Integrate Meta Ads with Adapty Attribution

Adapty Attribution’s Meta integration lets you track and optimize campaign performance across Facebook, Instagram, Messenger, and Audience Network.

Step 1. Connect your Facebook account

To connect Meta Ads to Adapty Attribution, go to Integrations > Meta from the left sidebar. You have two options:

• Continue with Facebook: Connects via OAuth. Use this if you sign in to Meta Ads Manager with your personal or business Facebook account.
• Add system token: Connects using a permanent system user token. Use this if your organization manages ad accounts through a Meta Business system user.

Important

Ensure your Facebook account has access to campaigns and pixels you need.

1. Click Continue with Facebook.

2. Sign in using your Facebook account and click Continue.

3. Review the requested permissions and click Save.

Generate a system user access token in Meta Business Settings, then add it to Adapty Attribution.

Important

Before you start, you need a system user in your Meta Business portfolio, with the ad accounts you want to track already assigned to it. You also need an app added to the portfolio — you select this app when you generate the token.

In Meta Business Settings, generate the token:

1. Go to Business Settings.
2. Under Users, select System users.
3. Select your system user, then click Generate new token.
4. Select your app from the dropdown.
5. In the permissions list, enable ads_read. This is the only permission Adapty Attribution needs to read your campaign and ad data.
6. Click Generate token.
7. Copy the token and store it securely. Meta shows it only once.

Note

The Token expiration setting controls how long the connection stays active. A token with an expiration date must be regenerated and reconnected before it expires, or attribution stops. A token with no expiration avoids this, but is a long-lived credential. Store it securely, and revoke it if it is ever exposed.

In Adapty Attribution, add the token:

1. Click Add system token.

2. Paste the token and click Connect.

After that, all your ad accounts will be added to Adapty Attribution. You can proceed with adding campaigns.

Step 2. Add campaigns

To add a Meta campaign to Adapty Attribution and track how your Meta ads work in Adapty:

1. Switch to the Web Campaigns tab and click Create configuration.

2. In the General tab, expand the iOS and/or Android section and paste App Store and/or Google Play application URLs.

3. Copy the Click link field value. Then, in Meta Ads Manager, open your ad and paste this link. This will allow Adapty to connect installs and purchases to ads in Meta.

4. To send the conversion events back to Meta, you can also associate your pixels from Meta with campaigns in Adapty Attribution. To do that, select one of your existing pixels in the Pixel dropdown. After selecting a pixel, you can click Send test event to verify the connection.

To report web funnel sales to Meta, select a pixel in the Web funnel section. The same section gives you the snippet to install the pixel on your funnel and the parameters to tag your ad URLs.

Step 3. Map events

To send conversion events back to Meta for campaign optimization, you need to configure event mapping in the Events mapping section. This allows Adapty to automatically send subscription events when users perform actions in your app.

In the Events mapping section, toggle on the events you want to track in Meta Ads Manager. For each enabled event, select the corresponding Meta event from the dropdown or set a custom one. By default, Adapty maps Adapty events to Meta’s standard events.

Click Save to apply your event mapping configuration.

Additional configuration

Additional parameters

The Additional parameter field allows you to add custom data points for analysis outside Adapty. This is useful when you need to pass specific campaign or user data to external analytics tools or attribution partners.

In the Additional parameter field, enter any custom data you want to include with your attribution tracking. The additional parameter will be included in all attribution data sent to Meta and can be used for advanced campaign analysis and optimization.

For example, if you’re running multiple variations of the same campaign, you could add variant=A or variant=B to distinguish between different creative approaches.

Settings

The Settings tab controls how Adapty matches user actions to your Meta Ads campaigns. These settings determine the time windows for both deterministic and probabilistic attribution matching.

To configure them, go to the Settings tab in your campaign configuration. Here you’ll find two main settings to adjust:

• Deterministic matching window: This uses exact device identifiers (like IDFA on iOS or Advertising ID on Android) to match users to campaigns with high precision. Set this to 168 hours (7 days) for maximum attribution accuracy - this is the default and recommended value. When a user clicks your Meta ad and installs your app within this window, Adapty can definitively attribute the install to that specific ad click using device identifiers.

• Probabilistic matching window: This uses statistical modeling and device fingerprinting to match users when deterministic matching isn’t possible. Set this to 6 hours for most campaigns - this is the default and works well for most use cases. For campaigns with high click volumes, you can reduce this to 1-2 hours. For users who can’t be matched deterministically (due to privacy settings or other factors), Adapty uses probabilistic matching within this shorter window.

Click Save to apply your settings.

Revenue override

If you track trial events and want Meta to attribute revenue to them, use the Revenue override section. It appears when the Trial started event is enabled. The override applies to Trial started only — Trial converted and Subscription started always carry their actual revenue.

For each trial event target, set the percentage of the subscription price to report as revenue. For example, at 30%, Adapty sends 30% of the subscription price as the conversion value for trial events.

To add an override:

1. Enable Trial started in the Events mapping section.
2. In Revenue override, click Add override.
3. Select the target event and enter a revenue percentage (0–100).
4. Click Save.

Qualified trial

A trial qualifies once it survives a given number of hours without being cancelled. Use the Qualified trial section to hold trial events until they qualify, so that Meta receives only the trials users kept.

For each trial event target, set the number of hours to wait. Adapty counts the hours from the trial start and sends the event when the deadline passes. If the user turns off auto-renewal before the deadline, Adapty never sends the event. If the user turns auto-renewal back on before the deadline, Adapty sends the event as planned.

To hold a trial event until it qualifies:

1. Enable Trial started in the Events mapping section.
2. In Qualified trial, click Add event.
3. Select the target event and enter the number of hours to wait, from 1 to 24.
4. Click Save.

Adapty sends the qualified event with the original trial start time, so Meta reports it on the day the trial started.

Revenue override and Qualified trial work independently, and you can apply both to the same trial event. Revenue override changes the value Meta receives; Qualified trial changes when Meta receives it. With both, Adapty holds the event until the trial qualifies, then sends it with the overridden revenue. Neither is recommended over the other — test what works for your campaigns.

Predicted LTV

Meta’s value optimization bids on what a conversion is worth, but on its own it sees only the payment being reported — so a monthly trial and a yearly subscription look almost alike at bid time. Use the Predicted LTV section to send Meta a predicted lifetime value alongside the conversion, so Meta bids on what the user is likely to be worth over the horizon you choose.

Adapty produces the prediction from your own app’s realized revenue, grouped by country, store, device, and locale, and attaches it to a conversion it has already sent.

Predicted LTV unlocks for an app once its data can carry a meaningful prediction. Adapty recalculates this daily and shows the app’s current position in the Predicted LTV section. Trial started and Subscription started are measured separately, and either one unlocks the app by clearing both bars:

• At least 100 Meta-attributed conversions of that event in each of the last 4 full weeks.
• At least 5 distinct predicted values, with the highest at least 3× the lowest.

Meta adds two requirements that Adapty can’t verify for you: the dataset must be out of Core Setup, and the ad account must have a validated value model in use.

To send predicted values for a campaign:

1. In Events mapping, enable Trial started or Subscription started and map it to a Meta event.
2. In Predicted LTV, turn on Send predicted LTV to Meta.
3. In Anchor event, select the event you mapped in step 1.
4. In Prediction horizon, select how far ahead the value looks: 30, 90, 180, or 365 days.
5. In Target event, select the Meta event the predicted value attaches to. The list shows only the events this campaign maps the anchor to. Meta accepts predicted values on Purchase, Subscribe, StartTrial, CompleteRegistration, AddPaymentInfo, and custom events only.
6. Click Save.
7. To let Meta use the values, in Events Manager, open your dataset and select the target event in Value and Currency Metrics. Click Set up pLTV and choose After [Event Name] events, because Adapty delivers the value after the conversion, not with it.

Meta accepts one anchor event and one horizon per dataset, so campaigns sharing a pixel have to send the same pair. Saving a campaign whose pair disagrees with another enabled campaign on that pixel is rejected, and the error names the campaign to align with.

Adapty prepares the predicted value when it sends the anchor conversion, then delivers the value 24 hours later — inside Meta’s 7-day window for attaching a value to a conversion. Three cases change what Meta receives:

• When the anchor event is held by Qualified trial, the 24 hours start once the trial event reaches Meta. A trial cancelled before it qualifies sends neither the conversion nor a predicted value.
• When Adapty has no prediction for that user’s group — a country you started buying in recently, for example — the conversion still goes out, without a predicted value.
• Turning off Send predicted LTV to Meta also drops the predicted values still waiting to be delivered.

Adapty sends predicted values in USD.

Once Events Manager shows no open issues for the integration, Meta needs about two weeks to train its model before you start the first pLTV campaign. To read the results, in Ads Manager, add the pLTV column for the target event, such as StartTrial pLTV, through Columns > Customize columns > Results ROAS. Adapty delivers each value a day after the conversion, so wait one day after a campaign ends before reading its final numbers.

Send all events

By default, Adapty only reports the events of users who came from one of your Meta campaigns. The Send all events option reports every install and transaction instead, including those from organic and non-attributed users.

We don’t recommend it unless your campaigns send Meta too few conversions to optimize on, because mixing organic and non-attributed events with your campaign events makes Meta’s optimization less precise.

If you decide to turn it on, in the campaign settings select Send all events (forward organic/non-attributed events to this pixel) and click Save.