Adding Additional Custom Data to Adjust Links

In most cases, you can add data to existing Adjust placeholders and supported parameters, so the data is available for aggregate reporting and analysis in the Adjust Suite and Datascape.

But, if you need to send additional custom data that does not fit into existing placeholders, you can use one of these approaches:

• Custom parameters (key-value pairs) added during link creation
• The label parameter (a single custom value that can be forwarded to callbacks and exports)

Before you start

• Use supported placeholders and parameters whenever possible to ensure your data is available for reporting and analysis.
• Use custom data approaches only for data that does not fit into existing placeholders.

Option 1: Custom parameters in Adjust links

Custom parameters are key-value pairs you add during link creation. Adjust includes them in the long link (full click URL).

Example

Custom parameters:

custom_param1=value1
custom_param2=value2

Long link example:

https://example.go.link?adj_t=abc123&custom_param1=value1&custom_param2=value2

When to use this option

Use custom parameters to pass custom data into the app for deep linking or for customizing in-app experiences.

How to retrieve this data

Since they are part of the Full Click URL, they can be retrieved, parsed and used within your deep link handling logic.

To pass these values as raw data to your systems, use dynamic callback parameters in your callback setup

Considerations

• Custom parameters are part of the long link (full click URL).
• Parameter keys must be unique.
• URL encoding is handled during link creation.

Option 2: The label parameter in Adjust links

The label parameter lets you send a single custom value that does not fit into Adjust’s other placeholders.

This is useful for sending network engagement information unrelated to attribution data. The custom value can be included in callbacks and appears in raw data exports.

When to use this option

Use label when:

• You need to send a single custom string value.
• You want the value included in raw exports and forwarded via callbacks or cloud storage uploads.

How it works

1. In the link creation flow, enter your custom value in the Label field.

2. This adds the adj_label parameter to your full click URL / Adjust Link. Example: https://example.go.link?adj_t=abc123&adj_label=Value

3. Add the {label} placeholder to your:

   • server callback URLs, or
   • cloud storage uploads

4. Adjust includes your label value in the callback or export output where {label} is used.

Choosing between custom parameters and label

Use custom parameters when:

• You need multiple values (key-value pairs)
• You need structured data for deep linking or in-app customization

Use label when:

• You only need one custom value
• You want a simple value forwarded to callbacks and included in raw exports

FAQ

Does Adjust recommend custom parameters and label over placeholders?

No. Use supported placeholders and parameters whenever possible, because they are designed for reporting and analysis across the Adjust Suite and Datascape.

Can I include multiple values in label?

The label field is intended for a single custom value. If you need multiple values, use custom parameters.

Do I need to encode values myself?

Encoding is handled during link creation.