Naming conventions and attribution models are both subjected to a partner's preference and marketing strategy and therefore can vary from partner to partner.
We have decided to share the following clarifications to ensure alignment between the different parties with respect to the exchanged information and expected performance. Below you should find insight into Adjust vs. Remerge specific terminology, followed by answers to the most frequently asked questions.
Terminology
Adjust
Click - Adjust counts a click each time a tracker URL hits Adjust's server in one of the following ways:
- A desktop click.
- A campaign click.
In the case of a double click (either due to an issue with an operating system, SDK implementation and/or version bug or a user clicking the same ad twice), all server hits will appear in the Adjust Dashboard.
Attribution - You are most likely to run with multiple ad networks and/or agencies, and as such, Adjust utilizes the combined knowledge of all your marketing activities for the purpose of attribution. Adjust is not limited to Remerge clicks for attribution. This means that Adjust reviews and displays any potential attribution coming in from partners. However, once an event is attributed to Remerge, it maintains its status as a life-long attributed (to Remerge) event until said event is attributed to a different partner.
Dashboard - Reattribution & Inactivity Period:
1. Reattribution Window - Defines the timeframe in which events triggered by either an ad impression or a click should be attributed to a certain partner.
2. Inactivity Period - Defines the number of consecutive days a user must be inactive (lapsed) in order to be eligible for a retargeting campaign. In order to maximize the impact of your retargeting campaign, ensure to set the inactivity period to 0.
Attribution Settings - Adjust offers adjustable app-based attribution settings, and allows you to customize both your attribution windows and inactivity period based on your specific needs. However, said windows are subjected to one of the following pricing plans you have agreed upon with Adjust:
- Basic, Business & Business Pro - Default, 30-Day App-level attribution window.
- Enterprise & Flat - Customizable, Tracker-level attribution window and inactivity period) on three different levels: Network (top-level), Campaign (sublevel 1), Adgroup (sublevel 2).
That being said, we kindly ask you to perform the following two steps:
1. Set your attribution window and inactivity period on App-level and utilize said timeframes with all of your trackers.
2. Provide us with a Network-level tracker URL (and thus inherit the inactivity period and attribution windows from the App-level).
These two requests stem from the fact that utilizing trackers on multiple levels, might bring about confusion (which we would strongly like to avoid), as the various level-based windows override each other.
You may retrieve the inactivity period and attribution windows from either the App or Network levels as follows:
App Level
- Log in to your Adjust Account, go to MENU > Apps, and select your app.
- Click on the bottom drop-down arrow, go to SET UP YOUR APP and select All Settings > Attribution.
- From the Attribution Settings screen:
- Click on Reattribution for Clicks.
- Click on Reattribution for Impressions.
Network (Partner) Level
- Log in to your Adjust Account, go to MENU > Apps, and select your app.
- Click on the bottom drop-down arrow, go to SET UP YOUR APP and select All Settings > Trackers.
- Locate your tracker from the Network-Level Trackers list and click on the wheel symbol > EDIT.
- From the Attribution Settings screen:
- Click on Reattribution for Clicks.
- Click on Reattribution for Impressions.
Remerge
Click - Remerge counts one click per an OpenRTB impression ID. In case of an issue with an operating system, SDK implementation or a user clicking the same ad twice, we deduplicate the click and count it only once.
Attribution - You are most likely to run with multiple ad networks and/or agencies. However, Remerge does not have visibility or insight into any other campaigns you could potentially be running with other partners. In fact, our dashboard takes ALL of the clicks that were triggered by Remerge (and that fall within the attribution windows and inactivity period communicated to us) into account, and as such you are able to see the full effect of your Remerge campaign activity. Ensure to keep Remerge updated on any changes in your windows.
Frequently Asked Questions
1. Why are there several clicks in the Adjust dashboard, even though the Remerge campaign is no longer running?
Certain publishers purchase an ad with the click URL and wait for the optimal moment in order to display it to a user. When a campaign is stopped on Remerge side, we stop displaying ads to publishers. However, when a certain publisher already owns an ad, we have no influence on when the ad might be displayed. In this scenario, certain impressions and clicks might arrive delayed and thus appear in the Adjust dashboard.
2. Why is there a continuously growing number of clicks in the Adjust dashboard, even though the Remerge campaign is no longer running?
These are non-Remerge clicks. In fact, the click tracking URL is being executed outside of our campaign.
This might occur either accidentally or if someone tries to trick the system by catching the click tracking URL and use it repeatedly. As previously mentioned, these clicks are not triggered by users clicking your ad in a Remerge campaign. If the URL got caught in the wide ecosystem and is being employed, Remerge can, unfortunately, neither influence nor stop this from taking place.
3. What should I do if I have my own universal link?
We are happy to support you in this case. Please provide us with information on your link's functionality as well as the fallbacks (in case a certain user has uninstalled the app), in order for us to test the link.
In order to attribute the events correctly via your own link, ensure to append the Adjust tracker URL to your own custom URL (&adjust_tracker=f0ob4r). This enables the Adjust SDK to attribute conversions to the correct partner. Additionally, we employ the standard tracker URL to notify Adjust of the clicks server side.
4. Should I enable Ad Spend in the Adjust dashboard?
If you wish to track cost data, you need to enable this functionality in Adjust dashboard as per below guidelines. Please note: Adjust dashboard shows an additional 30% of ad spend you see in Remerge dashboard.
- Log in to your Adjust Account, go to MENU > Apps, and select your app.
- Click on the bottom drop-down arrow, go to SET UP YOUR APP and select All Settings > Trackers.
- Locate your tracker from the Network-Level Trackers list and click on the wheel symbol > EDIT.
- Go to Additional Parameters, toggle ON AD SPEND and click on APPLY.