Tracking Link Parameters

NoteThis guide lists the parameters you can add to your tracking links. For the basics of tracking links, see the guides below first.

Parameters are key-value pairs, where the key serves as the parameter name. In a tracking link, parameters appear as parameter_name={parameter_value}. When a user clicks an ad, the ad channel fills {parameter_value} with touchpoint data, and the tracking link delivers it to Airbridge. Tracking link parameters fall into three types by purpose: campaign parameters, Airbridge parameters, and channel parameters.

Parameter type	Key parameters
Campaign parameter	campaign, campaign_id, ad_group, ad_group_id, ad_creative, ad_creative_id, content, term, term_id
Airbridge parameter	ad_type, tracking_template_id, routing_short_id, og_tag_id, deeplink_url, fallback_android, fallback_ios, fallback_desktop
Channel parameter	click_id, sub_id, sub_id_1, sub_id_2, sub_id_3, ad_id, gaid_raw, ifa_raw, ip, user_agent, language

Campaign parameters

Campaign parameters deliver information about the campaigns you run on ad channels.

Parameter	Description	Filled by
campaign	Campaign name (e.g., `campaign=spring_festival`)	Advertiser or ad channel
campaign_id	Campaign ID (e.g., `campaign_id=1481`)	Ad channel
ad_group	Ad group (e.g., `ad_group=retargeting`)	Advertiser or ad channel
ad_group_id	Ad group ID (e.g., `ad_group_id=1246`)	Advertiser or ad channel
ad_creative	Ad creative (e.g., `ad_creative=Jean`)	Advertiser or ad channel
ad_creative_id	Ad creative ID (e.g., `ad_creative_id=129840`)	Ad channel
content	Ad content (e.g., `content=buy_today`)	Advertiser or ad channel
term	Search ad keyword (e.g., `term=%EC%95%88%EA%B2%BD`)	Advertiser or ad channel
term_id	Search ad keyword ID (e.g., `term_id=3452`)	Ad channel

Airbridge parameters

Airbridge parameters deliver information such as touchpoint and deep link data for attribution, user redirection, and other functions.

Parameter	Description	Filled by
ad_type	Ad type. Categorized by touchpoint type into impression (view), click (click), or S2S click (server_to_server_click). (e.g., `ad_type=click`)	Advertiser
tracking_template_id	Unique ID of the Airbridge tracking link	Airbridge
routing_short_id	Unique ID of the redirection destination (e.g., `routing_short_id=jx4e`)	Airbridge
og_tag_id	Unique ID of the Open Graph tag	Airbridge
deeplink_url	URL that sends users who already have the app installed to a specific app page	Advertiser
fallback_android	Overrides the default redirection destination on Android	Advertiser
fallback_ios	Overrides the default redirection destination on iOS	Advertiser
fallback_desktop	Overrides the default redirection destination on Desktop	Advertiser

Channel parameters

Channel parameters deliver information about the ad channels where you run campaigns.

Parameter	Description	Filled by
click_id	Unique ID of the touchpoint determined by the ad channel (e.g., `click_id=12345234`)	Ad channel
sub_id	ID for a sub-network or affiliate channel associated with the main ad channel (e.g., `sub_id=356234234`)	Ad channel
sub_id_1, sub_id_2, sub_id_3	IDs for sub-networks at different hierarchy levels. Use them in the order of each sub-network’s level. The ad channel usually fills these, though some channels let the advertiser pass custom values.	Ad channel
ad_id	Advertising ID (ADID) used by the device’s operating system, such as GAID on Android or IDFA on iOS	Ad channel
gaid_raw	ADID used on Android	Ad channel
ifa_raw	ADID used on iOS	Ad channel
ip	IP address of the device where the S2S click is triggered	Ad channel
user_agent	User agent of the device where the S2S click is triggered	Ad channel
language	Language setting of the device where the tracking link is triggered	Ad channel

Example tracking link

The following is an example of an ad channel tracking link template. When a user clicks an ad, the ad channel fills macros such as {{campaign.title}} and {{request.id}} with actual values and delivers them to Airbridge. In this example, demo is a placeholder for your app name and ad_channel_example is a placeholder for the channel name. routing_short_id and tracking_template_id are values Airbridge assigns automatically when the link is created.

https://abr.ge/@demo/ad_channel_example?ad_creative={{creative.title}}&ad_creative_id={{creative.id}}&ad_group={{adgroup.title}}&ad_group_id={{adgroup.id}}&ad_id={{device.ifa}}&campaign={{campaign.title}}&campaign_id={{campaign.id}}&click_id={{request.id}}&routing_short_id=n8jhtp&source={{mtid}}&sub_id={{request.exchange}}&sub_id_1={{publisher.bundle}}&sub_id_2={{request.inventory_type}}&sub_id_3={{creativegroup.title}}&tracking_template_id=929fcc895e4636e5a83c855a98d867f3&ad_type=click

Parameter	Value filled in (channel macro)	Filled by
campaign, campaign_id	`{{campaign.title}}`, `{{campaign.id}}`	Ad channel
ad_group, ad_group_id	`{{adgroup.title}}`, `{{adgroup.id}}`	Ad channel
ad_creative, ad_creative_id	`{{creative.title}}`, `{{creative.id}}`	Ad channel
ad_id	`{{device.ifa}}`	Ad channel
click_id	`{{request.id}}`	Ad channel
sub_id	`{{request.exchange}}`	Ad channel
sub_id_1, sub_id_2, sub_id_3	`{{publisher.bundle}}`, `{{request.inventory_type}}`, `{{creativegroup.title}}`	Ad channel
routing_short_id, tracking_template_id	Assigned automatically by Airbridge (fixed)	Airbridge
ad_type	click (fixed)	Advertiser