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Meta enables advertisers to enrich their raw data for Android using install referrers. Campaign metadata is appended to the Install Referrer in an encrypted format. To read the metadata, you need to use a Meta-provided decryption key for your app.
There are two supported install referrers that you can use to enrich your raw data:
The Meta Install Referrer (MIR)
The Google Play Install Referrer (GPIR)
Note:
Both install referrers provide more information about app installations originating from Meta applications such as Facebook and Instagram. However, MIR supports view-through and non-same session click-through attribution, which isn't supported by GPIR. Using MIR is highly recommended to get the most out of your Meta campaigns.
Using the install referrer solution, you can link a user’s in-app activity to their acquisition source for ads served on Android. This enables you to continue to measure the success of campaigns and identify key acquisition trends.
When a user installs your app, the install referrer collects referral content from the installation source. Meta shares this data using the install referrer’s API in an encrypted format. Adjust then extracts this data and decrypts it using your Meta decryption key.
You can use placeholders to collect decrypted data in your raw data exports.
Warning:
If you enable both MIR and GPIR, you will receive information from both sources. Adjust deduplicates MIR and GPIR information in Datascape, but you will still receive both sets of data in your raw data exports. You should prioritize MIR data over GPIR data.
To enable Adjust to decrypt the referrer metadata, you need to share your Install Referrer Decryption Key. This is a 64-character string made up of lowercase letters (a-f) and numbers (0-9). One decryption key is available per Meta app ID.
Adjust can use certain placeholders to send decrypted data from Meta in your raw data exports. To receive this information, update your callback URL or CSV definition with the necessary placeholders.
If a referrer is attached to an install and the final attribution is awarded to another partner that is not Meta, you still receive the referrer information in your data.