Set up Facebook
With Adjust’s Facebook integration, you can track performance marketing efforts on Facebook, Facebook Messenger, and Instagram.

Use our basic setup instructions to connect Adjust to Facebook and track your campaigns. When you’re finished, move on to the advanced setup instructions to turn on impression-based attribution, forward data to Facebook, and more.

Before you begin

Here's what you need to know before getting started.

Requirements

Basic setup

To connect your Adjust dashboard to Facebook Ads, follow these steps.
  1. Find your app and select your app options caret (^)
  2. Select Partner Setup 
  3. Select ADD PARTNERS, and select Add (+ icon) beside Facebook
  4. Enter your Facebook developer app ID in the APP ID field
  5. Select SAVE
Well done! Your basic setup is complete.
Navigate to your app and select your app options caret (^) Select Partner Setup At the bottom of the module, select ADD PARTNERS Select the add (+) icon beside Facebook Insert your Facebook developer app ID in the APP ID field Select SAVE

1. Navigate to your app and select your app options caret (^)

2. Select Partner Setup

3a. At the bottom of the module, select ADD PARTNERS

3b. Select Add (+ icon) beside Facebook

4. Insert your Facebook developer app ID in the APP ID field

5. Select SAVE

Advanced setup

Now that Adjust is connected to Facebook, customize your setup.

Turn on impression-based (view-through) attribution

Adjust does not automatically attribute installs to Facebook impressions. To turn on impression-based attribution, follow these steps.

Forward in-app revenue and purchases

Revenue forwarding lets you pass detailed revenue data directly to your Facebook Ads Manager dashboard.

To forward in-app revenue and purchases to Facebook, follow these steps.

  1. Find your app select the app options caret (^)
  2. Select Partner Setup > Facebook
  3. Turn on Revenue Forwarding
  4. Select Event Linking
  5. Find the revenue event(s) you want to link and update the field(s) with Fb Mobile Purchase
  6. Select OK
  7. Select SAVE
Now you'll see purchases and revenue amounts from Adjust displayed in your Facebook Ads Manager dashboard.
Navigate to your app select the app options caret (^) Select Partner Setup Select Facebook Toggle Revenue Forwarding to ON Select Event Linking Once in the event linking tab, find your purchase events and map them directly to fb_mobile_purchase in the drop-down list Select OK Select Save

1. Find your app select the app options caret (^)

2a. Select Partner Setup

2b. Select Facebook

3. Turn on Revenue Forwarding

4. Select Event Linking

5. Find the revenue event(s) you want to link and update the field(s) with Fb Mobile Purchase

6. Select OK

7. Select Save

Forward in-app events

Event linking (or mapping) lets you forward in-app event data directly to Facebook for more precise targeting. You can link every in-app event in Adjust to a preset Facebook name or a custom event name.

Note: If you have already set up app event tracking in your Facebook SDK, do not set up event linking between Adjust and Facebook. This will duplicate your event data in Facebook. If you have questions about your setup, please reach out to support@adjust.com.

To link in-app events to Facebook, follow these steps.
  1. Find your app and select your app options caret (^)
  2. Select Partner Setup > Facebook > Event Linking
  3. Find the event you want to link and update the field with a Facebook event name or your own custom name. For reference, the predefined Facebook labels are:

    • fb_mobile_level_achieved
    • fb_mobile_add_payment_info
    • fb_mobile_add_to_cart
    • fb_mobile_add_to_wishlist
    • fb_mobile_complete_registration
    • fb_mobile_tutorial_completion
    • fb_mobile_initiated_checkout
    • fb_mobile_purchase
    • fb_mobile_rate
    • fb_mobile_search
    • fb_mobile_spent_credits
    • fb_mobile_achievement_unlocked
    • fb_mobile_content_view
    • Subscribe
    • StartTrial
    • AdClick
    • AdImpression
    Facebook only builds custom or lookalike audiences for Adjust events mapped to Facebook events. Adjust events mapped to custom names are still tracked within the Facebook Analytics suite, but don’t appear in your Facebook Ads Manager.
  4. When you finish linking your in-app events to Facebook, select OK
  5. Select SAVE
Navigate to your app and select your app options caret (^) Select Partner Setup Select Facebook Select Event Linking Beneath each Adjust-tracked in-app event you will see a field Update this field with a predefined Facebook event or a custom naming convention Select OK Select Save

1.Find your app and select your app options caret (^)

2a. Select Partner Setup

2b. Select Facebook

2c. Select Event Linking

2d. Beneath each Adjust-tracked in-app event you will see a field

2e. Update this field with a predefined Facebook event or a custom naming convention. All predefined Facebook labels are listed on a per-event level within the drop-down menu of each label field in your Facebook module.

3. Once you've mapped the intended events between Adjust and Facebook, select OK

4. Select Save

Forward uninstalls

If you've purchased Adjust's uninstall and reinstall tracking, then Adjust automatically sends uninstall data to Facebook.

To stop forwarding Adjust-tracked uninstalls to Facebook, follow these steps.
  1. Find your app and select the app options caret (^)
  2. Select Partner Setup > Facebook
  3. Turn off Uninstall Forwarding
To share uninstall data with Facebook again, you can turn on Uninstall Forwarding at any time.

Forward custom data

Partner parameters (available in Adjust SDK version 4.0+) let Adjust collect custom data points from your app and forward them directly to Facebook.

First, set up partner parameters within the Adjust SDK (full list here). Then, turn on partner parameter forwarding in the Adjust dashboard.

To turn on partner parameter forwarding in Adjust, follow these steps.
  1. Find your app and select your app options caret (^)
  2. Select Partner Setup > Facebook
  3. Turn on Parameter Forwarding
  4. Select Partner Parameter Mapping
  5. In the FROM APP field, enter the name of your Adjust partner parameter (as written into the Adjust SDK). In the TO FACEBOOK field, enter your corresponding Facebook name.
  6. Select SAVE
Now that your partner parameters are connected to Facebook, Adjust will forward custom event details directly to Facebook for any of your linked events.
Navigate to your app and select your app options caret (^) Select Partner Setup Select Facebook Slide the Parameter Forwarding toggle to ON Select Partner Parameter Mapping In the <b>FROM APP</b> field, insert the name of your Adjust partner parameter, as written into the Adjust SDK In the TO FACEBOOK field, insert your corresponding Facebook-defined name Select SAVE

1. Navigate to your app and select your app options caret (^)

2a. Select Partner Setup

2b. Select Facebook

3. Slide the Parameter Forwarding toggle to ON

4. Select Partner Parameter Mapping

5a. Once in the partner parameter mapping tab, you will see two fields: FROM APP and TO FACEBOOK. In the FROM APP field, insert the name of your Adjust partner parameter, as written into the Adjust SDK.

5b. In the TO FACEBOOK field, insert your corresponding Facebook-defined name

6. Select Save

Developer guides for partner parameters

Forward data for Facebook Dynamic Product Ads

Facebook Dynamic Product Ads are a powerful retargeting tool. They let you show the most relevant products to the users of your app who are most likely to re-engage across mobile and other devices. For example, Dynamic Product Ads let Facebook show an ad with the specific pair of shoes a user had in their cart on your shopping app but failed to purchase.

Adjust collects and passes relevant product data for an event using partner parameters, which allow you to use this data in your Facebook Dynamic Product Ads setup.

To start tracking your Dynamic Product Ads, follow these steps.
  1. In Facebook, set up your product catalog, product feeds, and product sets in the Facebook interface
  2. Set up partner parameters in your SDK
  3. Create events to track users passing through your apps
Note: All partner parameters, keys, and values must be alphanumeric and cannot contain any special characters.

Requirements

  • You must track a minimum of three events: the view, the addition to the user’s cart, and the purchase. Facebook uses the following event names for these Dynamic Product Ad events:

    Event nameDescription
    fb_mobile_content_viewWhen a user has viewed a product
    fb_mobile_add_to_cartWhen an item has been added to the cart
    fb_mobile_purchaseWhen an item/items have been purchased
  • Each event requires two parameters to be successfully triggered: one for the item ID and one to distinguish whether it is a product or product group ID. Here are the required and additional parameters:

    Field nameDescriptionTypeRequired
    fb_content_typeEither product or product_groupStringYes
    fb_content_idThe retailer's product or product group ID(s). This should be a string containing a JSON-encoded array of IDs.StringYes
    _valueToSumThe value of the product or purchase amountStringNo
    fb_currencyThe currency of the product or purchase amountStringNo

Warning: There is a 25-parameter limit per-event: for each event, only the first 25 parameters are logged. If you have more than 25 parameters, you may need to deactivate some parameters. All non-standard events can be activated within your app analytics tool. However, you cannot deactivate parameters for any of your standard events.

Track Facebook Pixel events

Adjust's webview bridge lets you track Facebook Pixel events without integrating the Facebook SDK into your app. Our webview bridge passes your Facebook Pixel events to the Adjust SDK as app events, along with all related fields as partner parameters.

To implement Adjust's webview bridge, see our Facebook Pixel integration guide for developers on Github.

Integration details

Facebook prohibits Adjust (and all other Facebook Marketing Partners) from storing attribution data for longer than 150 days. After that, Adjust continues tracking, but automatically displays all Facebook-attributed users within a separate tracker called Expired Attributions. This change applies retrospectively, so all previously tracked event and session data remains with its user, under the Expired Attributions campaign-level tracker.

Expired attributions are listed at the campaign level (sublevel 1) for the following sources:
  • Facebook Installs
  • Off-Facebook Installs
  • Instagram Installs
  • Messenger Installs
Note: Expired attributions are a display modification and not considered reattributions in Adjust.

Tracking Facebook ad spend in Adjust

A Facebook ad account lets you manage your ads on Facebook. To enable ad spend tracking, link your Facebook ad account to your Adjust dashboard using the instructions below.

Link a Facebook ad account to your Adjust dashboard

  1. Select MENU to open the main navbar and go to Partner Ad Accounts > Facebook
  2. Select ADD ACCOUNT, use your login credentials, and confirm that Adjust can manage your ads
To view a complete list of linked ad accounts, select Settings (gear icon) on an account. Adjust can access ad spend data for every linked account. Access can be turned on and off for each account via the toggles.

If you want to remove any connection between a Facebook account and Adjust, select Settings (gear icon) on an account and select UNLINK.

FAQs

Can I use deep links in my Facebook campaigns?

Yes! The Adjust SDK supports deferred deep linking on Facebook. If you want to run deferred deep linking campaigns and have integrated the Facebook SDK into your app, please notify wizards@adjust.com before you go live.

Define your app’s deep link scheme on Facebook in your app settings and reaffirm it at the time of campaign creation. Because Facebook tracker URLs are automatically generated at the time of click, you don’t need to create Adjust tracker URLs with deep link parameters appended.

Can I use Adjust tracker URLs in my Facebook posts?

Yes, an Adjust tracker URL can be placed within a Facebook status update or wall post to track click-to-install conversions.

To use Adjust tracker URLs in Facebook posts, follow these steps.

In the Adjust dashboard
  1. Create an Adjust tracker URL
  2. Append any relevant campaign structure parameters 
  3. Copy the complete Adjust tracker URL to your clipboard
On Facebook
  1. Create your Facebook status or wall post
  2. Paste the complete Adjust tracker URL into the post. Here, your app icon and title will automatically display. However, you can delete this preview by pressing the x in the top right corner of the window.
  3. Select Post to set your post live
Adjust's API integration with Facebook is only used for tracking mobile app install ads, and engagement and re-engagement campaigns. Therefore, all clicks on Adjust-tracked posts will be attributed via our fallback method of fingerprinting attribution, using the attribution window specified within your Adjust dashboard.

Can Adjust send Facebook attribution data to my BI system? 

Yes, but only if you’ve set up real-time callbacks and activated the Advanced Mobile Measurement conditions in your Facebook account. Failure to activate the Advanced Mobile Measurement conditions prevents Adjust from forwarding any campaign details to your servers, so that only network (top level) information appears.

Note: Only account administrators can activate Advanced Mobile Measurement in Facebook.

To send Facebook attribution data to your BI system, follow these steps.

On Facebook

  1.  Log in to the Facebook ad account that owns the Facebook app
  2. Activate Advanced Mobile Measurement by approving the terms and conditions.

    Once complete, Adjust will be notified. All Adjust requests to Facebook will be tagged for Advanced Mobile Measurement, and all Facebook conversion data will be available to you via real-time callbacks.
In the Adjust dashboard
  1. Navigate to your app and select your app options caret (^)
  2. Select All Settings > (DATA MANAGEMENT) Raw Data Export
    • Create a real-time callback, or;
    • Set up a CSV upload

What Facebook/Facebook Messenger/Instagram campaign data does Adjust report?

In Adjust, your Facebook campaign data will automatically appear as:
  • network (top level): Facebook Installs / Facebook Messenger Installs / Instagram Installs
    • campaign (sublevel 1): Campaign
      • adgroup (sublevel 2): Advert Set
        • creative (sublevel 3): Ad ID 
Every sublevel in Adjust will display as Name (ID). Each unique ID is generated automatically for each Campaign, Adset, and Ad ID.

What are Off-Facebook Installs? 

Off-Facebook installs are installs generated from the Facebook Audience Network.

 Why aren't my Facebook campaigns tracking in Adjust?

There are several possible explanations:

Review your basic setup. Once you've inserted your Facebook developer app ID in the appropriate field of your Adjust dashboard Facebook module, Adjust will track all of your Facebook campaigns automatically. See our full instructions for activating Adjust's integration with Facebook.

Installs claimed by Facebook fall outside of the attribution window. Adjust will only report installs in instances where conversions have occurred within the applicable last-click attribution window. Therefore, if Facebook reports an install outside of Adjust's attribution window, the install could be attributed as Organic or to another Adjust tracked source. Verify your Adjust attribution window settings.

Why does my Adjust dashboard show fewer installs than Facebook?

In the case of a reported install discrepancy, we always recommend that you consider the following:

Different attribution windows. Facebook offers a variety of attribution models (click- or impression-based) and last engagement attribution windows (7 day, 28 days, etc.). However, Adjust automatically tracks all installs within a 7-day last-click attribution window. Confirm that the attribution window on both platforms are the same. You can edit your Facebook attribution window or Adjust attribution windows (All Settings > (SETTINGS) Attribution) to match.

Different time zones. Confirm that the time zones on both platforms are the same.

Different conversion dates. Facebook reports conversion events as the day of click, while Adjust reports conversions on the day of install (i.e., first app open). To view your installs by conversion date in Facebook, use the FB Ads Insights API.

Assess your acquisition strategy. If you are advertising on multiple channels, is it possible that a reported Facebook user could have been attributed elsewhere within Adjust?

Note: Since Facebook is a self-attributing partner, Adjust sends all recorded installs to Facebook (through our API integration) to claim attribution. In return, Facebook responds to Adjust with click data and the intent of being rewarded attribution. If Facebook has a record of a user's prior ad engagement (via click timestamp) then they will report the install within the Facebook dashboard. However, as an agnostic third-party attribution partner, Adjust considers all tracked inventory before making attributions. This means that even though Facebook claims a user's install, Adjust will only attribute the user to Facebook providing that it is the most recent source of ad engagement (within the applicable attribution window). Therefore, it is possible that a Facebook-reported user may be attributed elsewhere within Adjust.

Why does my Adjust dashboard show more installs than Facebook? 

This only happens when you have set up several Facebook ad accounts for the same app. Since Adjust automatically consolidates all of your app's installs, these numbers reflect the total number of installs driven across all of your FB ad Accounts.

Why do my Facebook re-engagement campaigns show different numbers of engagements and/or events in the Adjust dashboard than on Facebook?

Adjust and Facebook measure re-engagement campaigns differently (event-based for Facebook, user-based for Adjust). As a result, the number of engagements and events on each dashboard might not match.

Facebook's event-based attribution uses events as its re-engagement campaign performance metric. A click on a re-engagement ad is only attributed to an in-app event that occurs within a 28-day attribution window. Multiple engagements with the same ad followed by in-app events will each register as new re-engagements.

Adjust's user-based attribution model means that a reattribution is when a user has been inactive (i.e., had no in-app sessions) for a specific period of time (the inactivity period), then engages with an ad before returning to the app (i.e., triggering a new session) within the reattribution window. If a user re-engages with the same ad and returns to the app again, this will not count as a new reattribution, only a new session.

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