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

Marketer

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


Developer

In-depth advice for our global Technology Partners on how best to work with Adjust.


Partner

Placeholders are Adjust’s exclusive set of dynamic macros used to deliver raw data.

As an Adjust partner, the placeholders available to you are determined by how you integrate with Adjust. Select below whether you use an [ad network integration](/en/article/ad-network-integration) or a [dynamic network integration](/en/article/dynamic-integration) to see the placeholders you can use.

Value of the Adjust "label" parameter sent on click

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

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

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)

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

A reattributed user's previous tracker name

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)

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)

Google Ads adgroup ID. Google passes this parameter for Display, Search and Video web campaigns. We use this value to create adgroup trackers

Google Ads external customer ID (account ID)

Google Ads search keyword. Google passes this parameter for web Search campaigns. We use this value to create Search creative trackers.

Google Ads search keyword and match type. Google passes this parameter for web Search campaigns. We use this value to create Search creative trackers.

Google Ads network subtype. Google does not pass a value when campaign_type is ACI and network_type is Display

Google Ads ad placement. Google passes this parameter for web Display campaigns. We use this value to create Display creative trackers.