Set up Facebook
With Adjust’s Facebook integration, you can track performance marketing efforts on Facebook, Facebook Messenger, and Instagram.

Use our basic setup instructions to connect Adjust to Facebook and track your campaigns. When you’re finished, move on to the advanced setup instructions to turn on impression-based attribution, forward data to Facebook, and more.

Before you begin

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


Basic setup

Share the video with this link. To connect your Adjust dashboard to Facebook Ads, follow these steps.
  1. Find your app and select your app options caret (^)
  2. Select Partner Setup 
  3. Select ADD PARTNERS, and select Add (+ icon) beside Facebook
  4. Enter your Facebook Developer App ID in the APP ID field
  5. Select SAVE
Well done! Your basic setup is complete.

Note: Your Facebook Developer App ID comes from your Facebook Developer account. This App ID should be the same for all of your apps in Adjust, regardless of platforms.

Advanced setup

Now that Adjust is connected to Facebook, customize your setup.

Turn on impression-based (view-through) attribution

Adjust does not automatically attribute installs to Facebook impressions. To turn on impression-based attribution, follow these steps.

Forward in-app revenue and purchases

Revenue forwarding lets you pass detailed revenue data directly to your Facebook Ads Manager dashboard.

To forward in-app revenue and purchases to Facebook, follow these steps.

  1. Find your app select the app options caret (^)
  2. Select Partner Setup > Facebook
  3. Turn on Revenue Forwarding
  4. Select Event Linking
  5. Find the revenue event(s) you want to link and update the field(s) with Fb Mobile Purchase
  6. Select OK
  7. Select SAVE
Now you'll see purchases and revenue amounts from Adjust displayed in your Facebook Ads Manager dashboard.

Forward in-app events

Event linking (or mapping) lets you forward in-app event data directly to Facebook for more precise targeting. You can link every in-app event in Adjust to a preset Facebook name or a custom event name.

Note: If you have already set up app event tracking in your Facebook SDK, do not set up event linking between Adjust and Facebook. This will duplicate your event data in Facebook. If you have questions about your setup, please reach out to

To link in-app events to Facebook, follow these steps.
  1. Find your app and select your app options caret (^)
  2. Select Partner Setup > Facebook > Event Linking
  3. Find the event you want to link and update the field with a Facebook event name or your own custom name. For reference, the predefined Facebook labels are:
    • fb_mobile_level_achieved
    • fb_mobile_add_payment_info
    • fb_mobile_add_to_cart
    • fb_mobile_add_to_wishlist
    • fb_mobile_complete_registration
    • fb_mobile_tutorial_completion
    • fb_mobile_initiated_checkout
    • fb_mobile_purchase
    • fb_mobile_rate
    • fb_mobile_search
    • fb_mobile_spent_credits
    • fb_mobile_achievement_unlocked
    • fb_mobile_content_view
    • Subscribe
    • StartTrial
    • AdClick
    • AdImpression 
  4. Select OK
  5. Select SAVE

Forward uninstalls

If you've purchased Adjust's uninstall and reinstall tracking, then Adjust automatically sends uninstall data to Facebook.

To stop forwarding Adjust-tracked uninstalls to Facebook, follow these steps.
  1. Find your app and select the app options caret (^)
  2. Select Partner Setup > Facebook
  3. Turn off Uninstall Forwarding
To share uninstall data with Facebook again, you can turn on Uninstall Forwarding at any time.

Forward custom data

Partner parameters (available in Adjust SDK version 4.0+) let Adjust collect custom data points from your app and forward them directly to Facebook.

First, set up partner parameters within the Adjust SDK (full list here). Then, turn on partner parameter forwarding in the Adjust dashboard.

To turn on partner parameter forwarding in Adjust, follow these steps.
  1. Find your app and select your app options caret (^)
  2. Select Partner Setup > Facebook
  3. Turn on Parameter Forwarding
  4. Select Partner Parameter Mapping
  5. In the FROM APP field, enter the name of your Adjust partner parameter (as written into the Adjust SDK). In the TO FACEBOOK field, enter your corresponding Facebook name.
  6. Select SAVE
Now that your partner parameters are connected to Facebook, Adjust will forward custom event details directly to Facebook for any of your linked events.

Developer guides for partner parameters

Additional deeplink support for Facebook

Adjust supports Facebook App Links to deeplink users from a Facebook ad into your app, to an app store, or to a website. This means you can set up an ad campaign on Facebook using:

Deeplink setup

Adjust offers 2 parameters, which you should add to your deeplink:

  • If you are using a universal link, add adj_mobile_not_track=1
  • If you are using an Adjust tracker with the deep_link parameter, add mobile_not_track=1

These parameters ensure that the user is attributed to Facebook as intended.

Example universal link with an Adjust tracker & website redirect:

Add your deeplink to Facebook

To get started, add your Adjust deeplink to Facebook. To do this, follow these steps.

  1. Sign in to Facebook Ads Manager
  2. Find your campaign and select Text & Links
  3. Under Deep Link enter your Adjust tracker + deeplink or Universal link 

How does it work? 

After adding your deeplink to Facebook, it is automatically converted into a link that’s set behind your ad. The link contains Facebook App Links metadata. When a user clicks your ad, this metadata is relayed back to Facebook instructing them where to send the user. For instance, they will be sent into your app if it’s already installed. If it's not installed, Facebook reads the redirect URL data from your deeplink and sends the user there instead. 

Forward data for Facebook Dynamic Ads

Facebook Dynamic Product Ads let you show the most relevant products to the users most likely to re-engage in your app and on other devices. Our integration lets you forward product data for dynamic ad tracking without the Facebook SDK.

Requirements To forward data for Facebook Dynamic Product Ads, follow these steps.

1. Link events to Facebook

In Adjust, set up event linking to the following Facebook events:
Event nameDescription
Fb Mobile Content ViewWhen a user views a product
Fb Mobile Add To CartWhen an item is added to the cart
Fb Mobile PurchaseWhen an item/items are purchased

2. Map partner parameters

Now that you’ve linked your events, follow the custom data forwarding instructions to set up parameter mapping. Each event requires two successful parameter triggers: one for the item ID and one to identify a product or product group ID. All partner parameters, keys, and values must be alphanumeric and cannot contain any special characters.

Here are the parameters to include:

Field nameDescriptionTypeRequired
fb_content_typeEither product or product_groupStringYes
fb_content_idThe retailer's product or product group ID(s). This should be a string containing a JSON-encoded array of IDs.StringYes
_valueToSumThe value of the product or purchase amountStringNo
fb_currencyThe currency of the product or purchase amountStringNo

Now that your parameters are mapped, you can serve your app users Facebook Dynamic Product Ads.

Track Facebook Pixel events

Adjust's webview bridge lets you track Facebook Pixel events without integrating the Facebook SDK into your app. Our webview bridge passes your Facebook Pixel events to the Adjust SDK as app events, along with all related fields as partner parameters.

To implement Adjust's webview bridge, see our Facebook Pixel integration guide for developers on Github.

Track Facebook ad spend

Adjust connects directly to your Facebook Ads account to track ad spend for your Facebook campaigns. 

First, make sure you have the correct permissions set in your Facebook Ads account.  

ActivityRequired permissions
Ad spend tracking
  • Access your Facebook ads and related stats
Adjust Automate
  • Access your Facebook ads and related stats
  • Manage your ads

To turn on ad spend tracking, follow these steps. 

  1. In Adjust, select MENU
  2. Select Partner Ad Accounts > Facebook
  3. Select ADD ACCOUNT, then enter your login credentials and confirm that Adjust can manage your ads
All done! Now Adjust will track ad spend for your Facebook campaigns. To view a complete list of linked ad accounts, select Settings (gear icon).

Adjust can access ad spend data for every linked account. To disconnect a Facebook ad account from Adjust, find the account's Settings (gear icon) and select UNLINK.

Integration details

Limited Data Use for CCPA compliance

Facebook’s Limited Data Use feature helps businesses stay compliant with CCPA. It works by signaling to Facebook when users have opted out of having their data disclosed or shared with third parties.

In Adjust, you can control what information is passed to Facebook at an app level using the Limited Data Use (CCPA) toggle. The toggle is turned ON by default. This means:

  • Facebook will NOT claim or report any California user data for the app 

To allow Facebook to process California users’ data, you can turn the toggle OFF. However, please be aware that by doing this, Facebook’s processing of California users’ data may be considered a “sale” under the CCPA and you will need to provide a means for your users to opt out on an individual basis if the CCPA applies to you, such as by collecting the user opted out status on each activity. If you do not do this, you can be held liable in accordance with the CCPA.  

Note: Please be advised that Adjust is not providing, and cannot provide, legal advice regarding whether the CCPA applies to you or whether Facebook’s processing activities constitute a “sale” under the CCPA. Please consult with your own legal counsel if you have questions about your CCPA compliance obligations.

Expired attributions

Facebook prohibits Adjust (and all other Facebook Marketing Partners) from storing attribution data for longer than 150 days. After that, Adjust continues tracking, but automatically displays all Facebook-attributed users within a separate tracker called Expired Attributions. This change applies retrospectively, so all previously tracked event and session data remains with its user, under the Expired Attributions campaign-level tracker.

Expired attributions are listed at the campaign level (sublevel 1) for the following sources:
  • Facebook Installs
  • Off-Facebook Installs
  • Instagram Installs
  • Messenger Installs
Note: Expired attributions are a display modification and not considered reattributions in Adjust.


How does Adjust track installs with Facebook?

Since API integrations don’t use Adjust tracker URLs, we send SANs every app session our SDK reports. If Facebook recognizes the activity, they respond with the device identifier and timestamp. Following our own attribution method, Adjust then uses the engagement data from all networks (including non-SANs) to attribute the install to the last tracked source.

Can I use deeplinks in my Facebook campaigns?

Yes! Our SDK supports deferred deeplinking on Facebook.   

If you have both the Facebook SDK and the Adjust SDK integrated into your app, the feature may not work. If both SDKs are integrated, they will race each other to ping the Facebook API––as a result, Adjust may not receive deeplinking information from Facebook. If you have integrated both SDKs, please contact before going live with your deferred deeplinking campaign.

To use deeplinks in your campaigns, define your app’s deeplink scheme on Facebook in your Facebook app settings. Reaffirm it when you create a campaign. Because Facebook tracker URLs are automatically generated at the time of click, you don’t need to append deeplink parameters to your Adjust tracker URLs.

Can I use Adjust tracker URLs in my Facebook posts?

Yes! You can copy and paste your Adjust tracker URL into any Facebook status update or wall post. Make sure your URL includes all relevant campaign structure parameters.

Note: We always attribute clicks on these trackers via fingerprinting. Adjust’s API integration with Facebook is only used for tracking mobile app install ads, engagement, and re-engagement campaigns.

Can Adjust send Facebook attribution data to my BI system? 

Yes! To send Facebook attribution data to your BI system, follow these steps.
  1. In Facebook, log into the Facebook ad account that owns the Facebook app
  2. Activate Advanced Mobile Measurement by approving the terms and conditions. Now you can include Facebook's placeholders in your Adjust callbacks.
  3. In Adjust, find your app and select your app options caret (^)
  4. Select All Settings > Raw Data Export
  5. Set up a real-time callback and/or CSV upload
Now your raw data exports will include Facebook campaign data. Always use https:// for callback URLs with Facebook-related placeholders.

What Facebook/Facebook Messenger/Instagram campaign data is passed to Adjust?

We display your campaign data as Facebook/Facebook Messenger/Instagram sends it to us:
  • network (top level): Facebook Installs / Facebook Messenger Installs / Instagram Installs / Off-Facebook Installs
    • campaign (sublevel 1): Campaign
      • adgroup (sublevel 2): Advert Set
        • creative (sublevel 3): Ad ID 
Facebook automatically generates a unique ID for each Campaign, Adset, and Ad ID, so every sublevel displays as Value (ID string).

What are Off-Facebook Installs? 

Off-Facebook installs are installs from the Facebook Audience Network.

Why aren't my Facebook campaigns tracking in Adjust?

If your Facebook campaigns aren't tracking in Adjust, we recommend:

Reviewing your basic setupWe automatically track your Facebook campaigns once you enter your Facebook developer app ID in the Adjust dashboard.

Checking your attribution window settings. We only report installs when there's an eligible engagement within your Adjust attribution window. If your attribution window settings are different on Facebook, Facebook might be claiming installs that appear as organic or attributed to another source in Adjust.

Why does my Adjust dashboard show fewer installs than Facebook?

There are a few reasons why you might see install discrepancies:

Different attribution windows. Facebook offers multiple attribution models (click- or impression-based) and last engagement attribution windows (7-day, 28-day, etc.). However, Adjust automatically tracks all installs within a 7-day last-click attribution window. Confirm that the attribution windows on both platforms are the same. You can edit your Facebook attribution window or Adjust attribution windows to match.

Different time zones. Confirm that the time zones on both platforms are the same.

Different conversion dates. Facebook reports installs and other conversion events as the day of click. Adjust reports installs as the day of install (i.e., first app open) and reports in-app events when they happen. To view your installs by conversion date in Facebook, use the FB Ads Insights API.

Some installs might be attributed to other sources in Adjust. Adjust attributes your installs using engagement data from all of your campaigns. However, Facebook self-attributes your installs using their engagement data only. So let’s say someone views a Facebook ad for your app, clicks a Twitter ad, then downloads your app. Adjust will attribute the install to Twitter and Facebook will attribute the install to Facebook.

Why does Adjust show more installs than Facebook?

This happens when you link several Facebook ad accounts to the same Adjust app. Adjust combines your app's installs across all of your Facebook Ad accounts.

Why are my re-engagement numbers different in Facebook and Adjust?

Adjust and Facebook measure re-engagement in different ways. This can sometimes lead to reporting discrepancies. 

In Adjust, we use a user-based model to count re-engagement. This means that if an existing user clicks on an ad and triggers an in-app session, we will check to see if they meet our reattribution criteria. If they do, this engagement will be counted as one reattribution. If the criteria aren’t met, then it’s recorded as a session under the user’s existing attribution source. Should the user engage with the same ad again and re-open the app, this is counted as a session - not another reattribution.

By contrast, Facebook measures engagement by events. This means that when a user triggers an in-app session, event or install, Facebook checks to see if it falls within 28 days of an ad click. If it does, it’s reported under the date of the latest ad engagement. For installs, if no click is available they can take into account impressions that happened in the previous 24 hours.

Finally, numbers can differ due to Facebook reporting all conversions under the date of engagement, while Adjust reports events / sessions / installs under the date they were tracked by our SDK. This is most obvious when comparing short time frames; for instance, over 24 hours. 

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