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Impression-based activity reporting for certain SANs

Certain self-attributing networks require Mobile Measurement Partners (MMPs) to report impression-based activities in a specific way in non-aggregated data. This requirement is intended to protect the privacy of the end-user. 

Which data sources are impacted?

How are callback strings impacted?

Below is an example of a callback string that Adjust normally sends in our non-aggregated data to clients. In this string, text within curly braces { } are Adjust placeholder -- macros that let Adjust dynamically add user or engagement data to the client's callback string. 

  • Standard string: https://mydatawarehouse.com/adjust/info?tracker={tracker}&tracker_name={tracker_name}&network_name={network_name}&campaign={campaign_name}&adgroup={adgroup_name}&creative={creative_name}

For certain SANs, Adjust sends a different kind of callback string for impression-based activities to clients. 

  • Compliant string: https://mydatawarehouse.com/adjust/info?tracker=unattr&tracker_name=Unattributed&network_name=Unattributed

Note the following changes to this string compared to the standard example:

  • tracker=unattr
  • tracker_name= Unattributed
  • network_name=Unattributed
  • Campaign, adgroup, and creative placeholders are dropped completely

About the tracker token:

The tracker token is a 6-7 character string that is Adjust's equivalent of a campaign id. Instead of sending a real tracker token to the client, all data that Adjust reports as "Unattributed" will return the tracker token as 'unattr'.

Which placeholders are impacted?

PlaceholderReported Value
{tracker}"unattr"
{tracker_name}"Unattributed"
{network_name}"Unattributed"
{campaign_name}""
{adgroup_name}""
{creative_name}""
{is_organic}false
{engagement_time}""
{engagement_time_hour}""
{conversion_duration}""
{click_time}""
{click_time_hour}""
{impression_time}""
{impression_time_hour}""
{reftag}""
{reftags}exclude impressions
{deeplink}""
{match_type}""
{first_tracker}"unattr" if first tracker is an impression
{last_tracker}"unattr" if last tracker is an impression
{outdated_tracker}"unattr" if outdated tracker is an impression
{first_tracker_name}"Unattributed" if first tracker is an impression
{last_tracker_name}"Unattributed" if last tracker is an impression
{outdated_tracker_name}"Unattributed" if outdated tracker is an impression
{fb_campaign_group_id}""
{fb_campaign_group_name}""
{fb_campaign_id}""
{fb_campaign_name}""
{fb_adgroup_id}""
{fb_adgroup_name}""
{fb_account_id}""
{fb_ad_objective_name}""
{fb_platform_position}""