Basic Adjust tracker URLs can record engagements and attribute users—but that's just the beginning. Use our advanced setup instructions to customize any of your Adjust trackers.
With Adjust's campaign structure parameters, you can create subtrackers and segment your attributed users.
To add campaign structure parameters to your tracker URL, select Campaign Structure and enter names for each sublevel you want to create. Adjust will automatically create sublevel trackers using the same settings as your top-level tracker.
When a user clicks on an Adjust tracker and is redirected to the Google Play Store, we map Adjust parameters to Google Play Store parameters like this:
When a user clicks on an Adjust tracker and is redirected to the App Store, and you have Send Data to iTunes Connect turned ON in the Dashboard, we map Adjust parameters to iTunes Connect parameters like this:
Tracker levels are permanent. Once you create a campaign-level tracker, it can't be edited or renamed to become an adgroup or creative-level tracker.
Empty campaign structure parameters are unknown. If your tracker URL doesn't include campaign structure parameters, the Adjust dashboard and all your data exports display the value unknown. To make sure similar data points are recorded at the same sublevel, we recommend setting the same values at each parameter across all tracked channels.
Formatting
Separate campaign parameters with an ampersand (&).
Only use lowercase: campaign not Campaign or CAMPAIGN
Check that campaign structure parameters are spelled correctly: adgroup not adgroups
Follow the hierarchy of sublevels: a campaign parameter cannot be appended to an adgroup-level tracker
If the hierarchy is not followed, only data from the lowest sublevel tracker will populate.
Use Adjust's additional parameters to pass custom data directly to your servers and define how users are redirected after clicking on your tracker URL. Additional parameters are available on network- and campaign-level trackers.
Label
The label parameter lets you send custom data that does not fit into any of Adjust's other placeholders. It is perfect for sending network engagement information unrelated to your attribution data (the custom value appears directly in your raw data exports).
To use this parameter, enter a value in the Label field and append the {label} placeholder to your callback URLs or CSV uploads. Now your callbacks will include your custom data.
Deeplink
Trackers with the deeplink parameter redirect users directly to a specific page within your app. This parameter overrides Adjust's default redirect to the app store and supersedes all other parameters. For more details and setup instructions, see our deep linking article.
Redirect
Trackers with the redirect parameter send users to a specific URL. This parameter overrides Adjust's default redirect to the app store and supersedes every parameter except deeplink.
Redirects are helpful when you want to send users to a custom landing page instead of the app store (for example, while you're running a special promotion). You can redirect users by device type or redirect all users to one location.
Universal redirects
To redirect all users to the same location, enter a URL in the Redirect field. Now your Adjust tracker will redirect all users to this location.
Example tracker with a universal redirect parameter:
To set different redirects for iOS, Android, Windows Phone, and Windows, select the Use platform specific redirects check box and enter your URLs. (Any blank fields will use Adjust's default redirect location to an app store.) Now your Adjust tracker will redirect users based on device type.
You can also manually add multiple platform-specific redirect parameters (with an encoded endpoint URL) to your tracker URLs in any order:
redirect_ios
redirect_macos
redirect_android
redirect_windows
redirect_windows-phone
Example tracker with platform-specific and universal redirect parameters:
This URL includes a redirect_android parameter and a standard redirect parameter, so Android devices will go to one location and every other platform will go to the common redirect endpoint.
Send select data points within redirects
Adjust can pass select data points within your redirect URL path. Use these Adjust placeholder macros to add data to your redirect URLs (before users are redirected):
Placeholder
Description
{reftag}
Random device reference tag
{is_organic}
1 if organic traffic, 0 if non-organic
{idfa}
ID for advertisers (iOS only)
{android_id}
Android ID (Android only)
{gps_adid}
Google Play Store advertising ID
{win_adid}
Windows advertising identifier
{fire_adid}
Fire OS advertising identifier
{mac_sha1}
Uppercase MAC SHA-1 hash
{mac_md5}
Uppercase MAC MD5 hash
{tracker_name}
Current tracker name
{network_name}
Network name, as taken from the tracker
{campaign_name}
Campaign name, as taken from the tracker
{adgroup_name}
Adgroup name, as taken from the tracker
{creative_name}
Creative name, as taken from the tracker
Note:
Remember to encode all placeholders, including the curly brackets (`{ }`).
Fallback
Trackers with the fallback parameter redirect off-platform users (that is, clicks from an unsupported OS) to a specific landing page. For example, if an Android user clicks your iOS tracker, the fallback parameter redirects them to your chosen URL instead of the Apple App Store.
To add a fallback parameter to your tracker, enter your off-platform URL in the Fallback field.
Fallbacks are not supported for browsers on macOS.
Starting with iPadOS 13, Apple identifies Safari users on iPad as macOS users. It is difficult to distinguish Safari traffic on iPad and macOS, and redirect it to different destinations. By default, Adjust redirects Safari traffic from iPad and macOS to the App Store, but only iPad users can install the app.
As a workaround, create a custom landing page (with a link to the App Store) and pass its URL in the redirect_macos parameter for your Adjust tracker or adj_redirect_macos parameter for your universal link. So, Safari users on iPad and macOS are sent to the custom landing page, and iPad users can use the link on this page to download the app.
Fallback landing page
iOS 13+
Starting with iOS 10.3, Apple users who click tracker URLs are redirected to Safari and asked (through a pop-up) to confirm or cancel their redirect to the App Store. Apple then redirects the user based on their ad environment and pop-up response.
Users who select Open go to the App Store, but users who select Cancel could be left unintentionally stranded—this is where Adjust's fallback landing page parameter (fallback_lp) comes in:
Ad environment
Pop-up response
Engagement Flow
Safari
Open
Safari > App Store
Outside Safari
Open
Ad environment > Safari > App Store
Safari
Cancel
Safari > user remains on ad page
Outside Safari
Cancel
With fallback_lp parameter: Ad environment > Safari > your fallback landing page
Without fallback_lp parameter: Ad environment > Safari > Adjust-designed landing page
Adjust trackers with the fallback_lp parameter "skip" Apple's pop-up and redirect all non-Safari users directly to your custom landing page. If you want these users to see Apple's pop-up first, follow the instructions outlined in "Add the Apple pop-up to your fallback landing page".
Adjust trackers without the fallback_lp parameter redirect non-Safari users (who cancel the App Store redirect) to an Adjust-created landing page. This page links to your app in the App Store.
To add a fallback_lp parameter to your tracker, enter your custom landing page URL in the Fallback Landing Page field. Users will see your custom landing page when Apple redirects them to Safari.
Note:
The fallback_lp parameter works with all Adjust parameters except the redirect parameter.
To include a fallback landing page with your Adjust raw universal link, append adjust_fallback_lp.
For iOS versions before 10.3, all users are redirected to the App Store without any interruption.
Add the Apple pop-up to your fallback landing page
Trackers with the fallback_lp parameter redirect all non-Safari users to your fallback page without showing Apple's pop-up.
If you'd like these users to see Apple's pop-up, add the following JavaScript to your fallback page: window.location.href = "https://apps.apple.com/app/idxxxxxxxxx"
Be sure to replace https://apps.apple.com/app/idxxxxxxxxx with your own store URL. Now, only non-Safari users who cancel the App Store redirect will go to your fallback landing page.
Fallback click
With the fallback click, you can accurately distinguish between organic and paid user attributions. Let's say you place a tracker URL behind a Download button on your website. Under last click attribution, any user who clicks this button gets attributed to your website—even if they came to your website after clicking an ad. With a fallback click on your tracker, only organic visitors are attributed to your mobile website, and visitors who came to your website through an ad get attributed to that source.
Trackers with the fallback_click parameter are only considered for attribution if no other trackers are available. This means that only users who would otherwise be organic get attributed to fallback click trackers.
To add this parameter to your tracker URL, turn on Fallback Click.
Example tracker with fallback click: https://app.adjust.com/abc123?engagement_type=fallback_click
Ad spend
You can track your mobile advertising spend down to the lowest campaign levels in Adjust. For more details, see our ad spend tracking article.
If you have a Business Pro (or higher) pricing plan, Adjust automatically tracks ad spend for all eligible trackers. In the Campaign Wizard, trackers linked to ad spend partners are marked with a white $ (if ad spend tracking is on) or a grey $ (if ad spend tracking is off).
To turn on (or turn off) ad spend tracking, turn on (or turn off) Ad spend.
Dynamic callback parameters
Use dynamic callback parameters (DCPs) to send custom campaign parameters at click or impression time. Use them to collect user-specific data for your internal system and receive network partner macros beyond Adjust's campaign parameters (campaign, adgroup, and creative). For more information, see Dynamic callback parameters.
If you don't customize your tracker's settings, we'll use your parent tracker's settings or (if those aren't customized either) your app-level settings.
Adjust's customizable attribution settings let you decide how long clicks and impressions are eligible for attribution.
Click-based attribution settings
Adjust supports two types of click-based attribution: device matching and probabilistic matching.
Click-based device matching
Click-based device matching is Adjust's main attribution method. We collect a unique device identifier from recorded clicks and installs, and if both IDs match, we can attribute that click to the install with 100% accuracy.
This is the most reliable way to attribute installs, so Adjust always looks for eligible clicks with matching device identifiers before using other attribution methods.
Click-based probabilistic matching
Click-based probabilistic matching is Adjust's secondary attribution method. We collect unique device characteristics (IP address, device name, user agent, etc.) from recorded clicks and installs, and if enough of these characteristics match, we can attribute that click to the install.
Device characteristics often change—for example, your IP address changes when you switch wifi networks—so probabilistic matching is most reliable over short time periods.
Adjust supports two types of impression-based attribution: device matching and probabilistic matching.
Note:
Adjust always prioritizes click-based attribution—we only use impression-based attribution when there's no available click data.
Impression-based device matching
Impression-based device matching is Adjust's main impression-based attribution method. We collect a unique device identifier from recorded impressions and installs, and if both IDs match, we can attribute that impression to the install.
Impression-based probabilistic matching
Impression-based probabilistic matching is Adjust's secondary impression-based attribution method. We collect unique device characteristics (IP address, device name, user agent, etc.) from recorded impressions and installs, and if enough of these characteristics match, we can attribute that impression to the install.
Device characteristics often change—for example, your IP address changes when you switch wifi networks—so probabilistic matching is most reliable over short time periods.
Reattribution is when an inactive user engages with a retargeting campaign, returns to your app, and gets a new attribution source in Adjust. You can turn on click-based and/or impression-based reattribution anytime.
For more details and FAQs, see our reattribution article.
