Measure web-to-web campaigns

Adjust's Web Attribution solution lets you measure performance of your promotional web campaigns. By using our web SDK, you can attribute desktop properties, such as your web campaigns, websites, and web apps. Then, you can view your data in the same interface as your mobile properties.

Adjust only supports click attribution for websites. The solutions in this article are for web-to-web campaigns only, not web-to-app.

Partner support

Adjust supports measuring web campaigns for the following partners:

We do not send callbacks to networks for websites. More information on deploying conversion measurement (e.g. network measuring tags) is found here.

Adjust click URLs record the following parameter types:

• Google Ads and Bing Ads auto-tagging
• UTM (where auto-tagging is not available)

Set up network web measurement

To set up network web measurement, follow these steps:

1. Create a network-level link with the appropriate links for each network.
2. Enter a network name for each link (e.g., Facebook Website).
3. Replace the link token abc123 used in the examples with the token you generate.

It is recommended that you run a small budget campaign to test your Adjust setup on each of the networks before launching a larger-scale campaign.

Set up a Facebook web campaign

1. Log in to Facebook Ads Manager.
2. Add your Adjust link to the campaigns you want to measure.
3. Use the Preview URL function to check your Facebook setup.

In Facebook Ads Manager, you need to apply the Adjust click URL at the ad level.

Facebook dashboard options

You can record link structure parameters in the list below (left = Adjust parameters, right = Facebook parameters):

• campaign={{campaign.name}}
• adgroup={{adset.name}}
• creative={{ad.name}}

You can append the parameters to the click URL accordingly:

https://app.adjust.com/abc123?campaign={{campaign.name}}&adgroup={{adset.name}}&creative={{ad.name}}

Facebook UTM parameter options

The following list contains the UTM parameters used in lieu of auto-tagging (left = UTM parameters, right = Facebook parameters):

• utm_source=facebook
• utm_medium=paid_social
• utm_campaign={{campaign.name}}
• utm_content={{ad.name}}
• utm_audience={{adset.name}}
• utm_placement={{placement}}
• utm_ssn={{site_source_name}}

1. Append the parameters to the landing page URL:

https://example.com/?utm_source=facebook&utm_medium=paid_social&utm_campaign={{campaign.name}}&utm_content={{ad.name}}&utm_audience={{adset.name}}&utm_placement={{placement}}&utm_ssn={{site_source_name}}

1. Add a redirect parameter to the Adjust link URL.
2. Pass the encoded landing page accordingly:
   

https://app.adjust.com/abc123?campaign={{campaign.name}}&adgroup={{adset.name}}&creative={{ad.name}}&redirect=https%3A%2F%2Fexample.com%2F%3Futm_source%3Dfacebook%26utm_medium%3Dpaid_social%26utm_campaign%3D{{campaign.name}}%26utm_content%3D{{ad.name}}%26utm_audience%3D{{adset.name}}%26utm_placement%3D{{placement}}%26utm_ssn%3D{{site_source_name}}

Set up a Google Ads web campaign

To set up a Google Ads web campaign, follow these steps:

1. Log in to Google Ads account.
2. Create link URLs for each of the following partners based on the type of Google Ads web campaign that you're running:
   • Google Ads Display (Web app)
   • Google Ads Search (Web app)
   • Google Ads Performance Max (Web app)
   • Google Ads Video (Web app)
3. Enter campaign information for the following fields (see table) in order to receive the correct information for attribution.

We recommend you place the click URL at the campaign (or highest) level in the Google Ads dashboard. For measurement to work, select auto-tagging. Google Ads does not have dynamic parameters for campaign name or adgroup name.

When a user clicks your ad, the user is sent to the Final URL with the Final URL Suffix. If the user's browser supports parallel tracking, the URL is loaded and a click to the Tracking Template is fired. The URL is constructed as shown:

https://example.com/?adjust_referrer=adjust_external_click_id%3D{gclid}

If parallel tracking is not supported, Google uses sequential measurement and sends the user to the Tracking Template. Adjust redirects the user to the Final URL with Final URL Suffix.

Examples

https://app.adjust.com/abc123?campaign={campaignid}&adgroup={adgroupid}&creative={creative}_{placement}&redirect={lpurl}&external_click_id={gclid}

https://app.adjust.com/abc123?campaign={campaignid}&adgroup={adgroupid}&creative={keyword}_{matchtype}&redirect={lpurl}&external_click_id={gclid}

https://app.adjust.com/abc123?campaign={campaignid}&adgroup={adgroupid}&creative={network}&lpurl={lpurl}&external_click_id={gclid}

https://app.adjust.com/abc123?campaign={campaignid}&adgroup={adgroupid}&creative={creative}&lpurl={lpurl}&gclid={gclid}&gbraid={gbraid}&external_click_id={gclid}

Great job! Adjust can now start measuring your Google Ads web campaign. 

Within Google Ads you can use the Test button to check your link setup. However, you will not see any attribution from this in Adjust - these are not real clicks containing the gclid. Be aware that you may need to run a small budget campaign to test your setup, before launching something on a larger scale.

Set up a Bing Ads web campaign

In the Bing Ads dashboard, we recommend you place the click URL at the campaign (or highest) level. For measurement to work, you need to enable auto-tagging.

To set up measurement on the Bing Ads dashboard, refer to the following Bing articles:

• How do I set up final URL measurement?
• Using a final URL suffix
• How do I create an account measurement template?
• What parameters can I use?

When the user clicks an ad, either of the following happens:

• If the user's web browser supports parallel measurement - Bing sends the user to the Final URL with Final URL Suffix. At the same time that the user's browser loads the Final URL with Final URL Suffix, the user's browser fires a click to the Link Template.

• If the user's web browser does not support parallel measurement - Bing uses sequential measurement and sends the user to the Link Template. The Adjust server then redirects the user to the Final URL with Final URL Suffix.

Set up a Snapchat web campaign

To set up measurement on the Snapchat dashboard, refer to URL Parameters and Macros.

https://example.com/?utm_source=snapchat&utm_medium=paid_social&utm_campaign={{campaign.name}}&utm_content={{creative.name}}&utm_audience={{adSet.name}}&utm_placement={{placement}}&utm_ssn={{site_source_name}}

https://app.adjust.com/abc123?campaign={{campaign.name}}&adgroup={{adSet.name}}&creative={{creative.name}}&redirect=https%3A%2F%2Fexample.com%2F%3Futm_source%snapchat%26utm_medium%3Dpaid_social%26utm_campaign%3D{{campaign.name}}%26utm_content%3D{{creative.name}}%26utm_audience%3D{{adSet.name}}%26utm_placement%3D{{placement}}%26utm_ssn%3D{{site_source_name}}

Set up a Pinterest web campaign

To set up measurement on the Pinterest dashboard, refer to Add third-party and dynamic measurement to your ads.

An example URL:

https://app.adjust.com/abc123?campaign={campaignid}&adgroup={adgroupid}&creative={product_partition_id}&redirect={lpurl}

Pinterest does not have dynamic parameters for campaign name or adgroup name, and only supports the Shopping campaign type.