Set up Meta in Adjust

With Adjust’s Meta integration, you can measure the performance of your marketing efforts on Facebook, Facebook Messenger, Instagram, and Facebook Audience Network.

Before you begin

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

Requirements

Important:
If you’ve migrated to Adjust, are a new client, or are adding a new app, you need to connect Adjust as a data source in Meta Events Manager. If you don’t complete this step, Meta can’t claim any engagements measured by Adjust.

Initial setup and review

To set up Meta for your app:

  1. Under Campaign Lab, select Partners.
  2. Select New partner.
  3. In the Partner selection screen, choose Facebook, and select Next.
  4. In the App selection screen, choose your app, and select Next.

You can now set your data sharing options and map Adjust events and parameters for Meta to receive.

Data sharing

Share data with Meta to optimize your campaigns. In the Data sharing screen, follow these steps.

Enable data sharing for Meta

  1. In the App ID field, enter your Facebook Developer App ID. Your Facebook Developer App ID comes from your Facebook Developer account. This App ID should be the same for all your apps in Adjust, regardless of platform.
    • Follow the steps in Meta documentation to find your Meta App ID.
  2. (Optional) In the Decryption key field, enter your decryption key. This enriches your raw data with certain campaign details for Android apps.
  3. (Optional) Select the Enable AdImpression Mapping (Android only) check box to maximize the value of in-app ad (IAA) impressions for your app promotion campaigns on Android.
    • You need to select the Ad revenue (from ad views) check box under Set your data sharing options for this to work.

Set your data sharing options

Once you enable data sharing, Adjust sends data from all attribution sources to Meta, by default. This includes data attributed to Meta, data attributed to other networks, and organic data.

You can choose to send additional data to Meta. This includes:

  • Ad revenue (from ad views): Sends your ad revenue callbacks to Meta. Your ad revenue data will display in Meta Ads Manager under fb_mobile_purchase. This value is hardcoded and cannot be changed.
  • Uninstalls and reinstalls: Sends uninstall and reinstall data to Meta. This is available only if you have purchased Adjust's Uninstall and Reinstall Growth Solution.
  • In-app revenue (from in-app purchases): Sends detailed revenue data to your Meta Ads Manager dashboard. You need to map events that generate revenue to share this data.
  • Parameters: Shares all partner parameters configured in the Adjust SDK for any activity you share with Meta. You usually need to map parameters to share this data.

(Android apps only) Maximize the value of your app promotion campaigns

From 24th October 2024, Meta is gradually rolling out the ability for Android apps to maximize the value of in-app ad (IAA) impressions for app promotion campaigns. If you want to use this optimization on Meta, Adjust will map your Ad revenue traffic to Meta's standard AdImpression event, instead of fb_mobile_purchase.

This optimization option is in limited availability. For more information, see Meta’s documentation. You need to check if you can set up IAA optimization for your Android apps in Meta:

  • If you do not see the Conversion event drop-down for your app’s performance goal, you may not yet have access to this optimization option.
  • If you can see the In-app ad impression option in the Conversion event drop-down but it's grayed out, it means that you have access to the new optimization but you are not yet eligible. In this case, you need to start sharing ad revenue data for Meta in Adjust before you can maximize value of in-app ad impressions for your Android app.
  • If you can see the In-app ad impression option in the Conversion event drop-down, and it's not grayed out, it means you can set up an IAA value optimization campaign for your Android app.

To forward ad revenue to Meta’s as an AdImpression event, under Enable data sharing, select the Enable AdImpression Mapping (Android only) check box.

(iOS apps only) Aggregated Event Measurement

Meta's Aggregated Event Measurement (AEM) is a protocol that measures app events from iOS 14.5 and later.

With AEM, you can set up two types of campaign:

  • Mobile App Install (MAI): for new user acquisition campaigns.

  • Mobile App Re-Engagement (MAE): for retargeting and re-engagement campaigns directed at existing users.

Adjust's Meta integration automatically supports MAI campaigns. So to get set up for MAI, you need to:

  1. Set up Meta as a partner.
  2. Map events that you want to send to Meta for measurement.

If you want to run MAE campaigns, you need to complete these two additional steps:

  1. Configure an app scheme and enable universal linking in your app.
  2. Turn on the toggle for Enable AEM for MAE. This indicates to Meta that they can use the Aggregated Event Measurement protocol to measure events from your app.

Once dashboard setup is complete and you're ready to launch your campaign, make sure to also set up your raw data to receive MAE campaign information.

Warning:
You must complete all setup steps before you enable the Enable AEM toggle. Enabling the toggle informs Meta that your app is ready for AEM. If any setup is incomplete, Meta won't be able to effectively measure your AEM campaigns.

Configure additional integration settings

  1. Adjust measures reattributions for Meta automatically. With the toggle for Enable reattribution measurement ON, Adjust sends all app sessions to Meta. If Meta can show a qualifying engagement, it will be awarded a reattribution.
  2. With the toggle for Enable limited data use (CCPA) ON, you stay compliant with CCPA. This signals to Meta when California-based users opt out of having their data disclosed or shared with third parties.

Map events

Note:
If you've already set up app event measurement in the Facebook SDK, don't set up event mapping between Adjust and Meta. This will duplicate your event data in Meta. If you have questions, reach out to support@adjust.com.

You can share in-app event data with Meta directly for precise targeting. This is required for event-based bid optimization.

Important:
For AEM VO and AEO campaigns, make sure you add the IP address for relevant server-to-server events you forward to Adjust.

Standard events

To optimize your Meta campaigns on Adjust events, you must link each event to one of the standard Meta events. Below you can see how each available Meta event appears in Adjust. Read Meta's documentation for more information about events.

  • fb_mobile_level_achieved
  • fb_mobile_add_payment_info
  • fb_mobile_add_to_cart
  • fb_mobile_add_to_wishlist
  • fb_mobile_complete_registration
  • fb_mobile_tutorial_completion
  • fb_mobile_initiated_checkout
  • fb_mobile_purchase
  • fb_mobile_rate
  • fb_mobile_search
  • fb_mobile_spent_credits
  • fb_mobile_achievement_unlocked
  • fb_mobile_content_view
  • Subscribe
  • StartTrial
  • AdClick
  • AdImpression
  • Contact
  • CustomizeProduct
  • Donate
  • FindLocation
  • Lead
  • PageView
  • Schedule
  • SubmitApplication

Custom events

With Meta’s custom event optimization, you can directly optimize custom app events from your campaign in Meta. These custom events are available to most App Install campaigns, including Automated App Ads and Manual App Ads.

All you need to do is link your Adjust events as custom events, and Adjust passes them to Meta for optimization.

If you selected In-app revenue (from in-app purchases) to send detailed revenue data to your Meta Ads Manager dashboard, you need to map events that generate revenue. To map your events, follow these steps.

  1. Select Map event.
  2. In the Adjust event list, select the Adjust event that you want to share with Meta.
  3. In the Partner event list, select the Meta event that corresponds to your Adjust event, or else enter a custom event name.
  4. Select Apply.

Map subscription events

Map subscription events that you want to share to the values that Meta can receive. Data for unmapped events is not shared with Meta.

If you have a multi-platform app, you can choose to share different events per platform with Meta. This lets you:

  • Set individual events to manage campaign strategies for each platform.
  • Customize data sharing per platform.

Under Map subscription events, follow these steps to choose the subscription events you want to directly send to Meta.

  1. Select Map event.
  2. In the Adjust event list, choose the Adjust event that you want to share with Meta.
  3. Under Partner event, you need to select the Meta event that corresponds to the Adjust event.
    1. For single platform apps and multi-platform apps with data sharing enabled for a single platform only, you map events for that platform only. For multi-platform apps with data sharing enabled for multiple platforms, you can:
      • Select Use platform-specific mapping to map separate events at the platform-level or to not map events for certain platforms.
      • Select Use global mapping to map the same events for all platforms.
    2. In the Partner event list, choose or enter a custom event name that you want to map the Adjust event to.
  4. Select Apply.

Now Meta will receive subscription event data for each of your linked events.

Subscription events - No revenue

Subscription events - Positive revenue

Map parameters

If the raw data parameters you collect in the SDK differ from the values supported by Meta, you can define mappings so that Meta can receive that data.

You can view this section only if you have selected Parameters under Set your data sharing options.

To map your parameters, follow these steps.

  1. Select Map parameter.
  2. In the SDK parameter field, enter the name of your Adjust partner parameter as written in the Adjust SDK.
  3. In the Partner parameter field, enter the corresponding Meta parameter name.
  4. Select Apply.

Adjust forwards custom event details directly to Meta for any of your linked events.

Review setup

Once you're done, review your selection and enable Adjust measurement for Meta on your app.

  1. In the Setup review screen, review your settings and make any necessary changes.
  2. Select Enable network to enable Meta measurement for your app.
Note:
You don't need to create a link for Meta. Links are created automatically after you set up and start running a campaign. Adjust then starts attributing users to your campaigns.

Campaign setup in Meta

Now that you've enabled Adjust measurement with Meta for your app, you need to set up your campaign in Meta.

  1. Set up your campaign in the Meta Ads Manager dashboard.
    • Corresponding links are created automatically and appear on the network details page.
  2. (Optional) Customize your attribution settings from the network details page. This is available only after you set up your campaign in the Meta Ads Manager dashboard.
    • Meta only claims click-based sessions in their API, not impression-based sessions. For this reason, Adjust can only measure click-based reattributions for Meta, not impression-based reattributions.