Meta raw data reporting for Android

Meta enables advertisers to enrich their raw data for Android using install referrers. Campaign metadata is appended to the Install Referrer in an encrypted format. To read the metadata, you need to use a Meta-provided decryption key for your app.

There are two supported install referrers that you can use to enrich your raw data:

  • The Meta Install Referrer (MIR)
  • The Google Play Install Referrer (GPIR)
Both install referrers provide more information about app installations originating from Meta applications such as Facebook and Instagram. However, MIR supports view-through and non-same session click-through attribution, which isn't supported by GPIR. Using MIR is highly recommended to get the most out of your Meta campaigns.

Before you begin

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




How it works

Using the install referrer solution, you can link a user’s in-app activity to their acquisition source for ads served on Android. This enables you to continue to measure the success of campaigns and identify key acquisition trends.

When a user installs your app, the install referrer collects referral content from the installation source. Meta shares this data using the install referrer’s API in an encrypted format. Adjust then extracts this data and decrypts it using your Meta decryption key.

A decrypted data string might look like this:

   "adgroup_name":"Test Ad Group",
   "campaign_name":"Test Campaign",
   "campaign_group_name":"Test Campaign Group",
   "publisher_platform":"Test Publisher Platform",

You can use placeholders to collect decrypted data in your raw data exports.

If you enable both MIR and GPIR, you will receive information from both sources. Adjust deduplicates MIR and GPIR information in Datascape, but you will still receive both sets of data in your raw data exports. You should prioritize MIR data over GPIR data.

What data isn't shared?

Meta does not send any of the following metadata:

The following metadata are available only when using MIR:

  • View-through conversions.
  • App events happening in Android app stores outside of the Google Play Store (for example, Galaxy Store and Amazon Appstore).

Set up the Install Referrer solution

To set up the install referrer solution and receive certain campaign-level details from Meta, follow these steps.

1. Update your Meta credentials in Adjust

To enable Adjust to decrypt the referrer metadata, you need to share your Install Referrer Decryption Key. This is a 64-character string made up of lowercase letters (a-f) and numbers (0-9). One decryption key is available per Meta app ID.

Example: 9fc19e01a8ac4db1404c23b1ea656047f9fcd5cb3befb0cf650a32ed919893ce

Find your Decryption Key

To find your Decryption Key, follow these steps.

  1. Log into the Meta developer portal.
  2. Navigate to My Apps in the top right corner.
  3. Select the app for which you would like to access your decryption key.
  4. Select Settings > Basic.
  5. Scroll to the Android section.
  6. Look for Install Referrer Decryption Key under the Google Play header.

Add your Decryption Key in Adjust

To add your Decryption Key in Adjust, follow these steps.

  1. Under Campaign Lab, select Ad Networks.
  2. Search for Facebook and select the link to go to the overview page.
  3. Select the Data Sharing tab to see a list of apps.
  4. Find the app you want to configure and select the Edit button ().
  5. Enter your Decryption key for each platform you want to configure.

2. Add Meta referrer placeholders to your callbacks

Adjust can use certain placeholders to send decrypted data from Meta in your raw data exports. To receive this information, update your callback URL or CSV definition with the necessary placeholders.

Available placeholders

{meta_install_referrer}The whole content of Meta install referrer, in decrypted format.
{meta_install_referrer_campaign_group_name}The "campaign_group_name" value from the whole Meta install referrer content.
{meta_install_referrer_campaign_group_id}The "campaign_group_id" value from the whole Meta install referrer content.
{meta_install_referrer_campaign_name}The "campaign_name" value from the whole Meta install referrer content.
{meta_install_referrer_campaign_id}The "campaign_id" value from the whole Meta install referrer content.
{meta_install_referrer_adgroup_id}The "adgroup_id" value from the whole Meta install referrer content.
{meta_install_referrer_adgroup_name}The "adgroup_name" value from the whole Meta install referrer content.
{meta_install_referrer_ad_id}The "ad_id" value from the whole Meta install referrer content.
{meta_install_referrer_account_id}The "account_id" value from the whole Meta install referrer content.
{meta_install_referrer_ad_objective_name}The "ad_objective_name" value from the whole Meta install referrer content.
{meta_install_referrer_publisher_platform}The "publisher_platform" value from the whole Meta install referrer content.

Reports and placeholder mapping

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
  • {meta_install_referrer_publisher_platform}
Meta Installs
campaign_nameCampaign name
Campaign ID
  • {meta_install_referrer_campaign_group_name}({meta_install_referrer_campaign_group_id})
 Android Facebook campaign test (123456789)
adgroup_nameAd Set Name
Ad Set ID
  • {meta_install_referrer_campaign_name}({meta_install_referrer_campaign_id})
 Android - US - Basic Ad Set (234567890)
creative_nameAd Name
  • {meta_install_referrer_adgroup_name}({meta_install_referrer_adgroup_id})
 Summer banner (345678901)

How Adjust displays network_name

Example callbacks

Example callback URL


Example callback populated with values

GPIR &PhMetaInstallReferrerAdObjectiveName=APP_INSTALLS&MetaInstallReferrerPublisherPlatform=facebook

For installs not attributed to Meta

If a referrer is attached to an install and the final attribution is awarded to another partner that is not Meta, you still receive the referrer information in your data.