Tracking Tokens and Parameters Explained

Tracking macros are placeholders in curly braces, such as {country}, that EZmob replaces with real values when someone clicks your ad. Add them to a creative's Destination URL so your tracker or landing page knows where each click came from.


Add a macro

  1. In the campaign's creatives, click the macro button next to the Destination URL field (tooltip: Insert tracking macro).
  2. In Tracking macros, click a macro to insert it at the cursor. Click an inserted macro again to remove it.
  3. Give each macro a parameter name, for example https://yoursite.com/landing?country={country}&device={device_type}.


You can chain macros in one value: ?source={pubfeed}_{subid}.


Available macros


Macro

Replaced with

{conversion}

Click ID, required for conversion tracking

{campaign} / {offer} / {banner}

Campaign ID / Offer ID / Ad ID

{bid}

Click cost (CPC, XML) or cost per view (CPV, Display)

{keyword}

Matched keyword

{subid} / {original_subid} / {source_subid}

Publisher feed subID / not limited subID / source subID

{source}

Traffic source: {pubfeed}.{original_subid} (XML) or site/app ID (Display)

{publisher} / {pubfeed} / {pubpoint} / {pubzone} / {remfeed}

Publisher, feed, point, zone and remote feed IDs

{site_id} / {app_id} / {app_bundle}

Publisher site ID / app ID / app bundle

{request_id} / {timestamp}

Request ID / Unix timestamp

{country} / {state} / {city} / {zip}

Two-letter country / region / city / postal code

{ip} / {carrier}

User IP / ISP

{device_type} / {device_brand} / {device_model} / {ifa}

Device type / brand / model / advertising ID

{os} / {os_type} / {browser} / {user_agent}

OS / OS without version / browser / user agent

{query} / {referrer} / {referrer_domain}

Publisher keyword / referrer URL / referrer domain

{search_ip} / {search_referrer_domain}

Search user IP / search referrer domain

{ga}

Used for Google Analytics


{pixel} is accepted as {conversion}, and {pubid} as {subid}.


URL rules

  • Start with http:// or https:// and use a public domain. localhost and private IPs are rejected.
  • No spaces; encode them as %20.
  • Macros are case-sensitive: {country} works, {Country} doesn't. Any macro not listed above, such as {click_id}, is rejected.
  • Close every brace, and don't leave an empty {} or a parameter without a name.


If a URL fails, the error appears under the field. For spaces, a missing https://, an empty {} or unsupported macros, a one-click fix is offered.


Google Analytics

Add your own UTM parameters to the destination URL, for example ?utm_source=ezmob&utm_campaign={campaign}&utm_content={banner}.


Updated on: 26/09/2026

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