Marketer Placeholders

Placeholders are Adjust’s exclusive set of dynamic macros used to deliver device-level raw data to your servers using server callbacks or 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 in mind.

Placeholder
Description
Example
Suggested data type
Availability
{app_token}
Adjust unique app token
123456789abc
varchar
{label}
Value of the Adjust "label" parameter sent on click
literally_anything
varchar
{publisher_parameters}
Custom publisher parameters collected by the Adjust SDK (never displayed in Adjust Dashboard)
%7B%22item%22%3A%2287%22%2C%22category%22%3A%223%22%7D
varchar
{secret_id}
Secret ID for the SDK signature
1
integer
{amazon_ads_site_name}
Amazon Ads Site Name
My Amazon Site
varchar
{amazon_ads_source_name}
Amazon Ads Source Name
My Amazon Source
varchar
{iad_ad_id}
Apple Search Ads adId (for Default Product Page, -1 is set)
542317136
integer
{iad_conversion_type}
Download status: first or subsequent app download
Download; Redownload
varchar
{iad_country_or_region}
Apple Search Ads country or region associated with camapign.
US
varchar
{iad_keyword}
Apple Search Ads keyword
Mercari
varchar
{iad_keyword_id}
Apple Search Ads keyword id
229291259
bigint
{iad_org_id}
Apple Search Ads organization id
93480
integer
{attribution_expires_at}
Unix timestamp of when the current temporary attribution expires. More details
1623345226
datetime
{attribution_ttl}
Reflects the temporary attribution window of the engagement (hours). More details
18
integer
{callback_ttl}
Maximum time after the install callbacks are sent (hours)
672
integer
{click_attribution_window}
Attribution window settings for device matching (hours)
168
integer
{impression_attribution_window}
Attribution window settings for device matching (hours)
24
interger
{inactive_user_definition}
Inactivity period required for reattribution (hours)
48
integer