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A Guide to Parameters and Macros

A Guide to Passing information using Parameters and Macros.

Genny avatar
Written by Genny
Updated over 3 months ago

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!

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

  • AP

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

  • AP

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

  • AP

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

  • AP

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

  • AP

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

  • BDU

advertiser_name

{advertiser_name}

Name of an Advertiser on the Network

  • BDU

affiliate_encoded_id

{affiliate_encoded_id}

Encoded version of the affiliate_id

  • BDU

affiliate_id

{affiliate_id}

ID of a Partner on the Network

  • BDU

affiliate_name

{affiliate_name}

Name of a Partner on the Network

  • BDU

amount

{amount}

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

  • AP

android_id

{android_id}

Unique ID for Android devices

  • PTL

Read More

must be passed by affiliate

android_id_md5

{android_id_md5}

MD5 hashed value of the android_id

  • PTL

android_id_sha1

{android_id_sha1}

SHA1 hashed value of the android_id

  • PTL

app_id

{app_id}

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

  • PTL

category

{category}

Category as defined in Everflow

  • BDU

creative_id

{creative_id}

ID of the creative associated with the Click

  • PTL

creative_name

{creative_name}

Name of the creative associated with the Click

  • BDU

currency

{currency}

Advertisers may fire conversions to Everflow in any currency. By using &currency=CURRENCY in the Conversion Postback/Pixel, and by using {
'currency': 'CURRENCY',
} and Everflow convert the amount.

  • AP

datetime

{datetime}

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

  • BDU

device_brand

{device_brand}

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

  • BDU

device_browser

{device_browser}

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

  • BDU

device_language

{device_language}

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

  • BDU

device_model

{device_model}

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

  • BDU

device_os_version

{device_os_version}

Device operating system version (i.e. 10.1)

  • BDU

device_platform

{device_platform}

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

  • BDU

device_type

{device_type}

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

  • BDU

discount

{discount}

*For Shopify integrations; coupon code

  • BDU

email

{email}

User's email address to pass in Advertiser Postback (required for Email Address Attribution)

  • AP

event_id

{event_id}

Event Id from Everflow to pass in Partner Postback

  • PP

  • AP

adv_event_id

{adv_event_id}

Advertiser Id from Everflow to pass in Partner Postback

  • PP

  • AP

event_name

{event_name}

Event Name from Everflow to pass in Partner Postback

  • PP

  • AP

fbclid

{fbclid}

Click ID from the Facebook media buying platform

  • PTL

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

  • BDU

gclid

{gclid}

Click ID from the Google Ads media buying platform

  • PTL

geo_country_code

{geo_country_code}

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

  • BDU

geo_country_name

{geo_country_name}

Country name

  • BDU

geo_region_code

{geo_region_code}

Two characters region code

  • BDU

geo_region_name

{geo_region_name}

Region name

  • BDU

geo_proxy

{geo_proxy}

0 = click is not from a proxy, 1 = click is from a known proxy.

  • BDU

google_aid

{google_aid}

Google Advertiser ID

  • BDU

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

  • BDU

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

  • BDU

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

  • BDU

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.

  • BDU

lastname

{lastname}

Used to pre-populate field

  • BDU

mac_address

{mac_address}

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

  • BDU

mac_address_md5

{mac_address_md5}

MD5 hashed value of the mac_address

  • BDU

mac_address_sha1

{mac_address_sha1}

SHA1 hashed value of the mac_address

  • BDU

offer_currency

{offer_currency}

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

  • BDU

  • PP

offer_id

{offer_id}

ID of an Offer on the network

  • BDU

offer_name

{offer_name}

Name of an Offer on the network

  • BDU

offer_project_id

{offer_project_id}

ID of an Offer project

  • BDU

order_id

{order_id}

ID received via Advertiser Postback for a Conversion or Event. Automatically appended with shopping cart integrations.

  • AP

payout_amount

{payout_amount}

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

  • PP

random

{random}

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

  • AP

revenue_amount

{revenue_amount}

Pass the default base revenue amount to the Advertiser via the Offer Base Destination. Not applicable to Custom Settings.

  • BDU

{sale_amount}

Pass the Sale amount associated with the order

  • PP

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

  • BDU

source_id /

affiliate_source_id

{source_id} /

{affiliate_source_id}

ID of a Partner's source

  • PTL

sub1

{sub1}

Sub ID 1 in the Partner tracking URL

  • PTL

sub2

{sub2}

Sub ID 2 in the Partner tracking URL

  • PTL

sub3

{sub3}

Sub ID 3 in the Partner tracking URL

  • PTL

sub4

{sub4}

Sub ID 4 in the Partner tracking URL

  • PTL

sub5

{sub5}

Sub ID 5 in the Partner tracking URL

  • PTL

timestamp

{timestamp}

UNIX timestamp of an event (UTC). This will override the Everflow timestamp when used in the Advertiser Postback.

  • AP

transaction_id

{transaction_id}

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

  • BDU

unique_click

{unique_click}

Identifies whether the Click is unique or duplicate (based on your session identifier). Responses: 1 = unique. 0 = duplicate

  • BDU

user_agent

{user_agent}

User-agent string of the device

  • BDU

  • AP

user_id

{user_id}

Partner specific unique user ID associated with a user

  • AP

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.

  • AP


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