Reattribution in FraudScore: Analyzing Returning Users and Retargeting Traffic

Unlock reattribution insights and snag a year-end FraudScore deal? Read on — special offer for new clients awaits at the end.

Retargeting has long been a staple of mobile advertising strategies. It re-engages users, boosts retention, and drives conversions. Yet it introduces a new attribution challenge: accurately accounting for returning users.

To help marketers analyze these cases more precisely, FraudScore now supports reattribution. The system detects and evaluates user returns via retargeting campaigns.

What Is Reattribution?

Reattribution occurs when a user reopens an app due to a retargeting campaign. This happens in two main ways:

Reinstallation

The user deletes and reinstalls the app on the same device.

Return after inactivity

The user relaunches the app after a period of dormancy.

The reinstall source may differ from the original. For instance, a user might arrive organically first, then return via paid ads a month later — in which case the reattribution source is the retargeting campaign.

Why It Matters

Ignoring reattribution can inflate campaign performance. Excluding retargeting returns risks:

  • Overstating new user metrics
  • Misallocating budgets across channels
  • Missing overlaps between acquisition and retargeting audiences
  • Complicating fraud analysis, as fraudsters often mimic reinstalls

Reattribution separates new from returning users, revealing the true user journey.

How FraudScore Implements It

FraudScore pulls data from partner MMPs like AppsFlyer, Adjust, or AppMetrica. If an MMP flags an event as reattribution (e.g., reinstall or post-inactivity return), FraudScore logs it in a dedicated report, distinguishing initial installs from reattributions.

For each event, the system checks the click or impression source, allows multiple reattributions per device, and respects client-defined reattribution windows — 7 or 30 days, or custom periods tailored to business models like gaming, e-commerce, or fintech.

Benefits for Fraud Prevention

Reattribution support sharpens FraudScore’s antifraud tools, enabling:

  • Differentiation of genuine returns from fakes
  • Precise retargeting campaign ROI
  • Analysis of repeat returns
  • Quality comparisons across retargeting channels

This counters fraudsters increasingly exploiting retargeting for bogus events.

Adding reattribution to FraudScore boosts measurement transparency. Advertisers now track not just who installs, but who returns, when, and why — optimizing budgets, refining analytics, and fortifying campaigns against fraud.

Ready to supercharge your fraud detection? FraudScore offers a special deal for new clients — you can strengthen traffic quality control without breaking the budget.

Subscribe for 2, 3, or 6 months and get the same extra months free. No strings attached — just extended access to 150+ detection algorithms, cohort analysis, SmartReject, alerts, and full transparency tools trusted by performance teams worldwide.

This limited offer ends December 31 and is for new clients only. Claim your extended subscription today!

  • Since we use an MMP that is mainly popular in the CIS market, and most of our audience also comes from the CIS, FraudScore has become one of the most effective and affordable anti-fraud tools for us. It works very well with local MMPs, shows high accuracy in detecting fraud, and continues to be one of the leading anti-fraud solutions in the CIS region.
    Dmitrii Kaplan, Head of Digital at Twinby
  • We use FraudScore to monitor traffic quality in our advertising campaigns. The service helps us see the full picture across traffic sources, detect anomalies in time, and avoid unnecessary spending. The interface is simple and the data is presented clearly, which makes it easy to use both daily and for reporting.
    Konstantin Artemev, Performance Marketing Manager at Yandex
  • We use FraudScore to regularly assess traffic quality across our CPI and CPA campaigns. The tool allows us to quickly identify reliable traffic sources, flag potentially problematic ones, and adjust campaign settings in a timely manner as conditions change. FraudScore’s reporting is clear, well-structured, and easy to work with, which significantly simplifies decision-making. Today, FraudScore is fully integrated into our standard traffic management workflow and has become an essential part of it.
    Ruslan Maksimov, Head of Digital at MyBox
  • FraudScore has become part of our regular traffic verification process for clients. It helps us detect unusual activity early, analyze traffic sources, and avoid fraud-related risks. The tool fits naturally into our team’s workflow and helps maintain stable campaign quality without adding extra workload.
    Nikita Knyazev Senior Account Manager at ProContext Agency
  • We use FraudScore when managing our clients’ campaigns, where maintaining transparency and traffic quality is essential. The tool helps us quickly identify suspicious sources and understand how they affect performance, which significantly simplifies traffic control and reduces the amount of manual checks. The reports are convenient both for our internal team and for client communication. I’d also highlight the wide range of filters, fraud reasons, and additional data that we don’t have access to in the tracker as one of FraudScore’s key advantages. This gives us a much deeper understanding of what’s happening and helps us make more accurate decisions.
    Aleksandra Milyaeva, Lead Partner Manager at Realweb Agency
  • It’s important for us that advertising traffic is high-quality and brings real users to the platform. FraudScore helps us monitor campaign activity in real time and spot any irregularities or suspicious patterns. This allows us to optimize buying decisions faster and manage budgets more effectively.
    Andrey Kataev, Head of Performance Marketing at Start.ru
  • FraudScore’s fraud monitoring system is particularly useful in this regard as it allows daily check on affiliates conversions and indicates the level of fraud detected for each conversion. The fact that the system not only monitors normal desktop traffic, but, also tracks and accurately reports on mobile traffic in relation to Emulators, VPN’s, Bot farms and IP pattern recognition allows us to make informed decisions when reviewing assigned affiliate caps and encouraging more traffic.
    Darren Williamson, Managing Director at CAN
  • FraudScore has easy to handle and fast APIs which permitted us to integrate fraud analysis findings into our own dashboards. Their own interface is very intuitive and offers infinite possibilities in terms of filtering and digging into data. FraudScore team is very receptive to users feedback and continuously introduces improvements to their product.
    Luis Barrague, COO at Headway Digital, Spain
  • For more than two years of working with mobile traffic we have been tried a lot of anti-fraud services offered by the market. Therefore we can confidently say that the truly worthwhile solution is the FraudScore. Strong technologies, convenient interface and the most effective support – it’s all about FraudScore. Since we started collaboration with this service the volume of fraud traffic in Zorka.Network has been almost reduced to zero.
    Oleg Gorelik, Affiliate Director at Zorka.Network
  • Fraudscore has been our first line of defense against measuring questionable traffic. As the mobile digital advertising landscape continually expands, it becomes complex as it relates to user attribution measurement. The need for precise data has never been more important to the success of our business and our clients marketing efforts. FraudScore’s engineers made integration seamless and user friendly. The user interface allows us to interpret the data correctly and in real-time to make the right decisions as it relates to protecting our clients brand integrity. I highly recommend their services.
    Moufid Al-Joundi, Curate Mobile
  • At Brisk Ads we take drastic measures to combat fraud, and with the help of FraudScore we are able to detect and eliminate any suspicious traffic. With the in-depth reports provided, we are able to identify any questionable sources; making sure that our clients only pay for legit and profitable users.
    Omar Mostafa, Brisk Ads
  • We rely on FraudScore for projects where fast traffic evaluation and clear client communication are essential. The tool allows us to quickly assess incoming traffic and get a full picture without long exports or manual analysis. We especially appreciate its reliability and how easy the reports are to interpret, even for team members who aren’t deeply involved in anti-fraud. It simplifies communication and helps us make decisions faster.
    Nikita Shamin, Head of the Application Promotion Department at MediaNation Agency