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 advertising IDs. This will affect your impressions, impression_conversion_rate and effective cost per mille (ecpm) KPIs.

When you link an Adjust tracker to an ad network in the Campaign Wizard, Adjust will generate two tracker URLs: one for click-based attribution and one for impression tracking. You can 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

  • Adjust will only send these tracked impressions via callback if you have impression-based 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.
  • Impression tracking is available to clients in the Business package or above.

1Activating impression-based device matching attribution in Adjust

For Adjust to attribute installs to ad impressions, impression-based 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 (IMPRESSION BASED) Device matching
  3. Toggle Device matching for impressions to ON
  4. Select SAVE

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

2Activating impression-based fingerprinting attribution in Adjust

Fingerprinting is Adjust’s fallback method of attribution. For Adjust to match installs to ad impressions using fingerprinting, impression-based fingerprinting must be activated within the Adjust Dashboard. To enable fingerprinting attribution for ad views, follow the instructions below.


  1. Navigate to App Settings > (Settings) Attribution
  2. Select (IMPRESSION BASED) Fingerprinting
  3. Toggle Fingerprinting for impressions to ON
  4. Select SAVE

3Setting your impression-based attribution window in Adjust

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


  1. Navigate to App Settings > (Settings) Attribution
  2. Select (IMPRESSION BASED) Device matching and/or (IMPRESSION BASED) Fingerprinting
  3. Next, set an attribution window that accurately reflects your business logic
  4. When you have completed your setup, select SAVE

Once enabled, Adjust will attribute installs to ad impressions recorded within the specified window of impression-based 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.

4Viewing 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 ATTRIBUTION TYPE filter in the filters sidebar of any statistics view. You can select either Impressions or All engagements.

5Tracker URLs for impression tracking

Impression tracker URLs are automatically generated along with your click tracker URL when creating trackers in the Adjust Campaign Wizard. You can view your impression tracker URL at any time by going to your app settings, selecting Trackers, and selecting the settings (gear) icon beside any tracker. If you are only using impression-based device matching for attribution, ensure you append an advertising or device ID to your impression tracker URL ({idfa} for iOS and {gps_adid} for Android).

5.1Sending 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 advertising 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.

Additionally, if you wish to attribute impressions via fingerprinting, you are required to send through the following information:

  • Device type (e.g., Google Pixel XL)
  • Operating system (e.g., Android)
  • Operating system version (e.g., 7.1.2)
  • Language (e.g., en)
  • IP address (e.g.,
  • User agent

5.2Adding 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 Module Partners.