- Updated in Feature Release 2.8.0 (April 15, 2020): Added user_ip as a parameter. 


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:

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

transaction_id: {transaction_id} - Unique id associated to the transaction

timestamp: {timestamp} - Unix timestamp of an event (UTC)

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

affiliate_id: {affiliate_id} - ID of a Partner on the network

affiliate_name: {affiliate_name} - Name of a Partner on the network

source_id: {source_id} - ID of a Partner source (also {affiliate_source_id})

offer_id: {offer_id} - ID of anOffer on the network

offer_name: {offer_name} - Name of an Offer on the network

offer_currency: {offer_currency} - Currency of an Offer (i.e. USD, GBP, EUR)

offer_project_id : {offer_project_id} - ID of an Offer project

creative_id: {creative_id} - ID of the creative associated to the click

creative_name: {creative_name} - Name of the creative associated to the click

payout_amount: {payout_amount} - Amount paid out to a Partner for an event (conversion or post conversion). Passed in currency of the Offer.

amount: {amount} - Revenue obtained from an Advertiser for an event (conversion or post conversion) with the Advertiser postback. Used for RPS.

revenue_amount: {revenue_amount} - Pass the base revenue amount to the Advertiser via the Offer Base Destination

advertiser_id: {advertiser_id} - ID of an Advertiser on the network

advertiser_name: {advertiser_name} - Name of an Advertiser on the network

session_ip: {session_ip} - IP address of the user

user_agent: {user_agent} - User-agent string of the device

device_platform: {device_platform} - Device operating system platform (i.e. iOS, Android, Blackberry)

device_type: {device_type} - Device type (Mobile, Tablet, PC)

device_os_version: {device_os_version} - Device operating system version (i.e. 10.1)

device_brand: {device_brand} - Mobile device manufacturer name (i.e. Apple)

device_model: {device_model} - Mobile device model name (i.e. iPhone6)

device_browser: {device_browser} - Device browser name (i.e. Chrome)

device_language: {device_language} - Device language two letters code (ISO 639-1)

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

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} - SHA1hashed value of the IDFA

google_aid: {google_aid} - Google Advertiser ID

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

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

user_id: {user_id} - Partner specific unique user ID associated with a user

random: {random} - Random value from 100,000,000 to 999,999,999

app_id: {app_id} - This is a value filled in by the Partner in the &app_id= in their tracking link. Could be used for anything.

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.


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.

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