Adjust

Adjust is a mobile attribution and analytics platform that helps marketers measure campaign performance, track installs, and analyze user behavior across networks and channels. It centralizes attribution data from paid and organic sources so you can understand what's driving growth.

Connecting Adjust to Coupler.io lets you pull that data into your preferred destination on a schedule — no manual exports, no copy-pasting.

Why connect Adjust to Coupler.io?

• Automate reporting — schedule regular data refreshes so your dashboards always reflect current campaign performance

• Combine data sources — use Coupler.io's Join or Append transformations to merge Adjust attribution data with spend data from ad networks or CRM records

• Send data anywhere — export to Google Sheets, Excel, BigQuery, Looker Studio, or AI tools like ChatGPT, Claude, Gemini, or Perplexity for deeper analysis

• Custom metric and dimension slices — choose exactly which metrics and dimensions matter for your reporting instead of working around Adjust's default views

Prerequisites

• An active Adjust account

• Your Adjust API token — find it in your Adjust dashboard under Account Settings → Your profile → API token

• Access to the apps and data you want to export

Quick start

Start with a focused report: pick 3–5 key metrics (like installs, revenue, roas) and 2–3 dimensions (like network, campaign, country). You can always expand later.

How to connect

1

Create a new data flow in Coupler.io. From your Coupler.io dashboard, click Add data flow and select Adjust as your source.

2

Enter your Adjust API token. Paste your API token into the authentication field. You can find this in Adjust under Account Settings → Your profile → API token.

3

Set your start date. Use the date picker to define the earliest date you want data from. Adjust reports are date-range based, so this determines how far back your data goes.

4

Select metrics and dimensions. Choose at least one metric (e.g., installs, revenue, roas) and any dimensions you want to break data down by (e.g., network, campaign, country). You can also add additional metrics not in the default list.

5

Choose your destination. Select where you want the data sent — Google Sheets, BigQuery, Excel, Looker Studio, or an AI destination like ChatGPT or Claude.

6

Run the data flow. Click Run to execute a manual sync. Once it completes successfully, your data will appear in the destination and you'll be able to set up a schedule.

Available entities

Entity	Description
Report	Marketing attribution and analytics data including installs, events, revenue, and campaign performance across dimensions and time periods

Adjust data overview

Adjust exposes a single flexible Report entity through Coupler.io. Rather than returning fixed tables, it lets you define exactly which metrics and dimensions to include — giving you a custom slice of your attribution data every time.

Report entity

Entity	What it contains
Report	Installs, events, revenue, ad revenue, cost, ROAS, DAUs/MAUs, cohort metrics, and more — broken down by any combination of supported dimensions

Available metrics

Network and cost metrics

Metric	Description
network_cost	Total cost reported by the network
network_cost_diff	Difference between Adjust and network cost
network_clicks	Clicks reported by the network
network_impressions	Impressions reported by the network
network_installs	Installs reported by the network
network_installs_diff	Difference between Adjust and network installs
network_ecpc	Effective cost per click (network)
network_ecpi	Effective cost per install (network)
network_ecpm	Effective cost per mille (network)
cost	Total spend tracked by Adjust
adjust_cost	Cost as recorded in Adjust
click_cost	Cost attributed to clicks
impression_cost	Cost attributed to impressions
install_cost	Cost per install
ecpc	Effective cost per click
ecpi	Effective cost per install
ecpi_all	Effective cost per install (all installs)
ecpm	Effective cost per mille

Revenue metrics

Metric	Description
revenue	In-app purchase revenue
cohort_revenue	Cohort-based revenue
all_revenue	Total revenue (IAP + ad revenue)
cohort_all_revenue	Cohort-based total revenue
ad_revenue	Revenue from ads shown to users
cohort_ad_revenue	Cohort-based ad revenue
arpdau	Average revenue per daily active user
arpdau_ad	ARPDAU from ad revenue
arpdau_iap	ARPDAU from in-app purchases
roas	Return on ad spend
roas_ad	ROAS from ad revenue
roas_iap	ROAS from in-app purchases
return_on_investment	ROI
revenue_to_cost	Revenue-to-cost ratio
gross_profit	Revenue minus cost
cohort_gross_profit	Cohort-based gross profit
revenue_events	Number of revenue-generating events
ad_rpm	Ad revenue per mille
ad_impressions	Impressions served to users

Install and engagement metrics

Metric	Description
installs	Total installs attributed by Adjust
paid_installs	Installs from paid sources
organic_installs	Installs from organic sources
non_organic_installs	Installs from non-organic sources
installs_per_mile	Installs per 1,000 impressions
reattributions	Users reattributed to a new source
deattributions	Removed attributions
clicks	Total clicks
paid_clicks	Clicks from paid campaigns
impressions	Total impressions
paid_impressions	Impressions from paid campaigns
ctr	Click-through rate
click_conversion_rate	Clicks to installs rate
impression_conversion_rate	Impressions to installs rate
sessions	Total app sessions
base_sessions	Baseline session count
events	Total in-app events
daus	Daily active users
waus	Weekly active users
maus	Monthly active users
gdpr_forgets	GDPR forget requests
limit_ad_tracking_installs	Installs with LAT enabled
limit_ad_tracking_install_rate	Rate of LAT installs
limit_ad_tracking_reattributions	Reattributions with LAT
limit_ad_tracking_reattribution_rate	Rate of LAT reattributions

Available dimensions

App and platform

Dimension	Description
app	App name
app_token	Adjust app token
store_id	App store identifier
store_type	App store (Apple App Store, Google Play, etc.)
os_name	Operating system (iOS, Android, etc.)
device_type	Device category (phone, tablet, etc.)

Campaign hierarchy

Dimension	Description
network	Ad network name
app_network	App-level network
campaign	Campaign name
campaign_network	Campaign name from network
campaign_id_network	Campaign ID from network
adgroup	Ad group name
adgroup_network	Ad group name from network
adgroup_id_network	Ad group ID from network
creative	Creative name
creative_network	Creative name from network
creative_id_network	Creative ID from network
source_network	Source name from network
source_id_network	Source ID from network
partner_name	Partner/network partner name
partner_id	Partner ID

Geography and currency

Dimension	Description
country	Country name
country_code	ISO country code
region	Geographic region
currency	Currency name
currency_code	ISO currency code

Common metric combinations

Use case	Suggested metrics	Suggested dimensions
Campaign performance	installs, cost, ecpi, roas	network, campaign
Creative analysis	clicks, ctr, installs, click_conversion_rate	creative, network
Revenue attribution	revenue, all_revenue, roas, arpdau	network, campaign, country
Geo breakdown	installs, revenue, cost	country, os_name
Cohort revenue	cohort_revenue, cohort_ad_revenue, cohort_gross_profit	network, campaign

Use cases by role

Performance marketers

Use Adjust data in Coupler.io to track install volume and cost-per-install across networks in a single Google Sheets dashboard. Join Adjust report data with raw spend exports from Facebook or Google Ads using Coupler.io's Join transformation to reconcile cost discrepancies between what Adjust sees and what networks report.

Growth & product teams

Pull DAU, WAU, MAU, and session data alongside cohort revenue metrics to understand engagement trends. Use the os_name and device_type dimensions to compare behavior across platforms, and send data to ChatGPT or Gemini for natural-language analysis of user lifecycle patterns.

Finance teams

Export all_revenue, gross_profit, and return_on_investment broken down by currency_code and network into BigQuery or Excel for financial reconciliation. Cohort revenue metrics help model long-term LTV contributions from each acquisition channel.

Platform-specific notes

• Adjust reports are built dynamically — you must select at least one metric for the report to return data

• Cohort metrics (e.g., cohort_revenue, cohort_gross_profit) measure performance of a user group over time from install date and may not match non-cohort equivalents

• Network-reported metrics (prefixed network_) come directly from ad network APIs and may differ from Adjust-attributed values due to attribution windows and deduplication

• The additional_metrics field lets you add custom or app-specific event metrics not in the default list — enter each on a new line

• GDPR forget events (gdpr_forgets) affect attribution data retroactively; rows with deleted users may show reduced install or revenue counts

Adjust common issues

Connection issues

My API token is not accepted

Double-check that you're using the correct API token from Adjust. Go to Account Settings → Your profile → API token in Adjust — this is different from your app token. Make sure there are no leading or trailing spaces when you paste it into Coupler.io.

The data flow fails immediately after setup

This usually means no metrics were selected. Adjust requires at least one metric to generate a report. Go back to the Metrics and dimensions step in your data flow settings and confirm at least one metric is selected.

Missing data

My report returns no rows

Check the following:

• At least one metric must be selected — the API won't return data without it

• Your start date may be set too recently or in the future — use the date picker to set a date that falls within a period with known activity

• If you're filtering by specific dimensions, make sure those dimensions have associated data for the date range you've selected

Some campaigns or networks are missing from my report

Adjust only returns data for sources active in the selected date range. If a campaign ran before your start date, it won't appear. Also confirm that the relevant networks are connected and properly tracked in your Adjust account.

Cohort metrics are empty or lower than expected

Cohort metrics require sufficient time to accumulate. If you're pulling cohort_revenue for installs that happened recently, there may not be enough post-install activity recorded yet. Try extending the date range to give cohorts more time to mature.

Permission errors

I get a 401 or "unauthorized" error

Your API token may have been regenerated or expired. Log into Adjust, navigate to your profile settings, and check if the token shown matches what you have in Coupler.io. If it differs, update the token in your data flow's source settings.

I can connect but can't see data for certain apps

The API token is tied to your Adjust user account. If your account doesn't have access to specific apps in Adjust, those apps won't appear in your report. Contact your Adjust account admin to request the necessary permissions.

Data discrepancies

Adjust numbers don't match what I see in ad network dashboards

This is expected. Adjust attributes installs based on its own attribution logic (last-click, probabilistic, etc.), while networks report all clicks and installs they claim credit for. Use network_installs_diff and network_cost_diff metrics to see the delta explicitly.

Revenue figures differ from my internal records

Adjust revenue tracks what's reported through its SDK events. If some purchases aren't firing the revenue event correctly, or if refunds aren't being reported, totals will differ. Also check if you're comparing revenue (IAP only) vs. all_revenue (IAP + ad revenue) — using the wrong metric is a common source of confusion.

Rate limits

My data flow errors out with a rate limit message

Adjust's reporting API has rate limits that vary by plan. If you're running large reports with many dimensions and a long date range, try narrowing the date window or reducing the number of dimensions. Avoid running multiple data flows against Adjust simultaneously.

Adjust FAQ

Which entities does Adjust support in Coupler.io?

Adjust currently supports one entity: Report. It's a flexible report builder — you define the metrics and dimensions, and the API returns the matching data. This single entity covers installs, revenue, cost, ad revenue, cohort metrics, engagement data, and more.

Can I pull cohort metrics from Adjust?

Yes. Metrics like cohort_revenue, cohort_ad_revenue, cohort_gross_profit, and cohort_all_revenue are available in the metrics picker. Keep in mind that cohort metrics measure user groups from their install date, so you'll need a date range long enough for cohorts to show meaningful activity.

What's the difference between network metrics and standard metrics?

Metrics prefixed with network_ (like network_installs, network_cost) come directly from the ad network's own reporting API. Standard metrics (like installs, cost) reflect what Adjust has attributed based on its own attribution logic. Discrepancies between the two are normal — use network_installs_diff and network_cost_diff to track the gap.

How do I add custom event metrics that aren't in the default list?

Use the Additional metrics field in the data flow settings. Enter each custom metric name on a new line. These are typically app-specific events you've defined in Adjust (e.g., a purchase event or tutorial completion event). Check your Adjust dashboard for the exact metric slugs.

Can I combine Adjust data with spend data from other ad platforms?

Yes. Set up separate data flows for Adjust and your other ad platform (e.g., Facebook Ads, Google Ads), then use Coupler.io's Join transformation to combine them on shared keys like campaign or country_code. This is useful for reconciling attribution data with raw spend.

Why does adding more dimensions increase my row count so much?

Each unique combination of dimension values creates its own row. If you add network, campaign, country, and creative, you'll get one row for every unique combination of those four values — which can multiply quickly across a large account. Start with fewer dimensions and drill down only where needed.

Can I send Adjust data to AI tools for analysis?

Yes. Coupler.io supports AI destinations including ChatGPT, Claude, Gemini, Perplexity, Cursor, and OpenClaw. You can route your Adjust report data directly to these tools for natural-language querying, anomaly detection, or campaign commentary.

How far back can I pull historical data from Adjust?

Adjust's reporting API supports historical data going back to when your app was first tracked. Use the date picker in the data flow settings to set your start date. For very long date ranges, consider using narrower windows and Coupler.io's Append transformation to build up your history incrementally.

For a full list of available metrics and dimensions, see the Data Overview article. If you're running into API errors or missing data, check Common Issues. For tips on structuring your reports, visit Best Practices.