How to Set Up Adjust Tracking with AppLovin

  • Updated

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 in the callbacks section:

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 > Settings > Attribution Settings.
  2. Turn the Active setting in the View Through attribution page to On.

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.


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 in the Event Linking section: