Articles on: Conversion Tracking & Postbacks

Tracking Tokens and Parameters Explained

Tracking tokens and parameters are dynamic elements utilized in EZmob's DSP platform to transmit specific campaign and traffic data to conversion tracking systems. These tokens enable detailed attribution and optimization analysis, extending far beyond simple conversion counting.

Available Tracking Tokens

Here are the key tracking tokens you can use:

Click ID ({click_id}): A unique identifier for each click.
Campaign ID ({campaign_id}): Identifies the source campaign.
Country ({country}): Indicates the geographic location of the traffic.
Device Type ({device_type}): Specifies the type of device (mobile or desktop).
Source ({source}): Denotes the origin of the traffic.
Custom Parameters ({custom_param}): User-defined values for additional tracking needs.

Token Syntax and Implementation

Syntax: Tokens are incorporated within URLs and postback URLs by enclosing the token name in curly braces. For example:

https://dashboard.ezmob.com/advertiser/postbacks?click_id={click_id}

Implementation: To add a token to a tracking URL or postback URL, simply insert the token at the desired location within the URL.

Helpful tip |

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Ensure you keep the correct syntax to prevent any tracking issues.

Using Tokens for Conversion Analysis

Each token provides unique data that can be analyzed for in-depth conversion insights. For example:

Analyzing by {country} can uncover geographical performance trends.
Using {click_id} ensures accurate attribution to specific clicks, enhancing your ability to evaluate campaign effectiveness.

Advanced Token Usage

Expand your tracking capabilities with the following advanced techniques:

Combining Tokens: Use multiple tokens within a single URL for granular tracking. For instance:

&country={country}&device={device_type}

Conditional Implementation: Apply conditional logic in your tracking systems to deploy tokens based on specific criteria, enhancing data relevance.

Optimization Decisions: Leverage token data to identify performance trends and make informed optimization decisions for your campaigns.

Troubleshooting

Problems with token passing, such as incorrect syntax or missing data, can significantly impact tracking accuracy. Ensure that tokens are formatted and implemented correctly. |

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Incorrect data interpretation can lead to misguided decisions. Always double-check token data for accuracy and relevance. | If tokens do not seem to pass data correctly, verify the configuration in both EZmob and any third-party tracking systems. |

Updated on: 04/11/2025

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Tracking Tokens and Parameters Explained