Articles on: Conversion Tracking & Postbacks

Tracking Tokens and Parameters Explained

When you set up a creative, you specify a destination URL — the page users land on after clicking your ad. You can enhance that URL by incorporating tracking macros. A macro is a placeholder enclosed in curly braces, such as {country}. When someone clicks your ad, we automatically replace the placeholder with the actual value (for instance, the visitor's country code). This functionality helps your tracking system or landing page identify the source of each click.


How to Use a Macro


  1. Click the small button next to the destination URL field to open the macro list.
  2. Select any macro to add it to your URL.
  3. A macro placeholder will look like {macro_name} and will be substituted with a real value at the time of the click.


Example:


https://yourwebsite.com/landing?country={country}&device={device_type}


For a click from a mobile user in the United States, this would translate to:


https://yourwebsite.com/landing?country=US&device=mobile


You can also combine several macros into one value, separated by a character of your choice:


https://yourwebsite.com/landing?source={pubfeed}_{subid}



Available Macros


Click & Tracking


Macro

What it's Replaced With

{subid}

The unique ID assigned to each click

{original_subid}

The original click ID, before any changes

{source_subid}

The click ID provided by the traffic source

{source}

An identifier for the traffic source

{request_id}

A unique ID for the individual ad request

{timestamp}

The date/time of the click (as a Unix timestamp)


Campaign


Macro

What it's Replaced With

{campaign}

Your campaign ID

{offer}

The offer ID

{banner}

The creative (banner) ID

{bid}

The winning bid amount for that click

{conversion}

The conversion type / pricing model

{keyword}

The matched keyword (for keyword campaigns)


Publisher


Macro

What it's Replaced With

{publisher}

The publisher's account ID

{pubfeed}

The publisher's feed ID

{pubpoint}

The publisher's integration point

{pubzone}

The publisher's zone / ad placement

{site_id}

The publisher's site ID

{remfeed}

The remote feed ID (for RTB traffic)


Location (Geo)


Macro

What it's Replaced With

{country}

Two-letter country code (e.g., US, GB)

{state}

Region or state

{city}

City name

{zip}

Postal / ZIP code

{ip}

The visitor's IP address

{carrier}

The mobile network carrier


Device


Macro

What it's Replaced With

{device_type}

Device type (mobile, desktop, or tablet)

{device_brand}

Device manufacturer

{device_model}

Device model

{os}

Operating system

{os_type}

Operating system family

{browser}

Browser name

{user_agent}

The full browser/device "user agent" text

{ifa}

The phone's advertising ID (IDFA on Apple, GAID on Android)


App


Macro

What it's Replaced With

{app_id}

The app ID (for in-app traffic)

{app_bundle}

The app's bundle identifier (for in-app traffic)


Search & Referrer


Macro

What it's Replaced With

{query}

The search query (for keyword/search traffic)

{referrer}

The full URL the visitor came from

{referrer_domain}

Just the website (domain) the visitor came from

{search_ip}

The IP address recorded at search time

{search_referrer_domain}

The search referrer's domain


Analytics


Macro

What it's Replaced With

{ga}

The Google Analytics client ID



Rules to Keep in Mind


Your destination URL undergoes an automatic check before you can save it. To avoid errors, adhere to these guidelines:


  1. Start with http:// or https://. Every URL must begin with one of these protocols. We recommend using https://.

  1. Use a legitimate website address. The URL must point to a public domain (such as yoursite.com). Local or private addresses like localhost, 127.0.0.1, or internal IP addresses are not permitted.


  1. No spaces. URLs cannot contain spaces. Use %20 to represent a space instead.


  1. Spell macros correctly and observe capitalization. Macros are case-sensitive — for example, {country} is valid, but {Country} or {COUNTRY} will be rejected. Only utilize macros from the provided lists. Any unknown macro (like {click_id}) will trigger an error.


  1. Always close your curly braces. Every { must have a matching }. An unclosed brace such as {country or an empty {} is not acceptable.


  1. Avoid leaving empty settings in the address. Each component of the URL's query (the portion after ?) needs a name. For instance, ?country={country} is acceptable, but a setting without a name will be rejected.


Good news: If there’s an issue, a clear message will appear right under the field, and for common errors (like spaces, a missing https://, unsupported macros, or an empty {}), a one-click fix will be available.


Example of a Valid URL:


https://yourwebsite.com/offer?geo={country}&device={device_type}&click={subid}


For further assistance, please refer to our Help Center or reach out to Support.

Updated on: 31/05/2026

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