Streamline cross-platform data with the Adjust S2S Integration for Xsolla Web Shop

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Streamline cross-platform data with the Adjust S2S Integration for Xsolla Web Shop

August 20, 2025•4 min

Across the gaming industry, more mobile developers are moving beyond traditional app stores in search of greater monetization freedom. With platform fees to contend with on app stores and a growing demand for direct-to-consumer monetization, as well as the influence of the landmark Epic vs Apple Case, many developers are launching their own online storefronts to sell in-game items, currency, and bundles directly to players. Web shop solutions like Xsolla Web Shop have become accessible, flexible alternatives to platform-dependent monetization, giving developers more control over pricing, player relationships, and revenue share. In support of this evolving monetization strategy and announced at Gamescom 2025, Xsolla Web Shop is the first official partner to integrate with Adjust, a global leader in mobile measurement and analytics, to launch a new mobile-focused server-to-server (S2S) integration that brings Adjust’s powerful attribution capabilities to purchases made through Xsolla Web Shop. Let’s explore how this streamlined integration between two industry-leading platforms can give you a better way to align your mobile marketing efforts with web-based monetization strategies.

The challenges of mobile-to-web tracking

As more developers utilize web shops to monetize their mobile games, a common challenge arises: how to measure and attribute player behavior across both mobile and web platforms. For example, a player might install a game after clicking on a mobile ad, then make a purchase days later through your web shop. While the marketing campaign drove the acquisition, the purchase happens outside the app ecosystem, making it difficult to tie revenue back to the original ad source. Without a clear way to connect these touchpoints, it becomes harder to accurately calculate Return on Advertising Spend (ROAS) and Lifetime Value (LTV). This is a growing consideration for any team running user acquisition or re-engagement campaigns while offering off-platform purchases.

How our S2S integration for Xsolla Web Shop can help

Until now, solving it often required custom backend infrastructure or manual processes to bridge the data gap between mobile attribution and web transactions. To close this gap and streamline the connection between these touchpoints, Xsolla and Adjust have partnered to create a unified, server-to-server (S2S) integration that gives developers a clear view of their campaign performance across the player’s purchasing journey. This integration closes the loop between your mobile user acquisition campaigns and the revenue generated in your web shop, giving you full-fledged visibility across mobile and web platforms. Additionally, with the Adjust S2S integration enabled, you can:

Streamlined reports for web shop purchases. Purchases made through your Web Shop are sent to Adjust via server-to-server events. Adjust then attributes that revenue to the correct install source or re-engagement campaign.
Make data-driven decisions to optimize webshop sales. Redirect VIP players and paying players to your webshop, and get analytics that reveal their full purchase behavior across mobile and web.
Understand full LTV from both app and web transactions. Calculate accurate LTV, ROAS, and user behavior across touchpoints with unified measurement.

Xsolla has supported the launch of over 600 mobile Web Shops, helping developers extend monetization beyond app stores. And as web shops become a more common part of mobile monetization strategies, our goal is to support you in every stage of your web shop launch. That’s why our new integration adds more value for Xsolla Web Shop by giving you the ability to:

Compare performance between the app store and web monetization
Optimize marketing campaigns based on real revenue
Get a clear view of your top players’ journey by connecting Web Shop and mobile app activity for accurate attribution.

With this integration, you can confidently grow your web shop while staying aligned with your marketing goals.

Ready to get started?

The Adjust S2S integration for Web Shop is designed to support developers in efficiently managing their web shop performance by providing clearer attribution between mobile acquisition and web-based purchases. For teams already using Xsolla Web Shop and Adjust, it simplifies how you track and optimize the full player journey. Here’s what you need to do to set up the integration:

Ensure your Xsolla Web Shop is live. If you don’t have one yet, we can help you launch one quickly.
Configure Adjust to receive S2S events from Xsolla. This includes setting up event tokens in Adjust, adding the CUID parameter, receiving your S2S token, and entering it (along with your app tokens) into your Xsolla Publisher Account. Our documentation will walk you through this step-by-step
Connect Xsolla and Adjust. Through a simple server-side setup, your Web Shop purchases will begin reporting to Adjust as trackable events.

Once enabled, you’ll be able to view Web Shop revenue in your Adjust dashboard alongside your other mobile analytics. Whether you're already using Adjust, Xsolla, or exploring your options, the Xsolla Web Shop and Adjust integration offers a simple, scalable way to align marketing and monetization strategies across platforms so you can track performance, attribute revenue accurately, and make more informed decisions. To learn more about the integration, or how Xsolla Web Shop can benefit your gaming business, visit: webshop.xsolla.com. You can also talk to an Xsolla expert or schedule a meeting to get started.