Set up Facebook Web

Facebook Web is an ad network integrated with Adjust. Our integration lets Facebook Web receive attribution and in-app event data through automated callbacks.

In this article, learn how to set up measurement with Facebook Web for your app. This includes activating the integration, creating a campaign link, and choosing what data Adjust can share with Facebook Web.

Before you begin


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Select Facebook Web and your app in Campaign Lab

  1. Under Campaign Lab, select Partners.
  2. Select New partner > Facebook Web. Select Next to move to the next screen.
  3. In the App selection screen, choose the app for which you want to create the link, and enable the integration to share data with Facebook Web.
  4. Select Next.

Enable data sharing

Enable data sharing to activate the integration with Facebook Web. To enable data sharing:

  1. Enter the Pixel ID and Access Token.
    • For help finding your credentials, contact your Facebook Web representative.

Once you enable data sharing with Facebook Web, Adjust automatically sends Facebook Web the following data, by default:

  • install
  • event

Set your data sharing options

If you’re working with a multi-platform app with data sharing enabled for multiple platforms, you can:

  1. Separate data sharing options at the platform-level by selecting Use platform-specific settings.
  2. Set the same data sharing settings for multiple platforms by selecting Use global settings.

Now, under What will be shared by default?, review the activities that Adjust shares with Facebook Web by default.

  • install
  • event

Send additional data

Choose the amount and type of data that you want to share with Facebook Web through callbacks. Facebook Web may use this information to optimize performance.

  1. Under What sources of data do you want to share?, choose the attribution source of the data you are sharing with Facebook Web:
  • Data from all attribution sources
  • Only data attributed to Facebook Web

In-app revenue (from in-app purchases)

Sharing in-app revenue lets Facebook Web receive revenue amounts along with your revenue event data. You need to map events that generate revenue to share this data.

Map parameters

You usually need to map parameters to share custom data with Facebook Web.

Map events

Map events that you want to share to the values that Facebook Web can receive. Data for unmapped events is not shared with Facebook Web.

Under Map events, follow these steps to choose the in-app events you want to directly send to Facebook Web.

  1. Select Map event.
  2. In the Adjust event list, choose the Adjust event that you want to share with Facebook Web.
  3. In the Partner event list, choose or enter a custom event name that you want to map the Adjust event to. You might have to map an event to several values.
  4. Select Apply.

Now Facebook Web will receive in-app event data for each of your linked events.

Map parameters

Partner parameters (available in Adjust SDK version 4.0+) let Adjust collect custom data points from your app and send them to Facebook Web. This lets Facebook Web receive custom event details for each of your linked events.

Before adding new partner parameters to the Adjust SDK, make sure no pre-existing partner parameters already fit your requirements.

To share partner parameters to Facebook Web, follow these steps.

  1. Set up partner parameters within the Adjust SDK: iOS, Android
  2. Check the Parameters data sharing checkbox.
  3. Map your events.

If you set up partner parameters within the Adjust SDK without setting up parameter sharing in the dashboard, Adjust forwards the parameters as named in the Adjust SDK.

Configure your link and settings

You have the option to set your:

Create your link and share it with Facebook Web

In the Setup review screen, you can review your choices. You can also go back and make changes to:

  • Your selected app
  • Data sharing options
  • Link structure parameters
  • User destinations
  • Attribution settings

Select Create link to create your click URL, impression URL, QR code and link token. Creating a link also enables data sharing and the integration with Facebook Web.

Once you’ve created your link, share it with Facebook Web for placement in campaigns.

Link URL example:{{}}%20%28{{}}%29&adgroup={{}}%20%28{{}}%29&creative={{}}%20%28{{}}%29&fbclid=ACTUAL_FB_CLICK_ID&fbpid=ACTUAL_FB_BROWSER_ID

All Facebook parameters must be populated by your website before forwarding the user to the relevant store. For more information, see Partner specific setup instructions.

Partner specific setup instructions

Add your own website URL to the Facebook Web Campaign interface and append Facebook's supported macros. For example: {{}}, {{}}, {{}}, {{}}, {{}}, {{}}

While redirecting to the website, Facebook will populate their macros and attach the fbclid and fbpid parameters automatically. For more details, refer to Facebook's documentation.

You may send addditional Customer Information Parameters to Facebook by sending these data points through Partner Parameters. You need to set up the Partner Parameters with the same names stated on Facebook's documentation. Note that some parameters require hashing by Facebook. For a reference on these fields, please refer to Facebook's documentation. If you need further assistance, contact your dedicated Adjust Technical Account Manager or reach out to

List of all parameters forwarded to Facebook Web

Facebook Web requires Adjust to send the following parameters (data points) with your callbacks:

{currency}Original ISO 4217 currency code sent from Adjust SDK
{ip_address}Device IP address
{revenue_usd}Revenue, in US dollars
{user_agent}Incoming raw user agent