Take your growth to the next level with Adjust’s setup guides, best practices, and FAQs.

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Integrate our APIs and open-source SDKs with your apps and business analytics.


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Placeholders are Adjust’s exclusive set of dynamic macros used to deliver device-level raw data to your servers using [server callbacks](/en/article/callbacks) or [cloud storage uploads](/en/article/cloud-storage-uploads). 

You can add as many placeholders to your data exports as you like to help measure the data points most relevant to your business needs. When you set up your callbacks, keep our [recommended placeholders](/en/article/recommended-placeholders-callbacks) in mind.


Value of the Adjust "label" parameter sent on click

Custom publisher parameters collected by the Adjust SDK (never displayed in Adjust Dashboard)

Apple Search Ads adId (for Default Product Page, -1 is set)

Download status: first or subsequent app download

Apple Search Ads country or region associated with camapign.

Unix timestamp of when the current temporary attribution expires. <a href="https://help.adjust.com/en/article/set-up-temporary-attribution">More details</a>

Reflects the temporary attribution window of the engagement (hours). <a href="https://help.adjust.com/en/article/set-up-temporary-attribution">More details</a>

Maximum time after the install callbacks are sent (hours)

Attribution window settings for device matching (hours)

Inactivity period required for reattribution (hours)

Timestamp of when the user moved to the fallback source. <a href="https://help.adjust.com/en/article/set-up-temporary-attribution">More details</a>

Timestamp of when the user moved to the fallback source, rounded to the nearest hour. <a href="https://help.adjust.com/en/article/set-up-temporary-attribution">More details</a>

Indicates if the activity happened on mobile or web

Attribution window settings for probabilistic matching (hours)

Reflects the temporary probabilistic matching reattribution window of the engagement (hours). <a href="https://help.adjust.com/en/article/set-up-temporary-attribution">More details</a>

Attribution window settings for probabilistic matching reattribution (hours)

Reflects the engagement's probabilistic matching reattribution fallback type. <a href="https://help.adjust.com/en/article/set-up-temporary-attribution">More details</a>

Inactivity period required for probabilistic matching reattribution (hours)

Reflects the temporary reattribution window of the engagement (hours). <a href="https://help.adjust.com/en/article/set-up-temporary-attribution">More details</a>

Attribution window settings for reattribution (hours)

Reflects the engagement's reattribution fallback type. <a href="https://help.adjust.com/en/article/set-up-temporary-attribution">More details</a>

Return 0/1 value based on whether the event was triggered within or outside of the callback TTL

User placement, as defined on the platform

iOS Bundle id obtained from SDK, fallback to app id filled in Adjust dashboard (iOS); package name (android)

App version number (Android); build-version-number for the bundle (iOS), a sanitised version of {app_version_raw}, fallback to 'unknown' when data is invalid

App version number (Android); build-version-number for the bundle, including small patch versions (iOS)

App version number (Android); release-version-number for the bundle as seen in app store (iOS)

Attributed click timestamp, rounded to the nearest hour

Time between click and install or reattribution in seconds

Activity timestamp, rounded down to the nearest hour

Activity timestamp with millisecond placeholders

ID of the user-agent returned by Device Atlas

1 if attributed to an engaged view, 0 if not

Engagement timestamp rounded to the nearest hour

1 if attributed to an impression, 0 if not

Attributed impression timestamp, rounded to the nearest hour

App download began timestamp (Android and Google Play Store only)

6-/7-character long Adjust tracker token for a user's first attribution source

Name of a user's first attribution source

Install (i.e., first app open) timestamp rounded to the nearest hour

1 if the impression is considered an engaged view by the partner, 0 if not

Indicating if an app downloaded from Google Play Store or not

1 if attributed to a server to server engagement, 0 if not

6-/7-character long Adjust tracker token of a reattributed user's previous tracker

A reattributed user's previous tracker name

6-/7-character long Adjust tracker token for outdated trackers in updated attributions

Encoded tracker name prior to attribution update

Reattribution timestamp, rounded to the nearest hour

timestamp Adjust server learned about activity (click, session, event)

User landed on app Play Store page timestamp (Android and Google Play Store only)

JSON payload of unix timestamp of SAN engagements

Store App ID filled in Adjust dashboard(App store, Google Play, Amazon store etc)

Time between latest app uninstall and subsequent reinstall in seconds

Time between app install (or latest reinstall) and subsequent uninstall in seconds

Uninstall timestamp (estimation based on last session time)

The account_id value received from FB in deeplinks

Marketer Placeholders