Parameters and Macros : Helpdesk

Parameters and Macros

Everflow Tracking Platform 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.  This would include in-house systems being used by your publishers, affiliates and advertisers as well as popular attribution and tracking platforms commercially available in the market.  Before, we get into it, it is worth clarifying the distinction between parameters and macros because terminology can get confusing because of non-standard use across the market.  

  • Parameter: This is a system variable that is used to carry information.  A parameter is appended to all sorts of URLs (affiliate 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. 

  • Macro: A Macro is a placeholder that inserts the payload value into the parameter that 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. 

The examples below illustrate various use cases of macros and parameters in the Everflow Platform. 


Passing Values in during a Click: Note that the inbound parameters “source_id” and “sub1” include real values being passed in the payload. 




Passing Values out during an Affiliate Postback: Note that the outbound parameters “googleid” and “sub1” include the macro of the associated parameter.  The platform will substitute the real value into the URL during real-time execution.  



The list of parameters, macros and their description in the Everflow platform is shown  in the table below. 


Parameter

Macro

Description

sub1

{sub1}

Sub ID 1 in the affiliate tracking URL

sub2

{sub2}

Sub ID 2 in the affiliate tracking URL

sub3

{sub3}

Sub ID 3 in the affiliate tracking URL

sub4

{sub4}

Sub ID 4 in the affiliate tracking URL

sub5

{sub5}

Sub ID 5 in the affiliate 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 an affiliate on the network

affiliate_name

{affiliate_name}

Name of an affiliate on the network

affiliate_source_id

{affiliate_source_id}

ID of an affiliate source

offer_id

{offer_id}

ID of an offer 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

payout_amount

{payout_amount}

Amount paid out to an affiliate for an event (conversion or post conversion)

amount

{amount}

Revenue obtained from an advertiser for an event (conversion or post conversion)

advertiser_id

{advertiser_id}

ID of an advertiser on the network

advertiser_name

{advertiser_name}

Name of an advertiser on the network

user_ip

{user_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 (Mobiles, Tablets or PCs)

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}

SHA1 hashed 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}

Publisher specific unique user ID associated with a user

random

{random}

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

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