Overview
Everflow supports a very broad list of parameters and macros. Parameters and macros form the substrate that allow you to pass enormous amounts of information between the tracking platform and all third party platforms and systems including in-house systems being used by your Partners and Advertisers, as well as popular attribution and tracking platforms commercially available in the market.
Key Points to Understand
It is important to clarify the distinction between parameters and macros. Please note that terminology can be confusing because of non-standard use across the market.
A Parameter is a system variable used to carry information. A parameter is appended to all sorts of URLs (Partner postbacks, Offer URLs, etc.) to allow the tracking platform to deliver information to third party systems. For example, “id” can be a parameter variable that would hold the value of the unique transaction ID of a click.
A Macro is a placeholder that inserts the payload value into the parameter it is associated with. Macros can either have an actual value (i.e. “56d75d3a4d6e433fb215698c056d0d58”) or a placeholder string that would be recognized by the Everflow platform and be substituted with the actual value at run time when postbacks and redirects are executed. For example, the macro for a transaction ID in the Everflow platform is {transaction_id}. Macros are always wrapped in curly brackets in the Everflow platform.
Example: Passing Values IN during a Click
Please note the inbound parameters “source_id” and “sub1” include actual values being passed in the payload.
Example: Passing Values OUT during a Partner Postback
Please note the outbound parameters “googleid” and “sub1” include the macro of the associated parameter. The platform will substitute the actual values into the URL during real-time execution.
Parameters and Macros Supported By Everflow
KEY:
BDU = Base Destination URL
PP = Partner Postback
AP = Advertiser Postback
PTL = Partner Tracking Link
Read More | Click here for more information!
Read More | Click here for more information!
Additional information will appear when you click "Read More" or use the arrow to expand and collapse.
PARAMETER | MACRO | DEFINITION | USE IN |
adv1 | {adv1} | Pass additional datapoints to Everflow |
Read More To allow partners to receive/view, go to Control Center > Configuration > Global settings, "Enable public visibility of Adv parameters for Partners" |
adv2 | {adv2} | Pass additional datapoints to Everflow |
Read More To allow partners to receive/view, go to Control Center > Configuration > Global settings, "Enable public visibility of Adv parameters for Partners" |
adv3 | {adv3} | Pass additional datapoints to Everflow |
Read More To allow partners to receive/view, go to Control Center > Configuration > Global settings, "Enable public visibility of Adv parameters for Partners" |
adv4 | {adv4} | Pass additional datapoints to Everflow |
Read More To allow partners to receive/view, go to Control Center > Configuration > Global settings, "Enable public visibility of Adv parameters for Partners" |
adv5 | {adv5} | Pass additional datapoints to Everflow |
Read More To allow partners to receive/view, go to Control Center > Configuration > Global settings, "Enable public visibility of Adv parameters for Partners" |
advertiser_id | {advertiser_id} | ID of an Advertiser on the Network |
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advertiser_name | {advertiser_name} | Name of an Advertiser on the Network |
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affiliate_encoded_id | {affiliate_encoded_id} | Encoded version of the affiliate_id |
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affiliate_id | {affiliate_id} | ID of a Partner on the Network |
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affiliate_name | {affiliate_name} | Name of a Partner on the Network |
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amount | {amount} | Revenue received from an Advertiser via Advertiser Postback for a Conversion or Event. Used for RPS. |
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android_id | {android_id} | Unique ID for Android devices |
Read More must be passed by affiliate |
android_id_md5 | {android_id_md5} | MD5 hashed value of the android_id |
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android_id_sha1 | {android_id_sha1} | SHA1 hashed value of the android_id |
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app_id | {app_id} | Value filled in by the Partner in their tracking link which could technically be used for anything. |
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category | {category} | Category as defined in Everflow |
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creative_id | {creative_id} | ID of the creative associated with the Click |
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creative_name | {creative_name} | Name of the creative associated with the Click |
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currency | {currency} | Advertisers may fire conversions to Everflow in any currency. By using ¤cy=CURRENCY in the Conversion Postback/Pixel, and by using { |
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datetime | {datetime} | Date and time of an event formatted as YYYY-MM-DD HH:MM:SS (UTC) |
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device_brand | {device_brand} | Mobile device manufacturer name (i.e. Apple or Samsung) |
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device_browser | {device_browser} | Device browser name (i.e. Chrome or Safari) |
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device_language | {device_language} | Two-letter code ISO 639-1 for the device language |
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device_model | {device_model} | Mobile device model name (i.e. iPhone 6) |
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device_os_version | {device_os_version} | Device operating system version (i.e. 10.1) |
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device_platform | {device_platform} | Device operating system platform (i.e. iOS, Android, Blackberry) |
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device_type | {device_type} | Device type (i.e. Mobile, Tablet, PC) |
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discount | {discount} | *For Shopify integrations; coupon code |
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{email} | User's email address to pass in Advertiser Postback (required for Email Address Attribution) |
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event_id | {event_id} | Event Id from Everflow to pass in Partner Postback |
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event_name | {event_name} | Event Name from Everflow to pass in Partner Postback |
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fbclid | {fbclid} | Click ID from the Facebook media buying platform |
Read More With Direct Linking, the EF.click script automatically tracks the fbclid when it is in the URL. Without Direct Linking, the Partner can append to their affiliate tracking link: &fbclid={fbclid} |
firstname | {firstname} | Used to pre-populate field |
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gclid | {gclid} | Click ID from the Google Ads media buying platform |
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geo_country_code | {geo_country_code} | Two letters country code (ISO 3166-1 alpha-2) |
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geo_country_name | {geo_country_name} | Country name |
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geo_region_code | {geo_region_code} | Two characters region code |
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geo_region_name | {geo_region_name} | Region name |
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geo_proxy | {geo_proxy} | 0 = click is not from a proxy, 1 = click is from a known proxy. |
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google_aid | {google_aid} | Google Advertiser ID |
Read More idfa / google_aid are only considered at the click or view-through level and are not passed in postback (use adv variables) |
idfa | {idfa} | Apple's Identifier for Advertisers for iOS 6+. Needs to be of the format 8-4-4-4-12 |
Read More idfa / google_aid are only considered at the click or view-through level and are not passed in postback (use adv variables) |
idfa_md5 | {idfa_md5} | MD5 hashed value of the IDFA |
Read More idfa / google_aid are only considered at the click or view-through level and are not passed in postback (use adv variables) |
idfa_sha1 | {idfa_sha1} | SHA1 hashed value of the IDFA |
Read More idfa / google_aid are only considered at the click or view-through level and are not passed in postback (use adv variables) |
impression_tracking_id | {impression_tracking_id} | Unique ID associated with an impression. Only valid with cookie-based tracking. |
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lastname | {lastname} | Used to pre-populate field |
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mac_address | {mac_address} | ID associated with the wifi or ethernet interface adapter of a device |
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mac_address_md5 | {mac_address_md5} | MD5 hashed value of the mac_address |
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mac_address_sha1 | {mac_address_sha1} | SHA1 hashed value of the mac_address |
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offer_currency | {offer_currency} | Currency of an Offer (i.e. USD, GBP, EUR) |
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offer_id | {offer_id} | ID of an Offer on the network |
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offer_name | {offer_name} | Name of an Offer on the network |
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offer_project_id | {offer_project_id} | ID of an Offer project |
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order_id | {order_id} | ID received via Advertiser Postback for a Conversion or Event. Automatically appended with shopping cart integrations. |
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payout_amount | {payout_amount} | Amount paid out to a Partner for a Conversion or Event. Passed in Offer Currency. |
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random | {random} | Random value from 100,000,000 to 999,999,999 |
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revenue_amount | {revenue_amount} | Pass the default base revenue amount to the Advertiser via the Offer Base Destination. Not applicable to Custom Settings. |
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sale_amount | {sale_amount} | Pass the Sale amount associated with the order |
Read More To allow partners to receive/view sale amount, go to Control Center > Configuration > Global Settings and "Expose Sale Amount to Partner" |
session_ip | {session_ip} | IP address of the user |
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source_id / affiliate_source_id | {source_id} / {affiliate_source_id} | ID of a Partner's source |
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sub1 | {sub1} | Sub ID 1 in the Partner tracking URL |
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sub2 | {sub2} | Sub ID 2 in the Partner tracking URL |
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sub3 | {sub3} | Sub ID 3 in the Partner tracking URL |
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sub4 | {sub4} | Sub ID 4 in the Partner tracking URL |
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sub5 | {sub5} | Sub ID 5 in the Partner tracking URL |
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timestamp | {timestamp} | UNIX timestamp of an event (UTC). This will override the Everflow timestamp when used in the Advertiser Postback. |
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transaction_id | {transaction_id} | Unique ID associated to the transaction which serves as the "click ID," generated by Everflow. |
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unique_click | {unique_click} | Identifies whether the Click is unique or duplicate (based on your session identifier). Responses: 1 = unique. 0 = duplicate |
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user_agent | {user_agent} | User-agent string of the device |
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user_id | {user_id} | Partner specific unique user ID associated with a user |
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user_ip | {conversion_ip} | The user_ip parameter is used to pass the IP of the user from an Advertiser, to be recorded in the Conversion IP field. In the absence of the user IP, the conversion IP recorded would be the IP of the server which fired the postback. |
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