Tracking pre-installed Android apps for networks

There are different ways to help your Adjust clients track the success of their pre-installed apps on Android.

Here, you'll learn what you need to keep in mind when setting up pre-install tracking and building successful pre-install callbacks. If you have any questions, please contact

Before you begin

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


  • Your client's pre-install tracker token(s).
  • The ability to redirect users with customized referrer information.

Set up pre-install tracking

To run Adjust-tracked pre-install campaigns, follow these steps.

  1. Get the tracker token provided by the client.
    • Example: where abc123 is the tracker token. Tracker tokens may be six to eight characters long; always use the full tracker token.
  2. Format the referrer value using the required parameters.
    • Include the source of the install (either adjust_store or adjust_preinstall) and your client's Adjust tracker token(s).
    • Append any additional parameters to receive further campaign information.
  3. Redirect the user to the Google Play Store with the newly set up referrer.
Encode any information that follows referrer=. Double encode any callback URLs included with the referrer.

Example referrer


Parameters required for referrer

utm_sourceadjust_preinstall or adjust_store (these are interchangeable)
adjust_trackerAdvertiser's Adjust tracker token

Campaign parameters

You can include campaign information up to three sub-levels deep. We use the parameters shown below to report your campaign structure data.

To receive campaign information at the campaign, creative, or adgroup level, use these parameters.


Set up callbacks

Adjust lets you attach callback URLs directly to tracker URLs. This automatically fires a callback to your endpoint upon conversion. Use our Adjust Tracker Encoding Tool to make sure your formatting is correct.

To track installs, events, sessions, rejected installs and reattributions in your clients' pre-install campaigns, use the campaign parameters in the chart below.

Note: if you include callback URLs with the referrer, make sure to double encode them.

Callback parameters


Example referrer with callback appended

This example includes a callback, which is double encoded.