What breaks when one postback is misconfigured?

That network's model learns from a wrong signal and its optimization drifts. It usually surfaces as zero installs or a sudden conversion drop.

How do SAN and S2S integrations differ?

A SAN reports its own aggregated results back, while S2S pushes events from your server. They fail in different ways and need different checks.

How do you integrate network postbacks safely?

Configure the per-network mapping, verify with test conversions, then go live.

1 Foundation · 1-3

Network Postback Integration Manual

Standardizes partner integration between Adjust and the networks (Meta/Google/TikTok/Apple). One misconfigured postback can wreck a network's machine-learning optimization — every integration goes LIVE only after passing this procedure.

Owner · Growth Ops7 network integrations

Summary

A postback is the channel through which the MMP (Adjust) delivers attribution results back to each ad network. Every network goes through three steps: (1) partner activation, (2) postback mapping, (3) macro verification. Meta/TikTok are SAN (Self-Attributing Networks); Google/Apple run a SAN+S2S hybrid by default.

§1 Postback overview

Install Postback — sent to the network on each new install. The core learning signal for ML optimization.
In-App Event Postback — sent when in-app events (signup, purchase, etc.) fire. Required for tCPA/tROAS bidding.

For SAN networks, Adjust doesn't issue click URLs — the network supplies its own click/view data to the MMP. Meta, Google, TikTok, Snap, X, and Apple Search Ads are the main examples.

§2 Integration type by network

Network↕	Type↕	Attribution window↕	Cost ingestion↕	Notes↕
Meta Ads	SAN	1d click / 1d view	Automatic	Check app AEM eligibility and optimization events
Google Ads (UAC)	SAN	30d click / 1d engaged-view	Automatic	Firebase link required; gbraid/wbraid auto-collected
TikTok	SAN	7d click / 1d view	Automatic	Separate SKAN postback channel for iOS
Apple Search Ads	S2S	30d click	Automatic (ASA API)	Map ASA campaign IDs to the App Token
Moloco	S2S	7d click	Manual (file)	Disabling probabilistic matching recommended
LINE Ads	Click URL	7d click	Manual	JP/TW markets only
AppLovin	SAN	7d click	Automatic	Verify MAX bidding vs Direct separately

§3 Adjust partner setup (common procedure)

Adjust dashboard → the app → open Partner Setup
Search the partner → click + Add Partner
Enter credentials (Meta = Pixel ID, Google = Linker ID, TikTok = Advertiser ID)
Sending Settings: send only Install + Tier-1 in-app events
Fire install/events from a sandbox test device → confirm receipt in the network dashboard (up to 24h delay)
Switch to Production after verification

3.1 Meta · Aggregated Event Measurement (AEM)

Distinguish app AEM from web event configuration. Do not apply the historical web eight-event priority limit as a universal iOS app sending limit. Check app and event eligibility in Events Manager and the current ad-set measurement and optimization settings.

Check the MMP Meta integration and event mapping, event receipt in Events Manager, optimization-event eligibility, and the ad-set AEM and SKAN settings. Test against the options supported for the account.

3.2 Google Ads · Firebase link

UAC requires a Firebase connection. Either mirror Adjust events into GA4, or send Adjust → Google Ads directly. Direct sending loses less data and is the primary recommendation.

Google Conversion Linker mapping

# Found on the Google Ads partner page in the Adjust dashboard
# Linker ID example: aw-123456789
# Conversion Labels are issued per event:
#   install:   AbCdEf1234-aw-installs
#   purchase:  XyZ789-aw-purchase
# Match 1:1 in Adjust → Partner Setup → Google Ads → Conversion Mapping

§4 URL macro spec

Non-SAN networks (Moloco, LINE, etc.) require Adjust macros embedded in the click URL. The network substitutes each macro with its own value at click time.

Macro↕	Adjust parameter↕	Purpose↕
{campaign_id}	campaign_id	Campaign identifier. Matches the network campaign ID 1:1
{campaign_name}	campaign	Campaign name (URL-encode non-ASCII/whitespace)
{adgroup_name}	adgroup	Ad group / targeting unit
{creative_name}	creative	Creative unit (for A/B testing)
{idfa}	idfa	iOS advertising identifier (when ATT authorized)
{gps_adid}	gps_adid	Android Google Play Services ADID
{cost}	cost_amount	Cost per click/impression
{click_id}	click_id	Network's unique click ID
{deeplink}	deeplink	Deep link URL (URL-encoded)

§5 Troubleshooting

Installs report as 0 in the network dashboard

1) Check the Install Postback toggle in Adjust → Partner Setup. 2) Never issue a separate click URL to a SAN network — double tracking misclassifies traffic as organic. 3) Confirm a Sandbox token isn't being used in Production.

Cost data shows 0 in the Adjust dashboard

Per-network Cost API integration is a separate opt-in. Adjust → App Setup → Cost Data → register each network's API key. Meta = System User Access Token, Google = Ads API auth. Initial sync takes 24–48 hours.

Probabilistic matching share is high

When iOS 14.5+ users decline ATT, IDFA is masked and deterministic matching is impossible. Adjust falls back to IP+UA fingerprinting, but networks like Moloco don't trust it. Run those networks on a single SKAdNetwork channel instead.

Loading…

Related resources