As of April 12, 2017, for all clients, excluding those with the Basic attribution package, Adjust will automatically record impression count for any Adjust-tracked campaigns.

Additionally, as of January 31, 2018, Adjust now tracks—not attributes—all impressions, even those without device IDs. This will affect your impressions, impression_conversion_rate and effective cost per mille (ecpm) KPIs.

This means that when you link an Adjust tracker to an ad network in the Tracker Wizard, Adjust will generate two tracker URLs: one for click-based attribution and one for impression tracking. You can then integrate both of these links with your network partner to enable Adjust tracking for ad impressions and ad clicks, thereby allowing you a more comprehensive overview of your app’s conversion funnel.

Unless you have enabled impression tracking in your Adjust Dashboard (as outlined here), Adjust will not attribute any of your users to any ad impressions. Therefore, these impression metrics will only reflect the total number of impressions and will not be considered for attribution.

Important Notes

  • For now, Adjust will only send these tracked impressions via callback if you have view-through attribution enabled.
  • If you are tracking ad spend data within Adjust, we highly recommend that your network partners integrate the impression tracker URL and your click URL when tracking your campaigns. This will allow Adjust to accurately calculate CPM and evaluate overall ad spend.
  • Impressions never trigger reattributions.
  • Impression tracking is available to clients in the Business package or above.

1Activating view-through attribution in Adjust

For Adjust to attribute installs to ad impressions, view-through attribution must be activated within the Adjust Dashboard. To enable attribution for ad views, follow the instructions below.


  1. Navigate to App Settings > (Settings) Attribution
  2. Select View-through Attribution
  3. Set the VIEW-THROUGH ATTRIBUTION toggle to ON
  4. When you are happy with your setup, select SAVE

Once enabled, Adjust will begin to attribute installs to your ad views.

2Setting your view-through attribution window in Adjust

The view-through attribution window determines how long an impression is eligible for attribution.


  1. Navigate to App Settings > (Settings) Attribution
  2. Select View-through Attribution
  3. Set the VIEW-THROUGH ATTRIBUTION toggle to ON
  4. Next, set an attribution window that accurately reflects your business logic
  5. When you have completed your setup, select SAVE

Once enabled, Adjust will attribute installs to ad impressions recorded within the specified window of view-through attribution. Please note that an impression attribution window over 24 hours may result in lower organic traffic reporting. Adjust recommends an attribution window of 24 hours or less.

3Viewing impression-based tracking in your dashboard

By default, your dashboard displays the data from all users who were attributed through clicks to a given tracker. You can show impression-attributed users by using the buttons in the upper right corner of your statistics views, going into “Impression mode”.

When in impression mode, impression- and click-attributed users are shown together, and all statistics relate to users who were attributed to a tracker either via an impression or via a click.

4Tracker URLs for impression tracking

Trackers used for impression tracking are different from those used for click tracking. For impression tracking, users should not be redirected onto a tracker URL; instead, the tracker URL should either be embedded as a pixel or pinged server-to-server.

Tracker URLs for impression tracking should use different endpoints than clicks. If you have a tracker link, like, an impression-tracking URL for the same tracker would read

That is, the domain is instead of, and you need to insert impression/ before the tracker ID.

Follow the steps below to set up an impression-tracking link:

  1. Grab a tracker URL that you are using for a given campaign.
  2. Change the domain from to
  3. Add impression/ into the path before the tracker ID.
  4. Additionally, if you want to attribute installs to impressions, you must add a device ID, such as the IDFA or the Google Play Services Advertiser ID. These should be added as placeholders or macros as the values of the corresponding parameters.


  5. The tracker URL will now return an empty GIF image when polled, so that you can include it as a pixel. Any subsequent conversions from these impressions will be tracked.

4.1Sending impressions server-to-server

Impressions can also be sent as a server-to-server ping. To implement this, simply configure a tracker URL as per the steps in the previous section, and add the parameter s2s=1. If you want to attribute installs to impressions, server-to-server impressions also require device IDs.

You must add this parameter if you are pinging the tracker URLs with impressions from a server. If you send pings from a server, but don’t mark it as such, your impressions will not be tracked.

4.2Adding additional parameters onto impression-tracking URLs

Tracker URLs for impression tracking support a subset of the parameters mentioned in the Tracker Generation guide.

The parameters that are supported by impression-tracking URLs are as follows:

  • Campaign Structure Parameters, to which you can pass arbitrary data to create new segments in the dashboard: campaign, adgroup, and creative.
  • Callback parameters, as described in the Network Integration guide.
  • Labels, deep links (for deferred deep linking), and click ID parameters belonging to Special Partners.