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