Track CTV app campaigns on Roku Endemic Media

With Adjust's Roku Endemic Media integration, you can track campaigns you run on Roku inventory to measure the number of app installs on connected TV devices. This lets you see engagement data from the platform's media environments, such as on the screensaver, as well as inside channels.

Here, you can find information about how to connect Adjust to Roku Endemic Media in the Adjust dashboard, and send Adjust data server-to-server (S2S).

Not looking to promote your CTV app on Roku inventory? Adjust integrates with different Roku services to measure different types of campaign.

With Roku OneView for CTV you can promote mobile apps on connected TV:
  • Set up cross-device tracking on OneView

    With the Roku OneView module you can measure your mobile app attribution and event data:
  • Activate the Roku OneView module
  • Before you begin

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


    • A Roku Channel ID
      • To find your Channel ID, log into and view your channel's properties. Your ID can be found in the address bar.


    S2S attributionS2S attribution is an exclusive integration that cannot be used in conjunction with the Adjust SDK
    Endemic advertisingPlacing adverts in a natural environment to their market

    Integration details

    Adjust's S2S integration with Roku cannot be used in conjunction with the Adjust SDK.

    Roku is a self-attributing network. This means that Adjust sends Roku data for all of your app's installs and Roku self-attributes using their own engagement data. Roku attributes using a 14-day lookback window for all endemic media exposures, including both clicks and impressions.

    Roku reporting structure

    Here's how Roku campaign data is reported in Adjust:

    • Network = Roku
    • Campaign = campaign_id
    • Adgroup = line_item_id
    • Creative = creative_id

    Supported device identifiers

    IDID TypeFormat
    IDFARaw Apple advertising IDUppercase, with hyphens
    GPS_ADIDRaw Google advertising IDLowercase, with hyphens
    FIRE_ADIDRaw Amazon Fire advertising IDLowercase, with hyphens
    WIN_ADIDRaw Windows advertising IDWithout hyphens
    RIDARaw Roku advertising ID 
    OAIDRaw Huawei advertising IDLowercase, with hyphens

    Roku has their own device identifier called RIDA. Users on Roku devices can reset it at any time or disable it to avoid targeted advertising. If Roku cannot track the RIDA of a Roku device, they can still make an attribution claim using probabilistic modeling.

    Dashboard setup

    When you activate the Roku Endemic Media module integration, Adjust immediately begins to forward activity data to Roku for attribution.

    To activate the module, follow these steps in the Adjust dashboard:

    1. Find your app and select your app options caret (^).
    2. Select Partner Setup.
    3. Select ADD PARTNERS and select Add (+ icon) beside Roku Endemic Media.
    4. Enter your Channel ID.
    5. Select SAVE.

    Manage event linking

    To link events to Roku, follow these steps.

    1. Find your app and select your app options caret (^).
    2. Select Partner Setup.
    3. Enter Roku Endemic Media.
    4. Select Event Linking.

    Under each Adjust-tracked in-app event you will see a field with a drop-down menu. Use the dropdown menu to select a predefined Roku event that maps to your Adjust-tracked event. Custom events cannot be sent to Roku.

    Roku Event NameDescription
    trialDevice initiated a trial period of an app
    sign-upDevice signed up for a product or service
    subscriptionThe ongoing event that signifies a device’s subscription status
    QSSTrigger QSS on Video Views exceeding 5 minutes of contiguous video playback time. A single video view of 60 minutes, for example, will result in a single QSS event.
    FQSSThe first QSS for that app
    text_searchText Search Initiated
    voice_searchVoice Search initiated 
    video_streamVideo Playback Initiation (Request for Video Stream)
    est_transactionEST Transaction (Entertainment Sell Thru) - a one time purchase
    first_video_viewVideo View (First time video view will map to Roku FTV
    video_viewVideo Metadata (Detailed Content View - Content BOB Info in terms of - Network, Title, Genre, Type, Rating)
    Ad_initiatedCSAI or SSAI In-Stream Ad Initiated

    Server-to-server integration

    Adjust needs to enable this feature for you. Contact your Technical Account Manager or to proceed.

    With the Roku Endemic Media module enabled in the Adjust dashboard, you can now set up server-to server integration with Adjust. This means you only send Adjust in-app session and event data through S2S API calls.


    • For details on the requirements for your in-app solution, refer to Adjust's server-to-server attribution checklist.
    • All requests to Adjust servers must be made in the same sequential order they occur on the device.
    • Always include the os_name in your request. This can be:
      • android
      • ios
      • fire-tv
      • roku
      • vizio

    Send sessions

    Sessions are the base of all attribution and tracking in Adjust. They trigger when a user resumes using an app from the background or when they open the app.

    To send Adjust sessions, use our S2S sessions API.


    Send in-app events

    To send Adjust in-app event data, use our S2S events API.


    Export your data


    You can use the following placeholders to get specific Roku datapoints in your raw data exports.

    {RIDA}Roku's device ID
    {roku_content_id}Content or Ad Unit ID displayed
    {roku_placement_type}Shows the value of the ad slot where the ad is being run on the Roku platform.
    It can include values such `mychannels` (homescreen banner) and `screensaver` (screensaver banner)