The Adjust Campaign Wizard is where you can produce and customize tracker URLs within the Adjust Dashboard. Whether you are creating a URL to track your own channels or run with an ad network, the Campaign Wizard makes it easy to set data points and design your users` engagement experience. Use the Campaign Wizard to:

  • Structure your campaigns within Adjust’s four-tier hierarchy, from the top level down to your lowest sublevel
  • Add deeplinks to direct your users to a specific page within your app
  • Append redirect or fallback URLs to take users to alternative web destinations
  • Configure attribution settings per tracker—down to the adgroup level—to decide exactly when and how your users are attributed and reattributed following an engagement
  • Instantly start tracking ad spend with any network that supports ad spend data

The Adjust Campaign Wizard offers you the granular control you need to run campaigns your way.

Note: Some features may not be available with your current Adjust pricing plan. Full details below:

  • Ad spend features are only available for Business Pro and above
  • Tracker-level attribution settings are only available for Enterprise and above

1How to create a tracker with the Adjust Campaign Wizard

Use the Campaign Wizard to construct multifunctional tracker URLs or quickly generate top-level tracker URLs. By default, top-level tracker URLs will:

  • Only redirect to your app’s page in the appropriate store
  • Not contain any sublevel data
  • Rely on your app attribution settings

Instructions for generating a top-level tracker URL via Quick Create

  1. Head to App Settings > (DATA MANAGEMENT) Trackers Selecting trackers
  2. Select NEW TRACKER at the bottom of the module Selecting NEW TRACKER
  3. Enter a tracker name Naming tracker
  4. Select QUICK CREATE Selecting QUICK CREATE

This will only create a top-level tracker. There are two ways to create sublevel trackers:

  • At the time of creation, using the customization options (see instructions below)
  • On a pre-existing tracker, by going to App Settings > (DATA MANAGEMENT) Trackers, selecting a tracker to move to the next sublevel, and selecting NEW TRACKER

Instructions for creating a customized tracker URL

  1. Head to App Settings > (DATA MANAGEMENT) Trackers Selecting trackers
  2. Select NEW TRACKER at the bottom of the module Selecting NEW TRACKER
  3. Enter a tracker name Naming tracker
  4. To link your tracker to an ad network, select the NETWORK drop-down menu and select a network Selecting network
  5. Select CUSTOMIZE Selecting CUSTOMIZE
  6. Apply your preferred settings, including ad spend data (find out how to customize your tracker settings)
  7. When you are happy with your customizations, select CREATE Selecting CREATE
  8. Next, you will see an overview containing your click and impression tracker URLs
    • Select the clipboard icon to the right to copy a URL to your clipboard
    • Select EDIT to return to the customization options
    • Select DONE to return to your app’s tracker list Tracker overview

When you link a tracker to a network, you automatically apply the network’s recommended campaign structure, macros, and mandatory parameters to your tracker URL. For some networks, the appended information includes postback URLs, which allow the network to receive attribution information directly from Adjust.

You can link your tracker URL to a network during your initial Campaign Wizard setup (see instructions above), or with the instruction below:

  1. Navigate to App Settings > (DATA MANAGEMENT) Trackers Selecting trackers
  2. Select the settings (gear) icon besides the tracker Selecting settings icon
  3. Select EDIT Selecting EDIT
  4. Select a network from the NETWORK drop-down list. Selecting network
  5. Select SAVE Selecting SAVE

Linking your tracker URL to a network will append campaign macros that support dynamic values. Whenever one of these values changes, a new sublevel tracker will be automatically created.

For trackers linked to self-attributing networks, you cannot edit any sublevel tracker attribution settings until your campaign has gone live and the campaign macros have been populated.

You cannot customize campaign data points on trackers linked to networks.

3Special linking instructions for agencies

If you’d like to distinguish network type at the campaign level (i.e. the first sublevel), ensure that your top-level tracker URL is not linked to a network. Instead, link your campaign-level tracker to each network, as follows:

  1. Generate your top-level tracker, as per the above instructions, but do not link it to a network (step 4)
  2. Return to your trackers list and select the top-level tracker you have just created Selecting top-level tracker
  3. At the bottom of the module, select NEW TRACKER Creating new campaign-level tracker
  4. Enter a tracker name and select a network from the NETWORK drop-down menu Selecting a network
  5. Finish customizing the tracker to your preference

4How to enable ad spend tracking

Adjust tracks ad spend data for a variety of partners. Use the Campaign Wizard to conveniently apply ad spend macros to your tracker URLs and enable ad spend reporting in Adjust.

Notes:

  • In the Campaign Wizard, all supported partners will display a $ for all applicable sublevels
  • An illuminated $ symbol indicates that ad spend tracking is enabled
  • A grey $ means ad spend tracking is available but not yet enabled for that tracker URL

You can enable ad spend data for your tracker URL during your initial Campaign Wizard setup (see instructions above), or for an existing tracker by following these instructions:

  1. Navigate to App Settings > (DATA MANAGEMENT) Trackers Selecting trackers
  2. Select the settings (gear) icon besides any tracker that supports ad spend data Selecting settings for ad-spend-supporting tracker
  3. By the ad spend symbol, select Apply cost marcos to tracker URL Enabling ad spend data

Once complete, you will see a confirmation that your tracker URLs have been updated. Ensure that you share any updated links with your partners.

4.1How to disable ad spend tracking

Instructions

  1. Navigate to App Settings > (DATA MANAGEMENT) Trackers Selecting trackers
  2. Select the settings (gear) icon for any ad-spend-enabled tracker Selecting a tracker with ad spend data enabled
  3. Select EDIT Selecting EDIT
  4. Select Additional Parameters
  5. Slide the Tracking Cost Data toggle to OFF Disabling ad spend data
  6. Select APPLY
  7. Select SAVE Saving with ad spend data disabled

5How to customize your tracker settings

All Adjust trackers can be modified to reflect campaign information, pass custom data, or redirect users based on device type.

To customize a new tracker, select CUSTOMIZE during your initial Campaign Wizard setup.

To update an existing tracker, select the settings (gear) icon besides any pre-existing tracker, then select EDIT

All trackers can be modified with the settings below:

  • Campaign Structure
  • Additional Parameters
  • Attribution Settings

5.1Campaign Structure

Adjust campaign structure parameters are a set of labels that you can append to your Adjust tracker URL to create user segments via subtrackers. This is very similar to how UTM parameters are used in the desktop web space. This setting is available for network- and campaign-level trackers.

Simply enter a name for each sublevel you want to create. The campaign parameters will be appended to your top-level tracker URL and the sublevel trackers will automatically be created using the same settings as your top-level tracker.

Note: for tracker URLs where Adjust campaign structure values have been omitted, the value ‘unknown’ will display in the Adjust Dashboard and in all exported reporting.

5.2Additional Parameters

Use additional parameters to pass custom click data or define how a user is redirected upon click time. These settings are available on network- and campaign-level trackers. Adjust’s additional parameters are:

  • Label
  • Deeplink
  • Redirect
  • Fallback
  • Ad spend
  • Fallback click
Label

The label placeholder is useful for transmitting custom data points outside of Adjust’s placeholders. Enter a value here and attach a {label} placeholder to your callback URLs, and you will receive the value with those callbacks. Find out how to send any data through attribution with the Adjust label parameter

Any data within the label parameter will only be available through callbacks. It will never display in your Adjust Dashboard.

A deeplink URL overrides the Adjust default redirect to the app store, and instead brings users directly to a specific page within your app. This parameter supersedes all other parameters appended to a tracker URL. Learn more in our deeplinking guide.

Redirect

A redirect parameter overrides the Adjust default redirect to the app store, and instead takes users to a designated URL. This parameter supersedes all other parameters, excluding deeplinks. Redirects can be set universally—for all user clicks—or on a platform-specific basis.

To set a universal redirect for all mobile platforms, simply enter the appropriate URL into the redirect field. Once set, all clicks will defer to the universal redirect location, regardless of platform.

To set platform-specific redirects for iOS, Android, Windows Phone, and Windows simply check USE PLATFORM SPECIFIC REDIRECTS and enter the platform-specific URLs in the corresponding fields. Any blank platform fields will defer to Adjust’s default redirect location.

Fallback

Fallback URLs ensure that off-platform clicks are redirected to a relevant landing page. When appended to your query string, a fallback parameter redirects users to a specific URL if, and only if, their OS isn’t supported by the app store to which the tracker URL is directed.

Ad spend

If your selected network supports ad spend tracking, you will see the ad spend toggle at the bottom of the module. Slide this toggle to ON to append ad spend macros to your tracker URL. Learn more about ad spend tracking.

Fallback click

Activate the fallback click on a tracker and Adjust will only attribute to that tracker when there are no other Adjust-tracked engagements eligible for attribution.

For example, you can enable the fallback click for tracker B in a button on your website. If a user comes to your website via another Adjust-tracked source, tracker A, and is redirected to the app store by clicking the button (tracker B), we will attribute this user to tracker A. Only users who visit your webpage organically will be attributed to tracker B.

Tracker A: https://app.adjust.com/xyz456 Tracker B: https://app.adjust.com/abc123?engagement_type=fallback_click

Fallback landing page (iOS 10.3+ redirect)

With iOS 10.3, Apple introduced a pop-up window in Safari that prompts users to manually select their redirect to the app store. However, depending on the ad environment, and the pop-up option selected, your user could be left unintentionally stranded.

To guide your user’s redirect and enhance their experience with your brand, we have created the Adjust fallback_lp parameter. With the fallback_lpparameter appended to your Adjust tracker URL, Adjust will redirect any clicks made outside of the Safari app to your preferred landing page.

Note: For iOS versions before 10.3, all users are redirected to the App Store without any interruption.

How to add the pop-up window to your fallback landing page

By default, your fallback landing page will not display the aforementioned pop-up window (prompting a redirect to the App Store). To add this pop-up window to your fallback landing page, simply include the following JavaScript in your page, placing https://itunes.apple.com/app/idxxxxxxxxx with your own store URL:

window.location.href = "https://itunes.apple.com/app/idxxxxxxxxx"

Important notes:

  • The fallback_lp parameter is compatible with all Adjust parameters excluding the Adjust redirect parameter
  • To include a fallback landing page with your Adjust short universal link, you must append adjust_fallback_lp

5.3Attribution Settings

Attribution settings allow you to define the amount of time that an engagement may remain eligible for attribution to an Adjust-tracked source. Attribution settings can be modified for device-matching clicks, fingerprinting clicks, device-matching impressions, fingerprinting impressions, and reattributions. The settings for each engagement will depend on the accuracy of the match type and your own business’s logic.

You can change attribution settings for any of the following tracker levels:

  • Network (top level)
  • Campaign (sublevel 1)
  • Adgroup (sublevel 2)

If you have not applied custom settings to a tracker, it will inherit settings from either a parent tracker (the next level up) or—if no parent tracker is using custom settings&emdash;your app-level settings.

Customize attribution settings for the following match types:

  • Click based
    • Device matching
    • Fingerprinting
    • Reattribution
  • Impression based
    • Device matching
    • Fingerprinting
Click-based device matching

Click-based device matching is Adjust’s primary method of attribution. This means that Adjust will always attempt to attribute a user’s engagement on click via their unique device identifier. Device matching allows Adjust to collect a device identifier (as provided by your advertising partner) from a recorded click and use it for install attribution. At 100% accuracy, device matching is the most reliable form of install attribution.

Engagement type
Clicks
Valid identification types
List of accepted device identification types
Google Play Store referrer
Attribution window settings
Minimum: 1 day
Maximum: 30 days
Recommended (default): 7 days
Click-based fingerprinting

Fingerprinting is Adjust’s fallback method of attribution. Fingerprinting allows Adjust to collect the unique characteristics (IP address, user agent, device name, etc.) from a recorded click and use them for install attribution. Since Adjust’s fingerprint attribution technology relies on device characteristics that are subject to frequent change, it becomes less effective over longer time periods.

Engagement type
Clicks
Valid identification types
N/A
Attribution window settings
Minimum: 1 hour
Maximum: 24 hours
Recommended (default): 6 hours
Reattribution

Reattribution occurs when an Adjust-tracked user is assigned a new source of mobile attribution. Adjust only reattributes users to click-based engagements via device matching; we will never use fingerprinting for reatttribution.

In order for a user to become reattributed in Adjust they must:

  1. Become inactive (as defined by the inactivity period)
  2. Click on an Adjust-tracked source
  3. Open the app (i.e. trigger an app session) within the reattribution window
  • Inactivity period

An inactivity period determines how long a user must be dormant in your app before they become eligible for reattribution. Inactivity periods are defined in consecutive days. Therefore, if your inactivity period is 7 days, a user can’t open your app for a straight week before they can be reattributed within Adjust.

By setting your inactivity period to 0, a user can become reattributed within a single app session. App sessions are also defined by periods of inactivity. A user has to be inactive for at least 30 minutes before they trigger a new app session in Adjust.

Inactivity period settings
Minimum: 0 days
Maximum: 365 days
Recommended: 7 days
  • Reattribution window

A reattribution window determines how long an Adjust-tracked engagement will be considered an eligible reattribution source. Reattribution windows are defined in consecutive days. Therefore, if a user clicks on an ad when your reattribution window is 60 days, they have two months to open the app and become reattributed within Adjust.

Engagement Type
Clicks
Valid Identification Types
List of accepted device identification types
Reattribution window settings
Minimum: 1 day
Maximum: 365 days
Recommended: 7 days
Impression-based device matching

Impression-based device matching is Adjust’s primary method of impression-based attribution. Device matching allows Adjust to collect an advertising or device identifier from a recorded impression and use it for install attribution.

Manage impression-based device matching settings to determine the amount of time that users remain eligible for attribution following ad views. Adjust will always prioritize click-based attribution over impression-based attribution; we will only conduct impression-based attribution when there is no click data available.

Engagement type
Impressions
Valid identification types
List of accepted device identification types
Attribution window settings
Minimum: 1 hour
Maximum: 7 days
Recommended (default): 24 hours

Note: While the maximum attribution window for impression-based attribution is 7 days, we strongly advise keeping the value at 24 hours or under.

Impression-based fingerprinting

Impression-based fingerprinting is Adjust’s fallback method of impression attribution. Fingerprinting allows Adjust to collect the unique characteristics (IP address, user agent, device name, etc.) from a recorded impression and use them for install attribution. Since Adjust’s fingerprint attribution technology relies on device characteristics that are subject to frequent change, it becomes less effective over longer time periods.

Engagement type
Impressions
Valid identification types
N/A
Attribution window settings
Minimum: 1 hour
Maximum: 24 hours
Recommended (default): 6 hours

Note: Your impression-based fingerprinting attribution window cannot exceed your impression-based device matching attribution window.

6Tracker Maintenance

Keep your tracker list clean and concise by archiving trackers that are either permanently or temporarily out of action. You can bring them back into play at any time. While archived, they will continue to direct users as they normally would, and any data they send will continue to appear in your Dashboard—your tracker list will just be more organized.

6.1How to archive a tracker

Archiving a tracker is not a permanent action and does not delete the tracker from Adjust’s system. All archived trackers will still be used for attribution on the backend, and any related data will still display in your Dashboard statistics.

To view your archived trackers, simply check the SHOW ARCHIVED TRACKERS box at the top of your trackers list and any archived trackers will appear greyed out in the list.

Instructions

  1. Go to App Settings > (DATA MANAGEMENT) Trackers Selecting trackers
  2. Select the settings (gear) icon on the tracker you want to archive Selecting a tracker 3, Select EDIT Selecting EDIT
  3. Select ARCHIVE TRACKER Selecting ARCHIVE TRACKER
  4. Select ARCHIVE Confirming archive
  5. Select CANCEL to return to your tracker list Selecting CANCEL

6.2How to restore a tracker

Instructions

  1. Go to App Settings > (DATA MANAGEMENT) Trackers Selecting trackers
  2. Check SHOW ARCHIVED TRACKERS Showing archived trackers
  3. Select the settings (gear) icon on the tracker you wish to restore Selecting the settings for an archived tracker
  4. Select EDIT Opening the settings on an archived tracker
  5. Select RESTORE TRACKER Restoring an archived tracker
  6. Select CANCEL to return to your tracker list Selecting CANCEL

The tracker will now display in your list of active trackers as before.

6.3Blacklisted trackers

If a tracker has been blacklisted through the Adjust blacklist tracker API, Adjust no longer tracks engagements originating from this tracker.

When you select the settings (gear) icon beside a blacklisted tracker in the Campaign Wizard, the ATTRIBUTION SETTINGS display as BLACKLISTED. If you select EDIT for a blacklisted tracker, the only available option is to archive the tracker.

It is also possible to unblacklist trackers using the Adjust blacklist tracker API. Once a tracker is unblacklisted, Adjust will resume tracking engagements from the tracker and you will be able to edit the tracker settings in the Adjust Campaign Wizard. While unblacklisting a tracker takes immediate effect, it does not retroactively apply to your attribution data. Only the tracker engagements made after the time of unblacklisting will be considered within your attribution funnel.