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.  


Current Parameters and Macros supported by Everflow:

PARAMETER

MACRO

DEFINITION

advertiser_id

{advertiser_id}

ID of an Advertiser on the Network

advertiser_name

[advertiser_name}

Name of an Advertiser on the Network

affiliate_encoded_id

{affiliate_encoded_id}

Encoded version of the affiliate_id

affiliate_id

{affiliate_id}

ID of a Partner on the Network

affiliate_name

{affiliate_name}

Name of a Partner on the Network

amount

{amount}

Revenue received from an Advertiser via Advertiser Postback for a Conversion or Event. Used for RPS.

android_id

{android_id}

Unique ID for Android devices

android_id_md5

{android_id_md5}

MD5 hashed value of the android_id

android_id_sha1

{android_id_sha1}

SHA1 hashed value of the android_id

app_id

{app_id}

Value filled in by the Partner in their tracking link which could technically be used for anything.

creative_id

{creative_id}

ID of the creative associated with the Click

creative_name

{creative_name}

Name of the creative associated with the Click

datetime

{datetime}

Date and time of an event formatted as YYYY-MM-DD HH:MM:SS (UTC)

device_brand

{device_brand}

Mobile device manufacturer name (i.e. Apple or Samsung)

device_browser

{device_browser}

Device browser name (i.e. Chrome or Safari)

device_language

{device_language}

Two-letter code ISO 639-1 for the device language

device_model

{device_model}

Mobile device model name (i.e. iPhone 6)

device_os_version

{device_os_version}

Device operating system version (i.e. 10.1)

device_platform

{device_platform}

Device operating system platform (i.e. iOS, Android, Blackberry)

device_type

{device_type}

Device type (i.e. Mobile, Tablet, PC)

event_id

{event_id}

Event Id from Everflow to pass in Partner Postback

event_name

{event_name}

Event Name from Everflow to pass in Partner Postback

fbclid

{fbclid}

Click ID from the Facebook media buying platform

gclid

{gclid}

Click ID from the Google Ads media buying platform

geo_country_code

{geo_country_code}

Two letters country code (ISO 3166-1 alpha-2)

geo_country_name

{geo_country_name}

Country name

geo_region_code

{geo_region_code}

Two characters region code

geo_region_name

{geo_region_name}

Region name

google_aid

{google_aid}

Google Advertiser ID

idfa

{idfa}

Apple's Identifier for Advertisers for iOS 6+. Needs to be of the format 8-4-4-4-12

idfa_md5

{idfa_md5}

MD5 hashed value of the IDFA

idfa_sha1

{idfa_sha1}

SHA1 hashed value of the IDFA

impression_tracking_id

{impression_tracking_id}

Unique ID associated with an impression. Only valid with cookie-based tracking.

mac_address

{mac_address}

ID associated with the wifi or ethernet interface adapter of a device

mac_address_md5

{mac_address_md5}

MD5 hashed value of the mac_address

mac_address_sha1

{mac_address_sha1}

SHA1 hashed value of the mac_address

offer_currency

{offer_currency}

Currency of an Offer (i.e. USD, GBP, EUR)

offer_id

{offer_id}

ID of an Offer on the network

offer_name

{offer_name}

Name of an Offer on the network

offer_project_id

{offer_project_id}

ID of an Offer project

payout_amount

{payout_amount}

Amount paid out to a Partner for a Conversion or Event. Passed in Offer Currency.

random

{random}

Random value from 100,000,000 to 999,999,999

revenue_amount

{revenue_amount}

Pass the base revenue amount to the Advertiser via the Offer Base Destination

session_ip

{session_ip}

IP address of the user

source_id /

affiliate_source_id

{source_id} /

{affiliate_source_id}

ID of a Partner's source

sub1

{sub1}

Sub ID 1 in the Partner tracking URL

sub2

{sub2}

Sub ID 2 in the Partner tracking URL

sub3

{sub3}

Sub ID 3 in the Partner tracking URL

sub4

{sub4}

Sub ID 4 in the Partner tracking URL

sub5

{sub5}

Sub ID 5 in the Partner tracking URL

timestamp

{timestamp}

UNIX timestamp of an event (UTC)

transaction_id

{transaction_id}

Unique ID associated to the transaction which serves as the "click ID," generated by Everflow.

unique_click

{unique_click}

Identifies whether the Click associated with the Conversion is unique or duplicate. Responses: 1 = unique. 2 = duplicate

user_agent

{user_agent}

User-agent string of the device

user_id

{user_id}

Partner specific unique user ID associated with a user

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.


NEED HELP? OUR CUSTOMER SUCCESS TEAM IS HERE FOR YOU!

We've assembled a superstar team of industry veterans that are available around the clock to make sure that your issues are resolved and questions are answered. You can reach out any time in-platform via Chat or by emailing support@everflow.io.

Did this answer your question?