App events & parameters guide for Adjust integration

This guide is designed for developers and technical marketers who are integrating their store app with advertising platforms using Adjust.

It includes:

A list of app events
Parameters for each event
Description and data type for each parameter
Use cases for each event
Corresponding naming conventions in ad platforms (e.g., Meta)

This reference helps you correctly set up Event Mapping and Parameter Mapping in Adjust to improve data quality and campaign performance.

Parameter mapping

If your app sends parameters using names that differ from those used by the advertising platform, you must map them in Adjust.

Example:

App sends: price
Facebook expects: fb_price

You must map these to ensure correct data interpretation.

Core events & parameters

Event: Product added to wishlist

Tracks when a user adds a product to their wishlist.

Key parameters:

This event is triggered when a user adds a product to their wishlist.

Parameter	Description	Type
wishlist_name	Name of the wishlist	string
product_id	Product ID	string
item_id	Product ID	string
wishlist_id	Wishlist ID	string
user_id	User ID	string
id	User ID	string
position	Product position in the list	number
category	Product category	string
sku	Product SKU	string
url	Product URL	string
quantity	Product quantity	number
name	Product name	string
price	Product price	number
currency	Currency	string
image_url	Product image URL	string
email	User email	string
phone	User phone number	string
gender	User gender	string
birthday	User date of birth	string
first_name	User first name	string
last_name	User last name	string

User data (optional / hashed supported):

email
phone
gender
birthday
first_name / last_name

2. Event: Product added (Add to cart)

Tracks when a user adds a product to their cart.

Key parameters:

Parameter	Description	Type
product_id	Product ID	string
item_id	Product ID	string
cart_id	Cart ID	string
quantity	Product quantity	number
price	Product price	number
currency	Currency	string
category	Product category	string
name	Product name	string
image_url	Product image URL	string
url	Product URL	string
content_ids	List of product IDs	array
position	Product position	number
email	User email	string
phone	User phone number	string
gender	User gender	string
birthday	User date of birth	string
first_name	User first name	string
last_name	User last name	string

Additional:

content_ids (array of product IDs)
position (in listing/search results)

3. Event: Promotion clicked

Tracks when a user clicks on an in-app promotion/banner.

Key parameters:

Parameter	Description	Type
promotion_id	Promotion ID	string
name	Promotion name	string
position	Promotion position	string
user_id	User ID	string
email	User email	string
phone	User phone number	string

4. Event: Products searched

Tracks search behavior inside the app.

Key parameters:

Parameter	Description	Type
search_string	Search term	string
query	Search term	string
results_count	Number of results	number
user_id	User ID	string
language	Language	string
email	User email	string
phone	User phone number	string

5. Event: Order completed

Tracks successful order completion.

Key parameters:

Parameter	Description	Type
order_id	Order ID	string
transaction_id	Transaction ID	string
value	Total order value (including tax)	number
revenue	Order value (excluding tax)	number
tax	Tax amount	number
shipping	Shipping cost	number
discount	Discount amount	number
num_items	Number of items	number
currency	Currency	string
content_ids	List of product IDs	array
email	User email	string
phone	User phone number	string
first_name	User first name	string
last_name	User last name	string

Products array (Inside order event)

Each product in the order may include:

Parameter	Description	Type
product_id	Product ID	string
name	Product name	string
sku	Product SKU	string
price	Product price	number
quantity	Quantity	number
variant	Product variant	string
brand	Brand	string
category	Category	string
image_url	Product image URL	string
url	Product URL	string

Hashed parameters

For privacy compliance, sensitive data can be sent as hashed values:

Parameter	Description	Type
hashed_email_address	Hashed email	string
hashed_phone_number	Hashed phone number	string
hashed_first_name	Hashed first name	string
hashed_last_name	Hashed last name	string
hashed_gender	Hashed gender	string
hashed_dob	Hashed date of birth	string

Why this matters

Correct event and parameter mapping allows ad platforms to:

Understand user behavior inside your app
Measure campaign performance accurately
Optimize targeting and conversions
Improve return on ad spend (ROAS)

Summary

To get the best results from Adjust integration:

Map events correctly
Ensure parameter names match the ad platform
Include key parameters (price, currency, IDs)
Use hashed data for sensitive fields
Test events before launching campaigns

Help Center

App events & parameters guide for Adjust integration