Google Analytics

The Adjust Google Analytics integration makes it easy to pass data from Adjust to your Google Analytics dashboard. This guide describes how to configure your Adjust Dashboard to fill in attribution data in Google Analytics.

Before you begin

What you need to know

This document is for Adjust's legacy Google Analytics integration. This integration does not support Google Analytics 4.

Google Analytics and its related documentation use slightly different terminology. Refer to the Google Analytics naming conventions information below to compare Google’s terminology with Adjust’s.

Google Analytics naming conventions



Google Analytics provide 3 properties:

  • Web
  • App
  • App + Web

To activate the Google Analytics module in the Adjust Dashboard, you need a Tracking ID. This is only available only with a Web property.

To find your Tracking ID in Google Analytics, select Admin > Property > Property Settings.

The Firebase SDK only works with App + Web properties. Consequently, if you have the Firebase SDK integrated within your app you cannot use the Adjust Google Analytics module.

Active the module in the Adjust dashboard

To activate the module so that Adjust can share attribution data with Google Analytics:

In the Adjust Dashboard

  1. Navigate to your app and select your app options caret (^)
  2. Select Partner Setup > Add Partners > Google Analytics
  3. Enter your Google Analytics tracking ID in the TRACKING ID field
    • You can find this tracking ID in your Google Analytics admin panel. If your app has multiple country-specific tracking IDs, enter the global (top-level) tracking ID. Learn more.
  4. Select Save

Once you have completed these steps, Adjust immediately begins to forward install data to Google Analytics.

If your app includes the Google Analytics SDK

If your app has multiple Google tracking IDs

Customize the integration

To avoid duplicate data, do not set up event linking, revenue forwarding, or session forwarding in Adjust if the Google Analytics SDK is integrated into your app and already tracks in-app events, revenue, or sessions.

Forward Adjust-tracked events to Google Analytics

Event linking allows Adjust to pass detailed event data directly to Google Analytics. Every Adjust-tracked in-app event can be mapped to a predefined or custom Google Analytics event. A predefined event refers to a select list of preset labels that Google Analytics will use in organizing user data, while custom events refer to unique naming conventions determined by you, the account user.

To share in-app event data with Google Analytics:

In the Adjust Dashboard

  1. Navigate to your app and select your app options caret (^)
  2. Select Partner Setup > Google Analytics > Event Linking
  3. Select FILL ALL WITH EVENT NAMES to use the same event names on both Adjust and Google Analytics, or fill the fields with custom event names to appear on Google Analytics
  4. Select Save

Adjust will now forward event data to Google Analytics.

Forward revenue data to Google Analytics

Revenue forwarding allows Adjust to pass detailed revenue data directly to Google Analytics. After setting up event linking in Adjust, follow these steps to share in-app revenue data with Google Analytics.

In the Adjust Dashboard

  1. Navigate to your app and select your app options caret (^)
  2. Select Partner Setup > Google Analytics
  3. Toggle the Revenue Forwarding switch to ON

Adjust now forwards revenue data to Google Analytics.

Forward session data to Google Analytics

To share Adjust-tracked sessions and reattributions with Google Analytics, follow these steps:

In the Adjust Dashboard

  1. Navigate to your app and select your app options caret (^)
  2. Select Partner Setup > Google Analytics
  3. Toggle the Session Forwarding switch to ON

Adjust now forwards session data to Google Analytics.

Optimize the integration with parameters

You can optimize your Adjust Google Analytics integration with click parameters and partner parameters. These parameters make it easy to track insightful data specific to your app: for example, SKUs, transaction IDs, item prices, and more.

Follow the instructions below to share custom data with Google Analytics. This custom data will also be included in your own callbacks from Adjust.

Forward custom event data to Google Analytics

Partner parameters allow Adjust to collect custom event data from your app and transmit it directly to Google Analytics. From item categories to coupon codes, partner parameters are a useful way to collect and share detailed data specific to your app events.

Partner parameters must be set up within the Adjust SDK. For developer instructions, by platform, refer to the links below. (You can read Google’s specifications for each event parameter in the Google developers guide.)

Once the SDK modifications are complete, follow the steps below to enable parameter forwarding within the Adjust Dashboard and in the Adjust SDK.

Dashboard instructions

In the Adjust Dashboard

  1. Navigate to your app and select your app options caret (^)
  2. Select Partner Setup > Google Analytics
  3. Toggle the Parameter Forwarding slide to ON
  4. Select Partner Parameter Mapping
  5. In the partner parameter mapping tab, you will see two fields: FROM APP and TO GOOGLE ANALYTICS. In the FROM APP field, insert the name of your Adjust partner parameter, as written into the Adjust SDK. Then, in the TO GOOGLE ANALYTICS field, insert your corresponding Google-defined name.
  6. Select SAVE

Adjust will immediately begin forwarding custom event details directly to Google Analytics for any of your linked events.

SDK instructions

Instructions for other supported development platforms can be found on GitHub.

Required Google Analytics parameters

Before reviewing the full list of partner parameters supported by Google Analytics, note that Google requires the following parameters for every event (called “hit types” on Google):

Hit typeRequired parameter
itemin, ti

If these required parameters are missing, the events will be transmitted as events rather than Google’s specific hit types.

All accepted partner parameters

Here is the full list of available partner parameters you can set within the Adjust SDK for each event:

NameName in SDK: Example ValueTypeEventItemScreenviewTransactionNotes
Google Analytics User ID
userId: df45346424
stringyesyesyesyesThis optional but recommended parameter tags your Adjust-tracked traffic with Google Analytics' user ID. This allows Google to attribute traffic across a single user's devices.
Anonymize IPaip: 1booleanyesyesyesyesSender's IP address is anonymized only if any of the following examples are in the payload: &aip=&aip=0&aip=1, etc.
Campaign Content
cc: content
string, 500Byesyesyesyes 
Screen Name
cd: High Scores
string, 2048ByesyesyesyesCan be appended on click or within the SDK. The click value will override the SDK value.
Campaign ID
ci: ID
string, 100Byesyesyesyes 
Campaign Keyword
ck: Blue Shoes
string, 500Byesyesyesyes 
Campaign Medium
cm: organic
string, 50Byesyesyesyes 
Currency Code
cu: EUR
string, 10Bnoyesyesno 
Coupon Code
tcc: SUMMER08
string, 500Byesyesyesyes 
Google Display Ads ID
dclid: d_click_id
Document Encoding
de: UTF8
string, 20Byesyesyesyes 
Document Title
dt: settings
string, 1500Byesyesyesyes 
Event Action
ea: Action
string, 500Brequirednonono 
Event Category
ec: Category
string, 150Brequirednonono 
Event Label
el: Label
string, 500Byesnonono 
Event Value
ev: 55
Google Click ID
string, 500Byesyesyesyes 
Item Code/SKU
ic: SKU 45
string, 500Bnoyesnono 
Item Name
in: Shoe
string, 500Bnorequirednono 
Item Price
ip: 3.50
floatnoyesnonoPrecision of up to 6 decimal digits. Can be negative. Default is 0.
Item Quantity
iq: 4
intnoyesnonoDefault is 0.
Item Category
iv: Blue
string, 500Bnoyesnono 
Non-Interaction Hit
ni: 1
booleanyesyesyesyesThe following values specify whether a hit is non-interactive: 0 = interactive; 1 = non-interactive. The value for installs, sessions and reattributions is 0 as they require the user's app to be open.
Screen Colors Depth
sd: 24bits
string, 20Byesyesyesyes 
Screen Resolution
sr: 800x600
string, 20Byesyesyesyes 
Transaction Affiliation
ta: Member
string, 500Bnononoyes 
Transaction ID
ti: 0D564
string, 500Bnorequirednorequired 
Transaction Revenue
tr: 15.47
Transaction Shipping Cost
ts: 3.5
floatnononoyesPrecision of up to 6 decimal digits, can be negative, default is 0.
Transaction Tax
tt: 11.20
floatnononoyesPrecision of up to 6 decimal digits, can be negative, default is 0.
Viewport Size
vp 123x456
string, 20Byesyesyesyes 

Send tracker-level data to Google Analytics

You can pass campaign information and other data to Google Analytics by appending Google click parameters to your Adjust tracker URL. (Learn more about appending click parameters.)

Google Analytics supports the following click parameters:

NameAdjust Click Parameter NameGoogle Parameter Name: Example ValueTypeNotes
Campaign Medium
utm_medium: organic
string, 50B 
Campaign ID
utm_id: ID
string, 100B 
Google Display Ads ID
dclid: CL6Q-0XyqKUCFcgK2goddQuoHg
stringAutomatically appended by Google. This is not mandatory: if it is appended, it will override the automatically-appended Google Click ID.
Screen Name
cd: High Scores
string, 2048BCan be appended on click or by the SDK. The click value will override the SDK value.

Here is an example of an Adjust tracker URL generated through the Campaign Wizard with appended click parameters:[network macro for utm_medium or hardcoded value from the client]&utm_id=[network macro for utm_id or hardcoded value from the client]&dclid=[network macro for google display ads id or hardcoded value from the client]&gclid=[network macro for google click ID or hardcoded value from the client]&google_cd=[network macro for screen name or hardcoded value from the client]