Adjust is a Facebook Mobile Measurement Partner. This means we can collect data on and analyze the performance of your Facebook Mobile App Install Ads, Facebook Engagement and Re-Engagement campaigns - with no more than a click of a button.

1Activating the Facebook integration

To activate the Facebook integration, simply enter your Facebook app ID (this must contain numbers only) in the Settings tab of your app. That’s all - you won’t need to modify your campaign setup or your app (other than having integrated the Adjust SDK). Your Facebook app ID relates to the Facebook app you have set up to correspond to your mobile app on

When you activate the integration, Adjust immediately opens a connection to Facebook to share data and to correlate Facebook ad activity with converting app users. No trackers are required to be created manually for Facebook campaigns, they will be created concurrently as traffic is driven by these campaigns.

Adjust organizes your Facebook conversions in a campaign structure including your campaigns, campaign groups and adgroups. Your Facebook traffic is, of course, analyzed in the same way as all other traffic, including full cohort and in-app event analysis.

To set up Facebook ad campaigns with Adjust, follow these steps:

  1. Create a new Facebook app linked to your mobile app, or use an existing one.

  2. Add your Facebook app ID to your Adjust dashboard to activate the integration.

  3. Start or resume your Facebook ad campaigns. Performance of Mobile App Install Ads and Engagement Ads is automatically provided in your dashboard.

1.1Set up a new Facebook app

If you have not yet configured your app on Facebook, you can do so easily from your browser. You do not need to modify the mobile app itself.

  1. Go to

  2. Open the “Apps” menu in the upper right. Hit “Create new app.”

  3. Enter the name for the app, and pick a namespace for it. With mobile apps, the namespace is arbitrary. For our test app, we’ll call the app “adjust” and give it the namespace “adjust_test_app”.

  4. You can now enter your app dashboard by selecting your new app in the “Apps” menu. Your Facebook app ID is generated, but we still need to configure your platforms. Click “Settings” in the menu on the left.

  5. Hit “Add Platform”, and select iOS, Android or Windows App, depending on your platform. If your app is available on several platforms, you can set up each platform one-by-one. We’ll start with iOS.

  6. You’ll need the bundle ID and App Store IDs for your app. These are to be configured in order for Facebook to be able to send users to your App Store page.

  7. When you have added your platforms, you can now take your Facebook app ID and enter it in your Adjust dashboard.

1.2Event Linking

Adjust can use the Event Linking feature to send detailed event data back to Facebook for more precise targeting and analysis. Each of the in-app events that you track with Adjust can be mapped to either a predefined or custom Facebook event. The mappings are arbitrary, so you can match any event to the most descriptive title in Facebook.

Note that mapping your events to Facebook’s predefined events allows Facebook to build Lookalike and Custom audiences with the data you transmit. Facebook will not build Custom or Lookalike audiences if you choose to input a custom label, but will still track these events within the Facebook Analytics suite.

The available predefined Facebook labels are:


If you choose to use a Custom label, simply type the label that you want to use into the input field. The field will then be marked “Custom”.

Any event name you decide upon must be alphanumeric and contain between two and 40 characters. Event names can also contain underscores (_), hyphens (-) and spaces ( ). If an event name contains any special characters besides underscores and hyphens, Facebook will reject the parameter.

Each Facebook label can be mapped to one or more Adjust events. For example, you may be tracking multiple purchases types in Adjust, which you could send back to Facebook as “fb_mobile_purchase”. Each Adjust event, however, can only have one Facebook label.

You can set up your Event Linking in the App Settings tab, beneath where you set up your Facebook app ID. As soon as you hit “Save”, the mapped events will be transmitted from Adjust to Facebook for all traffic.

1.3Forwarding revenues and purchases to Facebook

In order to use your revenue data in the Facebook Ads dashboard, you can configure Adjust to transmit purchases and revenues over to Facebook.

To do so, you need to activate “Revenue Forwarding” in the Facebook Partner Settings, and link at least one revenue event that you are tracking as fb_mobile_purchase.

  1. On your Apps page in the Adjust dashboard, unfold the app that you want to configure and hit “Settings”.

  2. Navigate through Partner Settings to Facebook.

  3. Enable Revenue Forwarding by clicking the slider.

  4. Find your purchase events under Event Linking, and choose “fb_mobile_purchase” in the dropdown list next to it.

    If you have multiple purchase events, you can link all of them to fb_mobile_purchase.

Once you’ve linked your purchase events and activated Revenue Forwarding, Adjust will transmit purchases and revenues over to Facebook for use in the Ads dashboard.

1.4Forwarding Adjust-tracked uninstalls to Facebook

If you have activated your Facebook integration and purchased Adjust’s <a href=>uninstall and reinstall tracking package</a>, then we will automatically send uninstall data to Facebook by default.

To stop forwarding Adjust-tracked uninstalls to Facebook, follow the instructions below.

  1. On your Apps page in the Adjust dashboard, unfold the app that you want to configure and hit “Settings”.

  2. Navigate through Partner Settings to Facebook.

  3. Disable Uninstall Forwarding by clicking the slider.

You can choose to share uninstall data with Facebook at any time by sliding the toggle back to ON.

1.5Callbacks for Facebook traffic

If you wish to do more extensive analysis of your Facebook performance, you can also receive detailed data on your Facebook ad groups through callbacks to your servers.

The administrator of your Facebook Ad Account(s) can activate Advanced Mobile App Measurement simply by signing and approving the Advanced Mobile App Measurement Terms and Conditions, found here.

Once the administrator of your Ad Account signs the Terms and Conditions, Adjust will be notified along with the responses to our requests. Each of those conversions are tagged for Advanced Mobile App Measurement, and will be sent back to you in detail.

1.6Facebook campaign structure

The Adjust and Facebook campaign structure are very similar, but use slightly different terminology. When speaking of Facebook campaigns, you primarily use the terms “campaigns”, “ad sets”, and “ads”. These are translated into Adjust terminology as follows:

Adjust tracker level Facebook term
Network n/a (“Facebook Installs”)
Campaign Campaign
Adgroup Advert Set
Creative Ads

Each tracker in the Facebook Installs group uses the format “Name (ID)”, where the ID is the unique Facebook campaign, adset, or ad ID.


  • Active Facebook ad campaigns are not being tracked. Adjust will automatically start submitting data to Facebook whenever your app ID is entered. Data will however only appear under your Facebook sources if any successful conversions have been confirmed. Make sure that the ad campaigns are registered toward the same Facebook app that you entered in the Adjust dashboard, as it is possible to link more than one Facebook app to the same mobile app.

  • Adjust dashboard shows more or fewer installs than Facebook. Facebook offers different types of attribution models, e.g. click- or impression-based, and through different attribution windows, e.g. 7 days or 28 days. For comparibility to your other traffic sources, Adjust displays only 7-day click-based data. Make sure that you are viewing Facebook reporting on the 7-day click-based attribution model before comparing data to Adjust.

  • Callbacks are missing ad group data. Please see the section above on callbacks & Facebook traffic.

If your problems have not been resolved by the above, feel free to shoot an e-mail to

1.8Re-engagement Campaigns

Facebook Re-Engagement Campaigns allows you to target existing users of your mobile app with improved re-engagement mechanics, bring them back and create more value out of previous conversions.

Adjust automatically syncs and queries Facebook data for re-engagement. Your re-engagement campaigns will be displayed as separate trackers in the dashboard, just like your Mobile App Install Ads. That way, you’ll be able to instantly analyze and isolate your re-engagement clearly from your newly acquired users.

Performance statistics from re-engaged users are no longer reported on the old tracker; instead will only be displayed under your new tracker. The users are reattributed to the re-engagement campaign. This is the same behavior as with other retargeting and re-engagement campaigns you can track with Adjust.

For the purpose of cohort analysis, your re-engaged users are considered to be in the “install cohort” for the day on which they were reattributed.

As reattributions are automatically generated, you have the possibility to have them blocked via the Track Reattribution switch if you are not running any reattribution campaigns on Facebook.

1.9Impression-based tracking

When you have activated the Facebook integration Adjust will automatically track according to click-based attribution only. To activate impression-based tracking for Facebook, simply follow the instructions as per any other network partner.

1.10Expired Attributions

For policy reasons, all Facebook Marketing Partners are instructed not to store Facebook attribution data longer than 150 days. Once this limit has been reached, users are automatically moved to a separate tracker, “Expired Attributions”, which you can find under Facebook Installs or Off-Facebook Installs.

We continue to track the users’ performance, but all events and sessions - past as well as new - are moved onto the Expired Attributions tracker. The change applies retrospectively.

Expired attributions trigger callbacks as they do normally, although the expiration itself is not recorded as a reattribution event and hence does not trigger a reattribution callback.

1.11Deferred Deep linking

Facebook now supports deferred deep linking with Adjust. This will work with iOS SDK version 4.9 and higher, as well as SDK version 4.10 and higher for both Android and all other, non-native SDKs.

Facebook deferred deep linking will function as per any of your other deep linking campaigns. For more information, see our deeplinking guide

Note: Attempting to use both the Adjust SDK and the Facebook SDK for deferred deeplinking will stop the feature from working. While Adjust supports Facebook deferred deeplinking by default, you will need to notify us first if you would like to deeplink through your own means or through the Facebook SDK. Please contact if you wish to use your own deeplinking or deep link through the Facebook SDK.

1.12Facebook Audience Network

Campaigns running on the Facebook Audience Network can be analyzed in the same way as Facebook Mobile App Install Ads and Facebook Re-engagement Campaigns. Adjust will automatically recognize incoming Facebook traffic and group it under a dedicated tracker group, “Off-Facebook Installs”. Your campaign structure is displayed in the same way and the same KPIs will be calculated from this traffic.

1.13Instagram campaigns

Campaigns running on Instagram are also analyzed in the same way as campaigns running on Facebook. Adjust will automatically recognize incoming traffic from Instagram and group it under a dedicated tracker, “Instagram Installs”.

Your campaign structure is displayed in the same way, and the same KPIs will be calculated from this traffic.

1.14Facebook Messenger campaigns

As for Audience Network and Instagram, Messenger campaigns are analyzed in the same way as Facebook campaigns. Adjust automatically recognizes incoming traffic from Messenger and groups it under a dedicated tracker, “Facebook Messenger Installs”.

Campaign structure remains unchanged, and you will have access to the same KPIs.

1.15Using trackers in Facebook posts

You can of course also use your organic reach - via Facebook pages or statuses - with Adjust trackers, so as to also track any conversions coming from these links.

Through Adjust’s sister service, apptrace, we’ll automatically load assets and naming for your app.

Just create a new tracker link, say “Facebook Posts”, and add this to your Facebook status. You can also create subtrackers or use Campaign Structure Parameters to identify specific posts or pages.

Facebook Post example

1.16Using dynamic product ads

Facebook dynamic product ads allow you to promote relevant products and services to targeted groups across mobile and other devices.

Dynamic product ads can be used for either commercial products or travel services.

These two services require different event mappings and partner parameters. Both are covered in the proceeding sections.

Adjust can collect and pass relevant product data for an event using our partner parameters, which will allow you to utilize this data in your Facebook dynamic product ads setup. Simply take the following steps to start tracking your dynamic product ads:

  1. Enable your Facebook and Adjust setup
  2. Set up your Product Catalog, Product Feeds and Product Sets in the Facebook interface
  3. Set up partner parameters in your SDK
  4. Create events to track users passing through your apps

Note: All partner parameters, keys and values must be alphanumeric - they must not contain any special characters.

Events and partner parameters for commerce

To start tracking your dynamic product ads for commerce, you must track a minimum of three events: the view, the addition to the user’s cart and the purchase.

Facebook uses the following event names for these dynamic product ad events:

Event name Description
fb_mobile_content_view When a person has viewed a product
fb_mobile_add_to_cart When a item has been added to the cart
fb_mobile_purchase When a item/items have been purchased

Each event requires two parameters to be successfully triggered: one for the item ID and one for whether the ID is a product or product group ID. These can be defined for each event in the Adjust SDK, or, if you have already defined your parameters, you can map them in App Settings > Partner Setup > Facebook > Partner Parameter Mapping.

The required and additional parameters are as follows:

Field Name Description Type Required
fb_content_type either ‘product’ or ‘product_group’ string yes
fb_content_id The retailer’s product or product group ID(s). This should be a string containing a JSON encoded array of ids string yes
_valueToSum The value of the product of purchase amount string no
fb_currency The currency of the product or purchase amount string no
Events and partner parameters for travel

To start tracking your dynamic product ads for travel, there are four events that you need to map:

Event Description
fb_mobile_search When someone has made a travel-related search
fb_mobile_content_view When someone has viewed details of a specific travel entity, e.g., a hotel or destination
fb_mobile_initiated_checkout When someone has begun the booking process
fb_mobile_purchase When someone has completed their travel booking

You will also need to append several parameters. These can be defined for each event in the Adjust SDK, or, if you have already defined your parameters, you can map them in App Settings > Partner Setup > Facebook > Partner Parameter Mapping. The parameters you need depend on whether you are advertising a hotel or flight. The table below lists the parameters and where they are required.

Field name Description Type Hotel only Flight only Hotel and flight
fb_content_type Value(s) must be hotel, flight or destination string    
_valueToSum The value of the booking string    
fb_currency Currency the booking is made in string    
fb_content_id Hotel IDs in your catalog string    
fb_checkin_date Date* client wants to check in string    
fb_checkout_date Date* client wants to check out string    
fb_city E.g., New York City. Required for search event string    
fb_region State in the US, e.g., New York. Required for search event string    
fb_country Country code, e.g.,US. Required for search event string    
fb_departing_departure_date Date* of departure string    
fb_origin_airport The IATA code for origin, e.g., JFK string    
fb_destination_airport The IATA code for destination, e.g., JFK string    

*Acceptable formats for dates:

  • YYYYMMDD, e.g., 20170623
  • YYYY-MM-DD, e.g., 2017-06-23
  • YYYY-MM-DDThh:mmTZD, e.g., 2017-06-23T15:30GMT
  • YYYY-MM-DDThh:mm:ssTZD, e.g., 2017-06-23T15:30:00GMT

There is a 25 parameter limitation on a per-event basis: for each event, only the first 25 parameters are logged. If you have more than 25 parameters, you may need to deactivate some of the 25 parameters in order for Facebook to log the others. For non-standard events, you can inactivate them at your app analytics tool. For standard events, there is currently no public way to inactivate parameters.

1.17Facebook Cost Data Activation

You can allow Adjust access to the cost data from all or individual Facebook ad accounts.

Select the Menu button at the top left of the Adjust dashboard, then Partner Ad Accounts. On the top menu, select Facebook. Here, you can link a Facebook profile to Adjust, if you have not done so already. You will be redirected to Facebook, where you must login and allow Adjust the necessary permissions.

Back in the dashboard, you can now press the down arrow besides your Facebook profile name to see a list of all Facebook ad accounts attached to your profile. By default, all accounts will be connected. You can disconnect and reconnect accounts from Adjust by sliding the on/off toggle on the right side of the screen. This does not affect how ad accounts link to your Facebook profile, only whether Adjust can access the data from them.

To remove a Facebook profile and all associated ad accounts from Adjust, press the Unlink button to the right of the profile name.

2Facebook Marketing Partners

As a Facebook Mobile Measurement Partner, we make sure to be in touch with the other partners you may be working with for your Facebook campaigns. Facebook Marketing Partners with Ad Technology, Media Buying, and FBX specialties are companies that have access to ad management APIs and can help you optimize and analyze your campaigns. Adjust is a Facebook Marketing Partner with the Measurement Speciality.

In particular, Adjust can pass back data on your in-app events straight to other Facebook Marketing Partners.

2.1List of integrated Facebook Marketing Partners

2.2Working with non-integrated Marketing Partners

Facebook Marketing Partners can typically access Adjust data on your Facebook campaigns directly through Facebook’s APIs; however, this may or may not include all of your in-app events.

You can always send your in-app events back to Facebook, which can then be exposed through Facebook’s APIs, circumventing the need for an additional Adjust module.

If you are working with a Facebook Marketing Partner which is not on the list above, feel free to contact our support teams to check what we know about that particular partner.