
    E-commerce<\/td>\n14 days<\/td>\n<\/tr>\n
    Gaming<\/td>\n7 days<\/td>\n<\/tr>\n
    Fintech\/Banking<\/td>\n30 days<\/td>\n<\/tr>\n
    News\/Media<\/td>\n14 days<\/td>\n<\/tr>\n
    Health\/Fitness<\/td>\n7 days<\/td>\n<\/tr>\n
    Travel<\/td>\n30 days<\/td>\n<\/tr>\n<\/tbody><\/table><\/figure>\n\n\n\n

    A fintech app might define a user as "lapsed" after 30 days of no app opens. A gaming app might use 7 days. Choose a window that reflects normal usage patterns for your app.<\/p>\n\n\n\n

    Re-Engagement Attribution Models<\/h2>\n\n\n\n

    Click-Through Re-Engagement<\/h3>\n\n\n\n

    The user taps a retargeting ad or deep link, which opens the app:<\/p>\n\n\n\n

    1. User is inactive for 30 days\n2. User sees retargeting ad on Facebook\n3. User taps the ad \u2192 deep link opens the app\n4. Re-engagement attributed to Facebook retargeting campaign\n<\/code><\/pre>\n\n\n\n
    This is the strongest signal because the user took a deliberate action.<\/p>\n\n\n\n
    View-Through Re-Engagement<\/h3>\n\n\n\n
    The user sees a retargeting ad but does not tap it. Later, they open the app on their own:<\/p>\n\n\n\n
    1. User is inactive for 14 days\n2. User sees retargeting display ad (does not tap)\n3. 6 hours later, user opens the app from the home screen\n4. Re-engagement attributed to display retargeting (view-through)\n<\/code><\/pre>\n\n\n\n
    This is a weaker signal. The user may have returned independently.<\/p>\n\n\n\n
    Push Notification Re-Engagement<\/h3>\n\n\n\n
    The user taps a push notification that deep links to the app:<\/p>\n\n\n\n
    1. User is inactive for 7 days\n2. App sends push notification: "New items added to your wishlist"\n3. User taps notification \u2192 deep link opens wishlist screen\n4. Re-engagement attributed to push notification campaign\n<\/code><\/pre>\n\n\n\n
    Email Re-Engagement<\/h3>\n\n\n\n
    The user taps a link in a re-engagement email:<\/p>\n\n\n\n
    1. User is inactive for 21 days\n2. User receives email: "We miss you! Here's 20% off"\n3. User taps email link \u2192 deep link opens the app\n4. Re-engagement attributed to email campaign\n<\/code><\/pre>\n\n\n\n
    Re-Engagement Windows<\/h2>\n\n\n\n
    The re-engagement attribution window defines how long after a campaign interaction the return is attributed to that campaign:<\/p>\n\n\n\n
    \n\n\n\n\n\n\n
    Channel<\/th>\nTypical Click Window<\/th>\nTypical View Window<\/th>\n<\/tr>\n<\/thead>\n
    Retargeting ads<\/td>\n7 days<\/td>\n24 hours<\/td>\n<\/tr>\n
    Push notifications<\/td>\n24 hours<\/td>\nN\/A<\/td>\n<\/tr>\n
    Email<\/td>\n7 days<\/td>\nN\/A<\/td>\n<\/tr>\n
    SMS<\/td>\n48 hours<\/td>\nN\/A<\/td>\n<\/tr>\n<\/tbody><\/table><\/figure>\n\n\n\n
    If a user taps a retargeting ad today and opens the app in 3 days, the re-engagement is attributed to the ad (within the 7-day window). If they open the app in 10 days, it is counted as organic return.<\/p>\n\n\n\n
    Implementation<\/h2>\n\n\n\n
    Tracking Re-Engagement Events<\/h3>\n\n\n\n
    func trackAppOpen() {\n    let lastActive = UserDefaults.standard.object(forKey: "last_active") as? Date\n    let now = Date()\n\n    \/\/ Update last active\n    UserDefaults.standard.set(now, forKey: "last_active")\n\n    guard let lastActive = lastActive else {\n        \/\/ First open ever, this is an install not a re-engagement\n        analytics.track("install")\n        return\n    }\n\n    let inactiveDays = Calendar.current.dateComponents([.day], from: lastActive, to: now).day ?? 0\n\n    if inactiveDays >= 7 {\n        \/\/ User was inactive, this is a re-engagement\n        let source = determineReEngagementSource()\n        analytics.track("re_engagement", properties: [\n            "inactive_days": inactiveDays,\n            "source": source.channel,\n            "campaign": source.campaignId ?? "unknown",\n            "deep_link": source.deepLink ?? "none"\n        ])\n    } else {\n        \/\/ Regular app open\n        analytics.track("app_open")\n    }\n}\n\nfunc determineReEngagementSource() -> ReEngagementSource {\n    \/\/ Check if the app was opened via a deep link\n    if let pendingDeepLink = deepLinkManager.pendingDeepLink {\n        let params = URLComponents(url: pendingDeepLink, resolvingAgainstBaseURL: false)?.queryItems\n        let campaign = params?.first(where: { $0.name == "utm_campaign" })?.value\n        let source = params?.first(where: { $0.name == "utm_source" })?.value\n\n        return ReEngagementSource(\n            channel: source ?? "deep_link",\n            campaignId: campaign,\n            deepLink: pendingDeepLink.absoluteString\n        )\n    }\n\n    \/\/ Check if opened from a push notification\n    if let notificationData = notificationManager.lastTappedNotification {\n        return ReEngagementSource(\n            channel: "push",\n            campaignId: notificationData["campaign_id"] as? String,\n            deepLink: notificationData["deep_link"] as? String\n        )\n    }\n\n    \/\/ Organic return\n    return ReEngagementSource(channel: "organic", campaignId: nil, deepLink: nil)\n}\n<\/code><\/pre>\n\n\n\n
    Deep Link Attribution for Re-Engagement<\/h3>\n\n\n\n
    When a re-engagement deep link is clicked, capture attribution data:<\/p>\n\n\n\n
    func handleReEngagementDeepLink(_ url: URL) {\n    let params = URLComponents(url: url, resolvingAgainstBaseURL: false)?.queryItems\n\n    let attributionData = ReEngagementAttribution(\n        channel: params?.first(where: { $0.name == "utm_source" })?.value ?? "unknown",\n        campaign: params?.first(where: { $0.name == "utm_campaign" })?.value,\n        medium: params?.first(where: { $0.name == "utm_medium" })?.value,\n        content: params?.first(where: { $0.name == "utm_content" })?.value,\n        deepLink: url.absoluteString,\n        timestamp: Date()\n    )\n\n    \/\/ Store for server-side processing\n    analytics.trackReEngagement(attributionData)\n\n    \/\/ Route to the deep linked screen\n    routeDeepLink(url)\n}\n<\/code><\/pre>\n\n\n\n
    Measuring Re-Engagement Effectiveness<\/h2>\n\n\n\n
    Key Metrics<\/h3>\n\n\n\n
    \n\n\n\n\n\n\n\n
    Metric<\/th>\nDescription<\/th>\n<\/tr>\n<\/thead>\n
    Re-engagement rate<\/td>\nLapsed users who returned \/ total lapsed users targeted<\/td>\n<\/tr>\n
    Cost per re-engagement (CPRE)<\/td>\nCampaign spend \/ re-engaged users<\/td>\n<\/tr>\n
    Retention after re-engagement<\/td>\n% of re-engaged users still active after 7\/30 days<\/td>\n<\/tr>\n
    Revenue per re-engaged user<\/td>\nRevenue from re-engaged users in the 30 days after return<\/td>\n<\/tr>\n
    Incremental re-engagement<\/td>\nRe-engagements attributable to the campaign vs. organic returns<\/td>\n<\/tr>\n<\/tbody><\/table><\/figure>\n\n\n\n
    Incrementality<\/h3>\n\n\n\n
    Not all re-engaged users would have stayed inactive without the campaign. Some would have returned on their own. To measure incremental re-engagement:<\/p>\n\n\n\n
      \n
    1. Split lapsed users into a test group (receives campaign) and a control group (does not).<\/li>\n
    2. Measure return rates for both groups.<\/li>\n
    3. The difference is the incremental lift.<\/li>\n<\/ol>\n\n\n\n
      Example:<\/p>\n\n\n\n