Business intelligence platform Adjust has launched a new Universal Reattribution tool that aims to let marketers close the analytics gap and track 100 per cent of re-engagement campaigns, providing better understanding of where and how lost users return to an app.

According to the companys recent mobile benchmark report, most users leave apps within a few days of installing them, never to return, with only 15 per cent of consumers who download an app still actively using it after seven days.

In such a market, retargeting and re-engagement campaigns can be a vital tool in bringing users back to an app, but currently only 55 per cent of returning users are tracked and reattributed accurately through existing market analytics tools.

Using its Universal Reattribution feature, Adjust claims it can capture the 45 per cent of untracked users who re-engage with an app, providing marketers with a much better understanding of what campaign channels are effective at bringing users back.

“With our Universal Reattribution tool, marketers are now able to get a more complete understanding of the performance of all their marketing channels – from ads to email marketing, web content and more,” said Christian Henschel, CEO and co-founder of Adjust.

“This type of reattribution requires a highly complex and fast technology to be useful and effective for marketers. We match every incoming session with its corresponding incoming click in real-time, whereas our competitors have opted to shortcut tracking by showing only the interactions that explicitly retarget previous users, and ignore other marketing outreach that also contributes to re-engagement.”