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 tracking link 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 on 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:
Reattribution
- Reattribution Window - Defines the timeframe in which events triggered by either an ad impression or a click should be reattributed to a certain partner.
- Reattribution Settings - Adjust offers a default 7-day reattribution window, on an App-level. That being said, Adjust also offers adjustable app-based reattribution settings, and allows you to customize both your reattribution windows and inactivity period, based on the pricing plan you have agreed upon with Adjust, as follows:
- Basic & Business - 7-Day App-level reattribution window (NOT customizable).
- Business Pro, Enterprise & Flat - Customizable reattribution window (on App- Level).
- Enterprise & Flat - Customizable reattribution window (on Tracker-level).
- Please note: The tracking links can be created on three different levels: Network (top-level), Campaign (sublevel 1), Adgroup (sublevel 2). However, we advise you to utilize the top-level upon tracking link creation, as it guarantees that you provide us with the correct level.
Inactivity
- 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.
That being said, we recommend performing the following two steps for both reattribution windows and inactivity period:
- Set your reattribution window and inactivity period on the App-level in order for all of your tracking links (levels) to inherit the inactivity period and attribution windows from the App-level.
- Provide Remerge with a Network-level tracking link (and thus inherit the inactivity period and attribution windows from the App-level).
These two requests stem from the fact that utilizing tracking links 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 level 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 tracking link 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 on 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's 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 on the Adjust dashboard.
2. Why is there a continuously growing number of clicks on the Adjust dashboard, even though the Remerge campaign is no longer running?
These are non-Remerge clicks. In fact, the click tracking link 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 link 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 tracking link 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 tracking link to notify Adjust of the clicks server side.
4. Should I enable Ad Spend on the Adjust dashboard?
Please note: The Ad Spend values displayed on the Adjust dashboard slightly differ from the ones displayed on our dashboard, for the following reasons:
- iOS - The expected discrepancy is roughly below 1 %, as Remerge utilizes the JSR solution for your universal links. This functionality enables Remerge to send clicks to Adjust from their Own Server, which ensures a high level of accuracy and quality of sent clicks. In other words, Remerge is able to avoid potential click duplications, delays, or interruptions/losses.
- Android - The expected discrepancy is roughly below 5%, as Remerge sends the click information to Adjust via the Android Standard Tracker. This process is executed from the client's mobile phone, which implies that Remerge cannot control potential duplication, delays, or interruptions/losses. As a general rule, an (up to) 5% loss of click costs is to be expected.
If you wish to track cost data, ensure to enable this functionality on the Adjust dashboard as follows:
- 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 tracking link 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.
5. Should I enable Device Matching on the Adjust dashboard?
Yes, you should. Remerge relies on Device Matching for attribution, and as such, it must be enabled. The below instructions guide you through the process of Device Matching enablement on an App-level, as it ensures that more granular campaign levels (e.g., tracking link), inherit the mentioned functionality by default:
- 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 > SETTINGS > Attribution. You should find yourself on the Attribution Settings page.
- Review the toggled options located on the Attribution Settings page, and ensure that all of the below-listed functionalities are toggled ON. If this is not the case, please toggle them ON and click on the SAVE button, located at the bottom of the functionality's corresponding window:
- CLICK BASED section:
- Device Matching
- Reattribution for Clicks
- IMPRESSION BASED section:
- Device Matching
- Reattribution for Impressions
- CLICK BASED section:
Please note:
- Configuration on a more granular level requires Device Matching enablement on the corresponding level.
- The device matching window should be at the very least as long as or longer than your reattribution window.