Basic event setup

Event tracking lets you track user activity. This can include registration, login, or purchase events. Basic event data offers you insight into your conversion chain, highlights user journeys, and reveals opportunities for app development. 

Use our basic setup instructions to track your events in Adjust. When you're finished, move onto advanced event setup to customize your integration.

Adjust tracks events in two ways:

  • With the Adjust SDK

  • Through server-to server (S2S) integration

Both methods are equally effective, but SDK tracking can require more developer time since changes must be made directly in the code. No matter which option you use, be sure to consult your app developers early and include them in the integration process.

Before you begin

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

Helpful information

  • Adjust already tracks the following activities, so you don’t need to create events for them:

    • Impressions

    • Clicks

    • Installs

    • Sessions

    • Reattributions

    • Updated attributions

  • Adjust processes up to 1 MB of data for each event, so you always receive the information that you need. 

Create an event token

Adjust uses unique IDs, called event tokens, to track your events. To create an event token, follow these steps:

  1. Find your app in the dashboard and select your app options caret (^)

  2. Select All Settings > Events

  3. Find the CREATE NEW EVENT label at the bottom of the module and enter your event name 

  4. Select CREATE

Track events with the Adjust SDK

Now that you’ve created your event tokens, you can set up event tracking. As mentioned earlier, Adjust tracks events in two ways: from within the SDK or through a server-to-server integration.

To set up event tracking in the Adjust SDK, follow the instructions in our developer guides on Github:

Track server-to-server events 

Server-to-server (S2S) event tracking lets you track events that happen in and outside your app. This method also reduces the amount of code in your Adjust SDK.

To set up S2S event tracking, follow our data submission requirements. 


  • Send S2S events chronologically on each Adjust event token. For example, send a day-3 event before a day-7 event on the same token (otherwise it gets rejected).

  • Submit S2S events within 28 days (older activities are rejected)

To send events to Adjust, always pass the following parameters to
idfa; gps_adid; etc. 
(platform dependent)

Advertising ID


event_tokenAdjust event token from the dashboardevent_token=f0ob4r
app_tokenAdjust app token from the dashboardapp_token=4w565xzmb54d
created_atEncoded local timestamp from when the event was triggered, including time zonecreated_at=2016-01-02T15%3A04%3A05Z-0700
s2ss2s parameter set to 11

Conditions for the created_at parameter

The created_at parameter is the most accurate timestamp because it tells us the exact moment your server recorded an event. This helps Adjust provide precise reporting for your events. 

  • Always include a time zone in your server-side event calls. If missing, Adjust defaults to the ReceivedAt timestamp.

  • Encode time zones that include a + (e.g. Z+200). For example, 2017-01-02T15:04:05Z+0200 becomes created_at=2017-01-02T15%cA04%3A05Z%2B0200

  • For Unix timestamps, use the created_at_unix parameter, e.g., created_at_unix=1484085154
    • Adjust's Unix timestamp implementation doesn’t support floating point values or non-numeric characters, including decimal points (.). Timestamps with non-numeric characters are also rejected.

Recommended additional parameters for event submission

To ensure accurate event attribution, we recommend including the following parameters with your events.

Device ID





Adjust IDadid=

IP address

We use this for third-party (e.g., Google) event linking and to include location-related information (e.g., city, postal_code) in your Adjust callbacks.

IP address


Setup completion

Example S2S event query:

All successfully tracked events return a response reading OK.

If you receive an error from Adjust, then it's likely that we didn't recognize the device identifier submitted. Reach out to for further help. 

Track Google Tags as Adjust events

Tags are small pieces of code that help integrate third party products into your app. The Google Tag Manager (GTM) lets you control these tags across all of your source files. 

You can use our server-to-server GTM integration to track tags as in-app events in Adjust. This lets GTM push events from Google's servers to Adjust's endpoints, and saves you the task of duplicating tracked events. 


  • To set up Google Tag Manager, verify that you have the Firebase SDK implemented in your app and a registered GTM account

  • Check that the Adjust SDK is integrated in your app and has registered an install. Without this, Adjust cannot match events to devices

  • Mapping events between Adjust and GTM requires your corresponding Adjust app and event tokens

    • To get your app token, find your app in Adjust and select the options caret (^)

    • To find your event token, select All Settings > Events

Helpful Information:

  • Once you have successfully set up event tracking with GTM, make sure that you are not tracking the same events with Adjust. If you are, then you will see duplicated reporting in Adjust.

Set up Google Tag Manager event tracking

For an in depth guide to Google Tag Manager setup and advanced configurations, use Google Developers documentation for Android and iOS. To set up Google Tag Manager event tracking within the GTM dashboard, follow the steps below. 

  1. Log in to your GTM account and select the Container section

  2. Select Add New Tag, then under Select Tag Type scroll down and add Adjust

  3. In Tag Configuration, enter your Adjust app token and event tokens

  4. Check the required configuration settings for revenue events or events you want tracked in Adjust’s sandbox environment

  5. Choose to link callback or partner parameters that are tracked with each tag

  6. In Triggering, determine which in-app events will trigger the tag. You can opt to select all events or define rules and/or exceptions.

  7. Select Create Tag

Well done! Now we’ll track your Google Tags as events in Adjust. 

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