In-app events
Adjust allows you to track an unlimited amount of custom in-app events that measure user performance, all while remaining affiliated with their original source of install or latest reattribution. An in-app event can be any user action triggered within your app post install—an account creation, registration, or level completion can all be set as Adjust-tracked custom in-app events.

In-app event tracking is crucial because it allows you to identify the sources and behaviors of your most valuable users and provides insight into opportunities for optimisation, retargeting, or re-engagement. To start tracking events in Adjust, follow these steps:
  • Basic event setup: Create event tokens in the Adjust dashboard and implement in-app event tracking.
  • Advanced event setup: Customize your setup with custom user details and unique events.
For helpful information and best practices, see our general advice and suggested custom in-app events below.

General advice

In-app event tracking allows you to determine which advertising channels drive your most engaged users. You can measure in-app engagement through events such as registrations, level completions, and in-app purchases. But the insights you can achieve through in-app event tracking extend beyond user acquisition. You can analyze your users’ in-app behavior to:
  • Learn which features users rely on and avoid
  • See where in your app users gravitate towards immediately after install
  • Find out when users become frustrated: what is the last in-app event triggered before they become inactive?
You can create as many in-app events within Adjust as you want. However, to achieve the most concise and useful insights, it is usually best to limit the number of tracked events. For example, if your app includes multiple level completion events:
  • Instead of tracking every level completion, just create a milestone event on, e.g., level 3
  • Configure one level_completed event that is triggered for all level completions and add a callback parameter to identify the precise level in each instance. The same approach can be applied to other related events, such as purchases of different coin amounts or subscription lengths.
It is also possible to create one-time tracked events. These are unique events that are only tracked once per user.

Recommended in-app events by business vertical

Here are our recommended event lists for each app category. These are common events that will show how effective your user acquisition campaigns are and provide insights into your users’ in-app behavior. These in-app events can also indicate where to focus your re-engagement efforts. 


  • Tutorial completed
  • Gadget purchase
  • Purchase 100 coins
  • Purchase 500 coins
  • Purchase 1,000 coins
  • Sign up
  • Kids mode (revenue)
  • Facebook / social media share
  • Invite friend


  • Registration
  • Login
  • Search product
  • View listing
  • View product
  • Add to wishlist
  • Add to basket
  • First sale
  • Sale / checkout
  • Search
  • View search result
  • Make booking / reservation
  • Repeat booking
  • Cancel booking
  • Promo code
  • Confirm booking
  • Registration
  • Complete online check in
Finance and banking
  • Registration
  • Login
  • Account opened
  • Account confirmed
  • Make deposit
  • Make payment / pay bills
  • Credit card application
  • Loan application
  • Account closed
  • Find ATM
  • Forgot password / pin
  • Invite a friend
  • Registration
  • Free trial
  • Buy 1-month subscription
  • Buy 3-month subscription
  • Buy 6-month subscription
  • Subscription cancelled

Adjust event tracking terms and definitions

A quick vocabulary lesson for understanding Adjust event tracking:
  • In-app event: Any event triggered by a user within your app
  • Revenue event: Any in-app event associated with a monetary value
  • Cost per action (CPA): A generic term for traffic pricing based on the number of in-app events triggered by users
  • Cost per event (CPE): A generic term for traffic pricing based on the number of in-app events triggered by users
  • Conversion chain: A series of conversion events that a user can trigger within your app, i.e., click > install > purchase
  • Callback: An HTTP request made from one server to another server in order to transmit data. Adjust uses callbacks to submit tracked data to an external server endpoint.
  • Application program interface (API): A communication interface that allows two different systems to exchange data on the internet. Adjust provides APIs that allow you to send event data to our servers and later transmit tracked user information to your database or data warehouse via event callbacks.

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