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Understanding the "Allow Reassignment" Feature

Overview

By default, once a user is assigned to a campaign and subsequently expires (based on your Assignment Expiration settings), they are never eligible to be assigned to that same campaign again.

The Allow Reassignment feature overrides this behavior. It allows users who have expired to be re-evaluated against the campaign’s Audience criteria and potentially enter the campaign again as if they were a new visitor.

How it Differs from Default Behavior

Feature Default Behavior With "Allow Reassignment"
Initial Evaluation Audience is evaluated on the first request of the first visit. Same; evaluation occurs on the first request.
Eligibility Once assigned, the user is linked to that campaign for life. Once expired, the user becomes a "blank slate" for that campaign.
Post-Expiration Returning users never see the campaign again. Returning users can be reassigned if they still meet Audience criteria.

Best Practices & Strategic Use Cases

This feature is best used when you want to target a user based on entry-only attributes (like a referring URL or marketing source) but want that experience to persist for the duration of a single visit and then reset.

  • Marketing Source Targeting: You want to show a promotion to users arriving from a specific social media ad. If they return tomorrow organically (without the ad link), you want the promotion to disappear.

    • Setup: Enable Allow Reassignment and set Expiration to "1 Visit."

  • Zip Code Geo-Targeting: Since Zip Code data is available at the Audience level but not the Trigger level, this allows you to re-verify a user's location eligibility each time they return to the site.

  • User-ID Based Lists: Useful for campaigns targeting specific, rotating lists of User GUIDs that may be updated frequently.

Critical Technical Notes & Warnings

This feature is disabled by default. Because it can cause user experience inconsistencies if misconfigured, please contact your account team to enable it.

1. The "Multiple Variation" Risk

We strongly recommend using this feature only for campaigns with a single Variation Group (no Control). When a user is reassigned, the system treats them as a brand-new visitor. If your campaign has multiple variations (e.g., Variation A and Variation B), a user who was in Group A during their first visit might be randomly reassigned to Group B on their second visit. This creates a jarring experience and "pollutes" your data.

2. Audience vs. Trigger Evaluation

Unlike using Triggers to show/hide content, using Allow Reassignment ensures that only visits where the user actually met the Audience criteria are included in your performance reports. This leads to cleaner data for source-specific campaigns.

3. Coordinating with Expiration Settings

This feature only triggers after a user has expired. If you want a user to be re-evaluated every time they visit the site, you must set your Assignment Expiration to:

  • Visits: 1

  • Duration: 1 Minute

  • Previous Visit Gap: 1 Minute