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Tracking reference · Banner / Display

AppLovin tracking tokens & macros

AppLovin's 'publisher' isn't a website — {APP_ID} resolves to a mobile app, because AppLovin is an in-app advertising and app-install network, and every click it sends you originated inside someone's app, not a browser tab on a page. That distinction matters for fraud patterns too: in-app inventory deals with SDK-level spoofing and device farms more than the browser-bot traffic a web publisher sees. Appending AppLovin's six macros gives ValidVisit the app, placement, and creative context to attribute and score each visit 0-100 with that difference in mind.

Cross-check any macro against the network’s official documentation. AppLovin official docs →

6
AppLovin macros mapped to attribution
1
required for attribution
no-hop
one script, no link rewriting
0–100
quality score on every visit

{EVENT_ID} is the required macro — AppLovin's ad-request identifier, and it's the value that functions as the click id here, the one ValidVisit needs present to attribute a visit at all. {APP_ID} is the publisher-equivalent token, but instead of naming a domain it names the specific mobile app the ad ran inside, which is the unit you'll actually be reviewing quality against on this network. {PLACEMENT_ID} narrows that further to where inside the app the ad appeared, and {CREATIVE_SET_ID} records which creative set served. {CAMPAIGN_ID} and {CAMPAIGN_NAME} tie everything back to your buy. All six are curly-brace placeholders on your tracking link; AppLovin's server fills in real values before the click reaches your landing page, no SDK integration required just to carry them through.

Because {APP_ID} names an app rather than a website, the traffic behavior behind it looks different too — app-based clicks can involve emulator farms or SDK-level manipulation that a normal web publisher never has to contend with, which is exactly why treating an AppLovin visit the same way you'd treat a display click can miss what's actually happening. Scoring each visit against its {APP_ID} and {PLACEMENT_ID} is what lets a pattern specific to one app surface instead of getting absorbed into an overall AppLovin number. As with every network here, ValidVisit's role ends at the score and the report — pausing or excluding a specific app or placement from your AppLovin campaign is a change you make yourself, inside AppLovin's own dashboard.

MACRO MAP

AppLovin macro → ValidVisit param

Event ID (ad request ID) *click
AppLovin macro
{EVENT_ID}
ValidVisit param
vv_click_id
Example
abc123xyz
Campaign IDcampaign
AppLovin macro
{CAMPAIGN_ID}
ValidVisit param
vv_campaign_id
Example
123456
Campaign Namecampaign
AppLovin macro
{CAMPAIGN_NAME}
ValidVisit param
vv_campaign_name
Example
123456
App IDpublisher
AppLovin macro
{APP_ID}
ValidVisit param
vv_publisher_id
Example
pub_42
Placement IDplacement
AppLovin macro
{PLACEMENT_ID}
ValidVisit param
vv_placement_id
Example
plc_7
Creative Set IDcreative
AppLovin macro
{CREATIVE_SET_ID}
ValidVisit param
vv_creative_id
Example
987

* required for AppLovin attribution.

TRACKING URL

Ready-to-use AppLovin tracking URL

applovin tracking URL
https://yoursite.com/landing
?utm_source=applovin
&utm_medium=banner
&vv_click_id={EVENT_ID}
&vv_campaign_id={CAMPAIGN_ID}
&vv_campaign_name={CAMPAIGN_NAME}
&vv_publisher_id={APP_ID}
&vv_placement_id={PLACEMENT_ID}
&vv_creative_id={CREATIVE_SET_ID}

Append these params to your landing-page URL — AppLovin fills the macros at click time, so every visit arrives attributed and ready to score. No funnel hop.

Acting on AppLovin invalid traffic

There is nothing the buyer can literally do with a bad-source list in the dashboard/API; the only recourse is emailing the list of publisher package/bundle IDs to their AppLovin account manager or filing a support request and asking for a manual block.

Not available in the self-serve advertiser UI or Campaign Management API; publisher-app placement is decided by the Axon ML engine. Any exclusion request goes through an AppLovin account manager (managed accounts) or a support ticket filed through the AppLovin Help Center
FAQ

AppLovin tracking token FAQs

What does {APP_ID} identify on AppLovin?+

The specific mobile app the ad was shown inside, not a website. AppLovin runs in-app advertising, so {APP_ID} is the publisher-equivalent unit ValidVisit scores traffic quality against.

Which AppLovin macro is required for tracking?+

{EVENT_ID}, the ad-request identifier that functions as AppLovin's click id. ValidVisit needs it present to attribute a visit; {APP_ID}, {PLACEMENT_ID}, and {CREATIVE_SET_ID} add app-level and creative context on top.

Does in-app traffic get scored differently than website traffic?+

ValidVisit scores every visit 0-100 using the same pipeline, but in-app clicks carry different fraud patterns than browser traffic, so having {APP_ID} and {PLACEMENT_ID} on the URL matters more here to isolate where a problem lives.

Is AppLovin traffic real? See how ValidVisit scores every AppLovin click for bots and invalid traffic.
viral-mix.example14
zone 694259
city-times.example89

Score every AppLovin click — and find the fake ones.

See which AppLovin publishers and placements send real buyers vs. bots.

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