Tracking macros

Macros are placeholders in a click or tracking URL that are replaced with real values at serve time. They're how data reaches your tracker.

Campaign and creative

• {CAMPAIGN} — campaign ID
• {BANNER} / {AD_ID} — creative ID
• {ADVERTISER} — advertiser ID
• {AD_WIDTH} / {AD_HEIGHT} — creative dimensions

Cost

• {COST} — cost per click (CPC) or impression (CPM), in USD
• {VALUE} — alias of {COST}

Passing cost into your tracker is what makes true ROI calculation possible on your side, instead of reconciling spend by hand.

Traffic source

• {TRAFFIC_SOURCE} — publisher domain (analytics-safe, never empty)
• {SSP} / {SSP_ID} — traffic source name and ID
• {SUB_SSP} — sub-source / subID
• {PUB} — publisher ID
• {SITE_ID} — site ID

Tracking and events

• {CLICK_ID} — unique per click; required for conversion postbacks
• {TRACKING_ID}, {TIMESTAMP}
• {CLICK_URL} / {CLICK_URL_ENC}, {IMP_URL}, {IMP_PIXEL}, {THIRD_URL}

Destination

• {LANDING_PAGE} / {LANDING_PAGE_ENC}

User and device

• {COUNTRY} (ISO3), {IP}, {OS}, {REFERRER}, {REFERRER_DOMAIN}

Native

• {TITLE}, {DESCRIPTION}

Video / VAST

• {VAST_START}, {VAST_FIRST_QUARTILE}, {VAST_MIDPOINT}, {VAST_THIRD_QUARTILE}, {VAST_COMPLETE}, {VAST_VERSION}

Example

https://your-tracker.com/click?cid={TRACKING_ID}&cost={COST}&campaign={CAMPAIGN}&zone={SITE_ID}&ssp={SSP}&geo={COUNTRY}

Related: Setting up conversion tracking · Third-party tracker integrations