How to Set Up Adjust Tracking with AppLovin

Table of Contents

  1. Setting Up an Install Postback
  2. Setting Up View-Based Attribution
  3. URL Formats: Click URL Format & Impression URL Format
  4. Adding In-App Event Postbacks

1. Setting Up An Install Postback

To add an install callback in Adjust, obtain the SDK Key from the Keys section of the Account tab in the AppLovin dashboard or from your AppLovin account manager. Enter this value in the SDK KEYS field found under Apps > your app > Partner Setup > AppLovin.

Partner Setup: Adjust can provide extended data to certain integrated partners. You can activate each of these integrations by entering a key or an ID to match your Adjust app with the corresponding setup on the partner side. When you activate a module, Adjust immediately starts sending data to the partner. The data each partner receives is specified in the module. External Data Forwarding. Search partners. Analytics: Compass. Network: Applovin, Mintegral, TikTok for Business. San: Snapchat
Partner Setup: Applovin. Enter your Applovin SDK Keys to send all installs and reattributions for each key to Applovin. To also send sessions, turn on Session Forwarding. SDK Keys: Insert SDK Key Here. Hit enter after each value you define. Attributed Only, In-App Revenue Forwarding, Session Forwarding. Event Linking.

2. Setting Up View-Based Attribution

Before you set up an impression URL, make sure View Through tracking is enabled.

  1. Navigate to Apps > your app > All Settings > Attribution.
  2. Turn the Active setting in the Impression-Based Attribution page to On.
Impression-Based Attribution: Adjust records an impression when a user views an ad. Impressions are used for attribution when there are no eligible clicks. Device matching: Device matching uses advertising IDs and Android app store referrers to attribute installs to impressions. The attribution window defines how long an impression is eligible for attribution by device matching. Attribution Window. Probabilistic modeling: Probabilistic modeling uses conditional device metadata to attribute installs to impressions. The attribution window defines how long an impression is eligible for attribution by probabilistic modeling. Attribution Window. Temporary Attribution: Limit how long post-install activities can be attributed to an ad impression. At the end of the temporary attribution window, further in-app activities are attributed to the organic. Temporary Attribution Window. Cancel button. Save button.

3. URL Formats

A. Click URL Format


From Adjust you should be able generate links ready-to-go in AppLovin’s UI, but there are certain things that are worth double checking.

For iOS links, the following parameters are required for tracking. You must include them:

  1. idfa={IDFA}
  2. applovin_click_id={DID}

The rest of the parameters may be useful for your own reporting or performance tracking. Here is an example of what to do with them:{IDFA}&applovin_click_id={DID}&campaign={CAMPAIGN_NAME}&adgroup={APP_ID}&creative={DEVICE_TYPE}_{AD_TYPE}

Android URL

Similarly, make sure Android links include:

  1. gps_adid={IDFA}
  2. applovin_click_id={DID}

Here is a similar example of a tracker with optional parameters being filled out:{DID}&gps_adid={IDFA}&campaign={CAMPAIGN_NAME}_{CC}&adgroup={APP_ID}&creative={AD_TYPE}

See all of AppLovin’s click macros here.

B. Impression URL Format

Once view-through attribution is enabled, you can easily generate the impression URL based on the click URL you are using. To create an impression URL, replace “” with “” and append “&s2s=1” to the end.

Using the same example from above:

iOS Link{IDFA}&applovin_click_id={DID}&campaign={CAMPAIGN_NAME}&adgroup={APP_ID}&creative={DEVICE_TYPE}_{AD_TYPE}


Android Link{DID}&gps_adid={IDFA}&campaign={CAMPAIGN_NAME}_{CC}&adgroup={APP_ID}&creative={AD_TYPE}


When you use impression URLs, you may need to adjust your filters to use impression data when looking at reporting. You can find filters under Apps > your app > Statistics.

Filter. Countries: Select countries. Regions: Select regions. OS: Select operating systems. Partners: Select partners. View By: Tracker. Timezone: UTC... Attribution Type: Clicks (Impressions, All engagements). Attribution Status: All. Ad Revenue Source: Select ad revenue source. Sandbox Mode. Column Selection. Reset button. Apply button.

4. Adding an In-App Event Postback

AppLovin can attribute post-install events like app opens (for retention), purchases (for ROAS or CPA goals), or any other custom events.

Obtain the SDK Key from the Keys section of the Account tab in the AppLovin dashboard.

  1. Enter this value in the Applovin SDK Key field in the callbacks section. If you are already tracking installs for this campaign in the AppLovin dashboard, this step should already be done.
  2. For revenue events, toggle Revenue Forwarding to “ON” and label as “checkout”.
  3. For custom events, enter an event name for each event you want to send under Apps > your app > Partner Setup > AppLovin > Event Linking:
Partner Setup: Applovin: Event Linking. Additionally, you can transmit in-app events to Applovin. Enable these by entering Applovin Name. This will be displayed within the Applovin interface. Fill All With Event Names. CUSTOM_EVENT, D1_RETAINED, D3_RETAINED, D7_RETAINED, IAP_PURCHASE, LEVEL_COMPLETE