Adjust
Adjust (adjust GmbH, headquartered in Berlin and owned by AppLovin) is a mobile measurement partner used for attribution, fraud prevention and audience building. The SDK is embedded in iOS, Android and cross platform apps, and an optional web tag tracks cross device journeys.
What does Adjust do?
What is Adjust?
Adjust is a Mobile Measurement Partner (MMP) founded in Berlin in 2012 and acquired by AppLovin in 2021. Brands embed the Adjust SDK in iOS, Android, Unity, React Native and Flutter apps to attribute installs and post install events to paid advertising campaigns, build retargeting audiences and detect mobile ad fraud. Adjust also ships a JavaScript web tag for cross device measurement.
Data and identifiers collected
On mobile, the Adjust SDK collects the advertising identifier (Apple IDFA when ATT consent is granted, Google Advertising ID on Android), the install referrer, device model, OS version, language, IP address, in app events and session metadata. A persistent first party Adjust device ID (ADID) is generated to deduplicate users. The web tag uses cookies and localStorage to support cross device journeys.
GDPR and ePrivacy implications
Adjust processes personal data including device identifiers, IP addresses and behavioural events. Mobile advertising identifiers are personal data under GDPR (EDPB Opinion 5/2019) and the use of the IDFA on iOS is governed by Apple App Tracking Transparency. On the web, Adjust cookies fall under Article 5(3) of the ePrivacy Directive. Attribution callbacks share data with advertising networks, often US based, which triggers a Joint Controller analysis.
Consent requirements
Prior, informed, freely given consent is required before initialising the Adjust SDK on iOS and Android, before requesting the IDFA via ATT, and before firing the Adjust web tag. Use the third party SDK initialisation deferral pattern (Apple), set the IAB Mobile TCF string and gate the SDK via your CMP. Adjust offers a measurement consent toggle in the SDK that can be flipped depending on the visitor's choice.
Data residency and transfers
Adjust offers EU, US and Tokyo data residency. Choosing the EU region pins event storage to AWS Frankfurt or Dublin. Even with EU residency, the AppLovin parent company integration, support tooling and DSP partner callbacks can transfer data to the United States. Adjust signs SCCs and publishes a GDPR overview, but a Transfer Impact Assessment is recommended for high volume customers.
Practical compliance steps
Set Adjust data residency to EU, defer SDK initialisation until consent, request ATT only after explaining the value to the user, disable probabilistic matching where consent is not granted, send the consent state with each event using the third_party_sharing toggle, document the network partners that receive attribution callbacks, sign the Adjust DPA and reference Adjust in your privacy notice.
Adjust and the GDPR
Adjust is classified as “Analytics”. On a site that targets European visitors, it must only load after the visitor consents, and it must be listed in your cookie policy.
- Legal basis
- Consent (Art. 6(1)(a) GDPR) for the advertising identifier (IDFA, GAID), the install referrer and the attribution callbacks. Legitimate interest is unsuitable for advertising profiling under EDPB guidance.
- Risk level
- high
- Applicable regulations
- GDPR, ePrivacy Directive (Cookie Law), CCPA, LGPD, App Tracking Transparency (Apple)
Impact assessment (DPIA)
Adjust processes advertising identifiers, device IDs and behavioural events at scale. A DPIA is appropriate where Adjust is combined with audience building, paid retargeting, or where attribution callbacks share personal data with multiple ad networks. Pinning data to the EU region and disabling probabilistic matching reduces but does not eliminate the risk.
Sample text for your banner
Our app uses Adjust to measure marketing campaigns and prevent fraud. Adjust receives device identifiers, install information and event data, and may share them with our advertising partners. Adjust is operated by adjust GmbH (Berlin) and owned by AppLovin (US). Please confirm your consent.
What Adjust sets and contacts
- Tracking method
- Mobile SDK for iOS, Android, Unity, React Native, Flutter and web JavaScript tag; collects install referrer, device identifiers (IDFA, GAID, ADID), session data and custom events; server side attribution callbacks to advertising networks.
- Server location
- European Union (Berlin headquarters of adjust GmbH, now part of AppLovin Corp.). Production data is processed on AWS in EU (Frankfurt, Dublin), United States (Virginia) and Japan (Tokyo) regions depending on the customer's data residency choice.
- Data transferred outside the EU
- Although adjust GmbH is headquartered in Germany, it is owned by US based AppLovin Corp. Customer accounts can pin data to the EU region, but support, telemetry and the AppLovin parent company integration may still expose data to the United States. Adjust offers SCCs and is GDPR aligned but a Transfer Impact Assessment remains advisable.
Cookies set (5)
| Name | Type | Duration | Purpose |
|---|---|---|---|
| adjust_adid | First party (Adjust device ID) | Persistent (per SDK) | Adjust Device ID generated and stored to deduplicate users across sessions |
| adjust_idfa | SDK storage (iOS IDFA) | Until ATT revoked | Apple advertising identifier captured only when ATT consent is granted |
| adjust_gps_adid | SDK storage (Android GAID) | Until reset | Google Play Services advertising ID used for attribution and audience matching |
| adjust_tracker | First party (web tag) | 2 years | Cookie used by the Adjust web tag to map a web visitor to a campaign tracker |
| adjust_visitor | First party (web tag) | 1 year | Visitor identifier for cross device journey reconstruction on the web |
Third-party domains contacted (5)
app.adjust.comadjust.comapp.adjust.worldapp.adjust.net.inadjustio.s3.amazonaws.com
Frequently asked questions about Adjust
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What identifiers does Adjust collect?
Adjust collects the Apple IDFA (when ATT consent is granted), the Google Advertising ID on Android, a persistent first party Adjust Device ID (ADID), the install referrer, device model, OS, IP address and in app events. The web tag adds first party cookies and localStorage entries.
Is consent required for the Adjust SDK?
Yes. Initialise the Adjust SDK only after the user has granted consent for the marketing or analytics category. On iOS, the IDFA requires App Tracking Transparency consent on top of the GDPR consent. On the web, the Adjust JavaScript tag must be gated behind a CMP.
What is the legal basis for Adjust?
Art. 6(1)(a) GDPR consent. Mobile advertising identifiers and attribution callbacks are marketing processing and cannot rely on legitimate interest under EDPB guidance. Strictly anonymous SKAdNetwork or Google Privacy Sandbox flows may use different bases but Adjust's default attribution does not.
Does Adjust transfer data to the United States?
Yes by default. Adjust offers EU, US and Tokyo data residency. Selecting the EU region keeps event storage on AWS Frankfurt or Dublin, but support, ad network partner callbacks and AppLovin parent integrations can still reach the US. SCCs are in place.
Do I need a DPIA for Adjust?
A DPIA is appropriate when Adjust feeds audiences for retargeting, builds cross device graphs or shares attribution callbacks with many ad networks. A small app using Adjust only for install attribution with EU residency may not require a formal DPIA but should still document the processing.
How do I implement Adjust compliantly?
Defer SDK initialisation until consent is granted, set Adjust data residency to EU, request ATT only after explaining the value, send the consent state with each event via setThirdPartySharing, disable probabilistic matching, sign the Adjust DPA and document network partners.
Are there alternatives to Adjust?
Yes: AppsFlyer, Branch, Singular, Kochava, Tenjin and EU based smaller MMPs. None remove the underlying need for ATT and GDPR consent for attribution. Apple's SKAdNetwork or AdAttributionKit and Google's Privacy Sandbox provide privacy preserving alternatives at the cost of granularity.
How do I update my cookie and privacy policy?
Disclose Adjust as a processor, list the data categories (IDFA, GAID, ADID, install referrer, IP, events), explain data residency and SCCs, list the ad network partners that receive attribution callbacks and provide a link to the Adjust privacy policy and DPA.
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