Meta aggregated reporting

Here you can find details about how Adjust reports aggregated campaign data from Facebook, Instagram, Facebook Messenger, and Facebook Audience Network (Off-Facebook installs).

To align the data received from Meta referrer placeholders to our reporting, Adjust uses the following mappings.

Adjust attribution fieldMeta reportingPlaceholderExample value
network_namePublisher platform
  • {fb_install_referrer_publisher_platform}
Meta Installs
campaign_nameCampaign name
Campaign ID
  • {fb_install_referrer_campaign_group_name}({fb_install_referrer_campaign_group_id})
 iOS Meta campaign test (123456789)
adgroup_nameAd Set Name
Ad Set ID
  • {fb_install_referrer_campaign_name}({fb_install_referrer_campaign_id})
 iOS - US - Basic Ad Set (234567890)
creative_nameAd Name
Ad ID
  • {fb_install_referrer_adgroup_name}({fb_install_referrer_adgroup_id})
 Summer banner (345678901)

Meta automatically generates a unique ID for each Campaign, Adset, and Ad ID, so every sublevel displays as Value (ID string).

Expired attributions

Meta prohibits Adjust (and all other Meta Business Partners) from storing attribution data for longer than 150 days. After that, Adjust continues recording, but automatically displays all Meta-attributed users under Expired Attributions. This change applies retrospectively, so all previously measured event and session data remains with its user, under the Expired Attributions campaign-level link.

Expired attributions are listed at the campaign level (sublevel 1) for the following sources:

  • Facebook Installs
  • Off-Facebook Installs
  • Instagram Installs
  • Facebook Messenger Installs

Expired attributions are a display modification and not considered reattributions in Adjust.