Adjust tracker URLs

Adjust trackers are your foundation for campaign tracking. Use tracker URLs to:

  • Link users to your app in the appropriate app store.
  • Record user engagement with ads.
  • Segment users by attribution source.
  • Redirect users based on device type.

Your trackers can live wherever there is engagement with your campaign media. For example, in-app advertisements, emails, search engine results, social media posts, mobile websites, on connected TV, and more. The placement of the actual tracker URL depends on what advertising channel you use.

Trackers overview

In Adjust, there are different types of tracker. The two most common are click trackers and impression trackers. These can be used in any type of mobile or web campaign and are created simultaneously in the Campaign Wizard. The third, connected TV trackers, are specifically for use in connected TV campaigns.

Click tracker

Impression tracker

Connected TV tracker

In the following sections, we discuss click and impression trackers. To learn more about connected TV trackers, visit our dedicated guide to Connected TV.

Tracker structure

All Adjust trackers contain an endpoint and tracker token, and many trackers also contain additional parameters to provide more information about the campaign or user engagement.

Adjust endpoint

Every tracker URL includes an Adjust server endpoint. The endpoint that is used is dependent upon the type of tracker.

Click and impression URLs redirect to two separate endpoints. This helps maintain the integrity of your attribution data, since clicks and impressions use different attribution windows.

Tracker typeAdjust endpoint
Click trackerhttps://app.adjust.com
Impression tracker or Connected TV trackerhttps://view.adjust.com/impression

Adjust tracker token

Adjust automatically creates a unique identifying token for every Adjust tracker. These tracker tokens contain 6 or more alphanumeric characters (for example: abc123) and appear after the endpoint of your tracker URLs.

Click and impression URLs for the same tracker use the same tracker token.

Campaign structure parameters

You can use campaign structure parameters to see what networks, campaigns, adgroups, and creative content your attributed users engaged with. Like UTM parameters on desktop web URLs, campaign structure parameters on Adjust tracker URLs offer valuable insights into where your mobile users come from.

Adjust tracker URLs support up to 4 levels of data. The network level corresponds to the name you give your tracker. The values for the campaign, adgroup, and creative levels are instead collected using campaign parameters on the tracker URLs. Use these to segment your data into the granularity you need.

Example top-level tracker URL with all three sublevels:


When users engage with your Adjust tracker, your network partners automatically fill in any campaign structure parameters. If you'd rather provide this data yourself, you can hardcode your own data values into your tracker URL.

Tracker URL FAQs

Are Adjust trackers for retargeting different to trackers for user acquisition?

Adjust trackers operate the same way for all campaigns. However, because retargeting focuses on specific customers, your tracker should always include a user's advertising ID. This lets you know your campaign is reaching the right audience.

iOS example
Android example