Link parameters
Use Adjust's link parameters to pass custom data directly to your servers and define how users are redirected after clicking your link URL. These parameters are available on network-level and campaign-level links.
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 server callback URLs or cloud storage uploads. Now your callbacks will include your custom data.
Links 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.
Links 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 URL field. Now your Adjust link will redirect all users to this location.
Example link with a universal redirect parameter:
https://app.adjust.com/abc123?redirect=https%3A%2F%2Fwww.common-redirect-website.com%2Fmy-appPlatform-specific redirects
To set different redirects for iOS, Android, Windows Phone, and Windows, select the Use platform-specific URLs check box and enter your URLs. Any blank fields will use Adjust's default redirect location to an app store. Now your Adjust link will redirect users based on device type.
You can also manually add multiple platform-specific redirect parameters (with an encoded endpoint URL) to your link URLs in any order:
redirect_iosredirect_macosredirect_androidredirect_windowsredirect_windows-phone
Example link with platform-specific and universal redirect parameters:
https://app.adjust.com/abc123?redirect_android=https%3A%2F%2Fandroid-website.com%2Fmy-app&redirect=https%3A%2F%2Fwww.common-redirect-website.com%2Fmy-appThis 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 link name |
{network_name} | Network name, as taken from the link |
{campaign_name} | Campaign name, as taken from the link |
{adgroup_name} | Adgroup name, as taken from the link |
{creative_name} | Creative name, as taken from the link |
Links 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 link, the fallback parameter redirects them to your chosen URL instead of the Apple App Store.
Example link with a fallback URL:
https://app.adjust.com/abc123?fallback=https%3A%2F%2Fwww.yourwebsite.com%2F
Fallbacks 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 link 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.
Starting with iOS 10.3, Apple users who click link 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 links 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 links 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 link, 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_lpparameter works with all Adjust parameters except theredirectparameter. - 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
Links 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.
This is supported for custom links only.
With the fallback click, you can accurately distinguish between organic and paid user attributions. Let's say you place a link 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 link, only organic visitors are attributed to your mobile website, and visitors who came to your website through an ad get attributed to that source.
Links with the fallback_click parameter are only considered for attribution if no other links are available. This means that only users who would otherwise be organic get attributed to fallback click links.
To add this parameter to your link URL, turn on Fallback Click.
Example link with fallback click:https://app.adjust.com/abc123?engagement_type=fallback_click
You can record your mobile advertising spend down to the lowest campaign levels in Adjust.
For more information, see Include ad spend parameters in the link.
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.
You can use the following flowchart to see how Adjust routes users when they interact with links using certain parameters.
