User rewards
Adjust’s dynamic click label lets you tag your app users with unique IDs to deliver custom rewards. Boost your install rate through invites while invigorating your existing users through customized in-app rewards. Find out how to set up an invite-reward scheme with Adjust in the steps below.

What is Adjust's label parameter?

The label parameter is an Adjust placeholder ({label}) that can be filled with custom user information. Add the label parameter to your tracker URLs, and Adjust will forward the value provided to your business intelligence (BI) system or app, through Adjust’s real-time or in-app attribution callbacks (iOS and Android).

Note: The label parameter value will not appear anywhere in the Adjust dashboard. Nor can networks receive the value through postbacks.

How can I use Adjust's label parameter to deliver user rewards?

You can use Adjust's label parameter in an invite-reward scheme to provide in-app bonuses to your existing users for every new user they successfully drive to install your app.

Invite-reward scheme

We've outlined invite schemes using Adjust’s real-time callbacks and in-app attribution callbacks. Attribution callbacks provide a way to immediately reward new users, as the information is handled within your app. Otherwise, attribution and real-time callbacks provide the same functionality.

Below are two example scenarios for an invite-reward scheme, one using real-time callbacks, the other using attribution callbacks.
Real-time callbacks
  1. Oscar, down to his last life in your game, clicks an in-app button to invite a friend in return for an extra life. This button contains an Adjust tracker URL with a label parameter appended.
  2. Your app populates the label parameter value with Oscar’s user ID
  3. Your app sends the tracker URL, now containing Oscar’s user ID, to Mike’s, e.g., email address
  4. Mike clicks the link containing Oscar's user ID, which takes him to the relevant app store, where he downloads and installs your app
  5. Mike’s install is attributed to the tracker link containing Oscar’s user ID as the value in the label parameter
  6. Adjust fires an install callback—with Oscar’s user ID appended—to your BI system
  7. Your BI system sends an in-app reward (in this case, an extra life) to Oscar for successfully inviting Mike
Attribution callbacks
  1. Oscar, down to his last life in your game, clicks an in-app button to invite a friend in return for an extra life. This button contains an Adjust tracker URL with a label parameter appended.
  2. Your app populates the label parameter value with Oscar’s user ID
  3. Your app sends the tracker URL, now containing Oscar’s user ID, to Mike's, e.g., email address
  4. Mike clicks the link containing Oscar's user ID, which takes him to the relevant app store, where he downloads and installs your app
  5. Mike’s install is attributed to the tracker link containing Oscar’s user ID as the value in the label parameter
  6. Adjust fires an attribution callback containing Oscar’s user ID to your app’s Adjust SDK
  7. Your app collects this information from the Adjust SDK and sends it to your BI system
  8. Your BI system sends an in-app reward (in this case, an extra life) to Oscar for successfully inviting Mike

Deliver user rewards with Adjust's label parameter

Requirements

  • A BI system set up to deliver user rewards
  • App-specific user IDs
  • An app set up to populate the label placeholder with the user ID and send out the newly populated tracker URL (via, e.g., email) to the invitee

Instructions

  1. Set up an install callback or attribution callback (Android and iOS instructions) containing the label parameter
  2. Create a tracker URL with a label parameter appended along with any other additional parameters you require
    • E.g.: https://app.adjust.com/abc123?label={user_id}
  3. Run your user reward campaign by placing your tracker URL behind an, e.g., in-app invite button
  4. Have your app populate the label parameter value with the user ID before sending the tracker URL to the invited user
  5. Once the invited user has downloaded and opened the app:
    • Your server receives an install callback from Adjust containing the label parameter filled with a user ID, or;
    • Your app’s Adjust SDK receives an attribution callback containing the label parameter filled with a user ID, which your app can collect and send to your server
  6. Your BI system delivers a user reward to the user ID received

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