Integration with Adjust

Glossary

Adjust

Mobile attribution and marketing analytics platform. Adjust enables application developers, marketers, and brands to track, measure, and optimize the effectiveness of their marketing campaigns across various channels and devices.

Refer to the Adjust documentation for detailed information about the platform.

App token

Mobile application ID unique for each platform (Android, iOS, etc.). It is automatically generated when adding an application to Adjust. You can find this value in Adjust in the AppView > All apps section next to the name of a corresponding application.

Adjust ID

User ID generated by Adjust.

Lifetime Value (LTV)

Average revenue that a user generates during the time they use your application. Refer to the Adjust documentation for detailed information about the LTV.

Return on advertising spend (ROAS)

Metric that measures the effectiveness of an advertising campaign by calculating the revenue earned per unit of advertising spend. Refer to the Adjust documentation for detailed information about the ROAS.

In-app event

User action within the application. Refer to the Adjust documentation for detailed information about the in-app events. User actions in Web Shop are also considered in-app events in the case of S2S integration and sent to Adjust from the Xsolla back end.

User acquisition

The process of attracting new users to a site, service, platform, or application through marketing activity.

Customer user ID (CUID)

User ID generated and set by the application owner at the time of user registration. The СUID should be the same for the Web Shop and Adjust. This parameter is used for user matching and attribution.

You need to pass CUID as the xsolla_cuid partner parameter by following the instructions.

If CUIDs in the Web Shop and your mobile application don’t match, contact your Customer Success Manager or email to csm@xsolla.com to implement the User validation in Web Shop webhook or authentication via a deep link.

Callback

Process of receiving data on in-app events. Refer to the Adjust documentation for detailed information.

Server-to-server (S2S) security token

Token that is used to authorize S2S calls for sending event data to Adjust. It’s generated on the Adjust side. Refer to the Adjust documentation for detailed information about S2S token.

Retargeting

Reaching out to current or past users through advertising campaigns. Refers to the strategy of engaging users who have previously interacted with your application or site. Refer to the Adjust documentation for detailed information.

Web event

User’s actions in Web Shop, which are sent from the client side of Web Shop to Adjust and are necessary for the Web SDK integration.

Integration scenarios

Adjust and Xsolla support the following types of integrations:

Mobile application S2S integration that allows completion of full LTV and ROAS measurement for the purchases within the application and on the Web Shop. Xsolla sends information about Web Shop purchases to Adjust as mobile in-app events, which Adjust then attributes to the number of mobile application installations, user acquisition and re-engagement campaigns.
Web SDK integration that allows you to measure and evaluate the effectiveness of user acquisition and retargeting campaigns for attracting traffic to the Web Shop. Web SDK integration allows assessment of how many users came to the site through a retargeting campaign and the conversion of channels leading to the site. Xsolla sends information about purchases in Web Shop to Adjust as web events, which Adjust attributes to the corresponding media source, campaign, advertising set, and advertisement that led the user to the purchase.

You can configure Web SDK integration with Adjust to get advanced event analytics if you:

use Adjust
created your site using Xsolla site builder

The following events are available via the Web SDK integration:

Event	Description
`xsolla-web-event`	Site visit event, including URL parameters that contain the source information where the user is coming from, and a device ID, which is stored in a first-party cookie.
`xsolla-web-identify`	Login event, including the device ID and CUID.
`xsolla-web-purchase`	Item purchase event, including site builder events. It can also include transaction details.

How it works

Below is a scenario of system interaction when implementing a user acquisition and retargeting campaigns. The user goes through advertising banners to Web Shop and makes a purchase. The set of events that are sent to Adjust in this process enables you to track:

how many users clicked each banner and where they came from
how much users paid
whether the retargeting campaign was effective

  sequenceDiagram
    participant User
    participant Promo as Web Shop<br>promotional campaign<br>(ad banner)
    participant Shop as Web Shop
    participant Adjust as Adjust
    User->>Promo: 1. Clicks banner
    Promo->>Shop: 2. Redirect with URL parameters
    Shop->>Adjust: 3. xsolla-web-event event
    User->>Shop: 4. Logs in with CUID
    Shop->>Adjust: 5. xsolla-web-identify event
    User->>Shop: 6. Makes purchase
    Shop->>Adjust: 7. xsolla-web-purchase event

User flow:

The user clicks the ad campaign banner.
The user is redirected to Web Shop, and the URL of this transition includes the parameters, specifying from which banner and website the user was directed.
An event about the visit is sent from the client side of Web Shop to Adjust.
The user logs into Web Shop using CUID.
The authorization event is sent to Adjust.
The user makes a purchase in Web Shop.
The purchase event is sent to Adjust.

How to set up in Adjust

In Adjust, you need to:

Create events that you want to include in the Adjust analytics report.
Activate integration with Xsolla.

Create events

You should have one of the following roles in the Adjust account to view and manage events:

admin
editor
custom editor

Log in to your Adjust account.
Go to the AppView > All apps section.
Click the name of the necessary application.

On the Events tab, click Add event.

Add the following events one by one:
- An event to receive general information about site visit, e.g., xsolla-web-event.
- An event to receive information about user authentication, e.g., xsolla-web-identify.
- An event to receive information about the purchase, e.g., xsolla-web-purchase.

You can name the events and specify their rules to match your needs. Once the events are added, they will be displayed in the list on the Events tab.

Activate integration with Xsolla

Log in to your Adjust account.
Go to the Campaign Lab > Partners section.
Click New partner.

In the search bar, enter and select Xsolla.
Click Next.

Select an application for which you configure integration.
Click Next.
Enable data sharing. To do this, in the Enable data sharing block, click Edit, set the toggle to active, and click Enable.

Configure event mapping:

1. In the Map your events block, click Map event.
2. Map event according to the table:

Adjust event	Partner event
Event you created to receive general information about site visit.	Xsolla Web Events
Event you created to receive information about user authentication.	Xsolla Web Identify
Event you created to receive information about the purchase.	Xsolla Web Purchase

1. Click Apply.

Click Next.
Check the settings and click Enable partner. If needed, you can return to the previous steps and update the settings.

How to set up in Publisher Account

Open your project in the Publisher Account and go to the Integrations section.
Click the Adjust pane.

In the Web SDK (Site Builder) pane, click Configure. You will be redirected to the list of your websites.

You can also access this list by going to the Storefronts > Websites section.

In the pane of the necessary site, click Configure.

On the Site settings tab, go to the Apps section.
In the Adjust Web SDK pane, click Connect.

In the modal window that opens, enter the app token.
Click Connect.

To find information about events in your Adjust account, go to the Datascape > Reports > All reports section. Refer to the Adjust documentation for detailed information about working with reports.

You can configure mobile application integration to get advanced event analytics if you:

have a mobile application on the Android/iOS platform
use Adjust
use Web Shop solution to sell in-game items

The following event is available via the Xsolla and Adjust S2S integration:

Event	Description
xsolla-billing-payment	Item purchase. The event parameters contain information about a purchase.

How it works

The integration includes a bidirectional data flow between Xsolla and Adjust. Below is the system interaction scenario when a user makes a purchase.

  sequenceDiagram
    participant User
    participant Mobile App
    participant Web Shop
    participant Xsolla Backend
    participant Adjust
    User->>Mobile App: 1. Logs in
    Mobile App->>Adjust: 2. Sends CUID
    Adjust-->>Xsolla Backend: 3. Sends callback
    User->>Web Shop: 4. Logs in using CUID
    User->>Web Shop: 5. Makes a purchase
    Web Shop->>Xsolla Backend: 6. Sends purchase event
    Xsolla Backend->>Adjust: 7. Sends xsolla-billing-payment event

The user (player) signs up or logs in to the mobile application.
Your application sends an in-app event to Adjust — for example, login, signup, or other event that includes the CUID.
Adjust sends a callback to Xsolla, which includes the app token, Adjust ID, CUID, and other related data parameters.
The user logs into the Web Shop using the CUID.
The user makes a purchase in the Web Shop.
The purchase event is sent to the Xsolla server and matched with the data received from Adjust.
Xsolla’s server sends an S2S in-app event to Adjust, which contains the Adjust ID, app token, and other parameters received from Adjust.

Adjust attributes a new event, purchase, and revenue back to the media source that drove the user acquisition or the user re-engagement.

How to set up in Publisher Account

Open your project in the Publisher Account and go to the Integrations section.
Click the Adjust pane.

In the Mobile app S2S integration pane, click Configure.

In the window that opens, make sure that the Enable this integration box is checked.
Enter the following data:
- Adjust S2S security token.
- App token for publishing platforms (Android/iOS). To add a platform, click Add app token.
Click Save.
Enable the integration in Adjust.

Once you save the settings, a green indicator will be displayed on the S2S integration pane.

To make changes to the connected integration:

Click the Adjust pane.
In the window that opens, make the necessary changes.
Click Save.

How to set up in Adjust

In Adjust, you need to:

Configure passing CUID as a partner parameter.
Get an S2S security token.
Activate the integration with Xsolla.

Pass CUID as partner parameter

Configure the CUID transfer yourself by following the instructions. To do this, call the addGlobalPartnerParameter method and pass the following data:

user ID on your side
forKey: “xsolla_cuid”

Example:

Copy

Full screen

Small screen

swift

1Adjust.addGlobalPartnerParameter("abcd123", forKey: "xsolla_cuid")

1[Adjust addGlobalPartnerParameter:@"abcd123" forKey:@"xsolla_cuid"];

Get S2S security token

You should have one of the following roles in the Adjust account to view and manage S2S security tokens:

admin
editor
custom editor

To get an S2S security token:

Log in to your Adjust account.
Open the AppView > All apps section and go to your application page.
Go to the Protection tab.
In the S2S security block, click Open S2S security.
In the line with the necessary S2S token, click on the copy icon.

If you don’t have the S2S token yet, create one by following the instructions.

Activate integration with Xsolla

Log in to your Adjust account.
Go to the Campaign Lab > Partners section.
Click New partner.

In the search bar, enter and select Xsolla.
Click Next.

Select an application for which you configure integration.
Click Next.
Enable data sharing. To do this, in the Enable data sharing block, click Edit, set the toggle to active, and click Enable.

Configure event mapping:

1. In the Map your events block, click Map event.

1. In the Adjust event section, select xsolla-billing-payment.
2. In the Partner event section, select Xsolla billing payment.
3. Click Apply.

To link another Adjust event to Xsolla billing payment, create the event first, following the instructions.

Click Next.
Check the settings and click Enable partner. If needed, you can return to the previous steps and update the settings.

Event value structure

If you want to set up a specific event or if the current integration options don’t cover your needs, contact your Customer Success Manager or email to csm@xsolla.com.

Item purchase

When a user makes a purchase in Web Shop, Xsolla sends the xsolla-billing-payment event to Adjust. The following purchase information is passed in the event parameters:

Parameter	Description
content_id	Single SKU or array of SKU in the purchase.
quantity	Quantity of the item with corresponding SKU (one or an array).
revenue	Purchase amount. Discounts are included. Before taxes and fees.
currency	Purchase currency.

Additional data

Additionally, you can pass the following parameters in the callback:

Parameter	Description
os_name	Device operating system.
adid	Device ID on the Adjust side (all platforms).
idfa	Advertiser ID in App Store.
idfv	Vendor ID on the Apple side.
gps_adid	Advertiser ID in Google Play.
app_token	App token on the Adjust side.
{partner_parameters}	Other custom parameters that you want to receive information about.

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Last updated: January 26, 2026

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Contents

Glossary
Integration scenarios
How it works
How to set up in Adjust
Create events
Activate integration with Xsolla
How to set up in Publisher Account
How it works
How to set up in Publisher Account
How to set up in Adjust
Pass CUID as partner parameter
Get S2S security token
Activate integration with Xsolla
Event value structure
Item purchase
Additional data

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Integration with Adjust

Glossary

Adjust

App token

Adjust ID

Lifetime Value (LTV)

Return on advertising spend (ROAS)

In-app event

User acquisition

Customer user ID (CUID)

Callback

Server-to-server (S2S) security token

Retargeting

Web event

Integration scenarios

How it works

How to set up in Adjust

Create events

Activate integration with Xsolla

How to set up in Publisher Account

How it works

How to set up in Publisher Account

How to set up in Adjust

Pass CUID as partner parameter

Get S2S security token

Activate integration with Xsolla

Event value structure

Item purchase

Additional data