> ## Knowledge Base Index
> Fetch the complete knowledge base index at: https://helpdesk.ezmob.com/sitemap.xml
> Use this file to discover available pages before exploring further.
> Pure-Markdown content can be obtained by appending a '.md' suffix to the content URLs listed in the sitemap (without the trailing slash).

# 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}`.

## Screenshots

![Conversion Tracking page with Your Postback URL](https://zjcgneywpnkgamzggapu.supabase.co/storage/v1/object/public/helpdesk-media/adv/ee6d5611-1.png)

![Campaign creative, Destination URL field passing clickid={conversion}](https://zjcgneywpnkgamzggapu.supabase.co/storage/v1/object/public/helpdesk-media/adv/e7b5d1e9-1.png)

## Related articles

- [How to Track Conversions with EZmob's Postback](https://helpdesk.ezmob.com/en/article/how-to-track-conversions-with-ezmobs-postback-4z7hva/)
- [Track conversions with EZmob Pixel](https://helpdesk.ezmob.com/en/article/track-conversions-with-ezmob-pixel-i68o1i/)
- [Campaign Creation: The Complete Guide](https://helpdesk.ezmob.com/en/article/campaign-creation-the-complete-guide-8f5f69/)
- [Troubleshooting Conversion Tracking Issues](https://helpdesk.ezmob.com/en/article/troubleshooting-conversion-tracking-issues-15rhk9q/)