Adjust

Overview

Adjust is a mobile attribution and marketing analytics platform used by app developers and growth marketers to measure which advertising campaigns, channels, and creatives drive app installs and in-app conversion events. Adjust's web SDK bridges web landing pages and app store conversion flows — it fires on pre-install landing pages to capture ad attribution data and link it to downstream app install events reported by the mobile SDK.

What This Script Does

The Adjust web SDK (adjust-latest.min.js) is loaded from cdn.adjust.com or bundled into the site. It is typically deployed on landing pages, app download pages, and web-to-app transition flows.

Cookies Set by Adjust:

• adj_id — persistent attribution identifier cookie, first-party, typically 30–180 days; stores the Adjust device ID or web UUID assigned to the browser to link the current session to a prior ad click
• adj_info — attribution data cache cookie; stores the decoded click attribution payload (campaign, adgroup, creative, network, click timestamp) to persist attribution across the web-to-app redirect flow
• adj_adid — advertiser ID cache, session-scoped or short persistent; used in fingerprinting-fallback attribution scenarios

Data Collected:

• Referral and click attribution parameters extracted from URL: adjust_campaign, adjust_adgroup, adjust_creative, adjust_network, adj_t (click token from Adjust's link tracker)
• Device/browser signals for probabilistic fingerprint matching: IP address, user-agent string, screen resolution, browser language, timezone, installed plugins
• Page URL and referrer at time of SDK initialization
• Conversion events fired on the page (e.g., app store redirect click, form completion)
• App install and in-app event data is reported separately by the mobile SDK and matched server-side to web attribution records

Network Requests:

• Attribution lookup requests to app.adjust.com/attribution (GET) passing device signals and click tokens
• Conversion event callbacks to s2s.adjust.com for server-to-server attribution matching
• Redirect flows through app.adjust.net (Adjust's click tracking domain) which captures the click and redirects to the app store

IAB TCF Purposes: Purposes 1 (store/access info), 7 (measurement), and 9 (research) apply. Adjust is a registered IAB TCF vendor (Vendor ID 1092).

Adjust GmbH is a German company (Berlin). Data is processed under GDPR with DPA available. US data transferred under Standard Contractual Clauses. Adjust participates in the EU-US Data Privacy Framework.

Consent & Compliance

Adjust spans analytics and marketing categories. The attribution cookies and fingerprinting signals require explicit opt-in consent under GDPR Article 6(1)(a) and Article 5(3) ePrivacy Directive. The cross-device tracking implicit in web-to-app attribution — linking a browser session to a specific ad click and then to a mobile device identity — constitutes profiling under GDPR Article 4(4). Under CCPA/CPRA, sharing attribution data with advertising networks (the source networks receive confirmation of which installs they drove) may constitute "sharing" of personal information for cross-context behavioral advertising under Cal. Civ. Code §1798.140(ah).

Should You Block This Without Consent?

Yes. Adjust's web SDK tracks users across the web-to-app conversion funnel using persistent cookies, click tokens, and probabilistic fingerprinting. Block until the user consents to analytics or marketing data collection.