Learn what parameters are available in your tracking links so you can use them effectively.
Parameters are key-value pairs where the key serves as the parameter name. In tracking links, parameters appear as parameter_name={parameter_value}. Ad channels fill {parameter_value} with touchpoint data when users click ads, and tracking links deliver this data to Airbridge. There are three parameter types based on purpose: campaign parameters, Airbridge parameters, and channel parameters.
See the complete list of tracking link parameters below.
Campaign parameters deliver information about the campaigns you run on ad channels.
Airbridge parameters deliver information such as touchpoint and deep link data for attribution, user redirection, and other functions.
Channel parameters deliver information about ad channels where you run campaigns.
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 |
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 |
Parameter name |
Description |
Example |
|---|---|---|
campaign | Campaign name. Entered by the advertiser or provided by the ad channel. | campaign=spring_festival |
campaign_id | Campaign ID. Provided by the ad channel. | campaign_id=1481 |
ad_group | Ad group. Entered by the advertiser or provided by the ad channel. | ad_group=retargeting |
ad_group_id | Ad group ID. Entered by the advertiser or provided by the ad channel. | ad_group_id=1246 |
ad_creative | Ad creative. Entered by the advertiser or provided by the ad channel. | ad_creative=Jean |
ad_creative_id | Ad creative ID. Provided by the ad channel. | ad_creative_id=129840 |
content | Ad content. Entered by the advertiser or provided by the ad channel. | content=buy_today |
term | Search ad keyword. Entered by the advertiser or provided by the ad channel. | term=%EC%95%88%EA%B2%BD |
term_id | Search ad keyword ID. Provided by the ad channel. | term_id=3452 |
Parameter name |
Description |
Example |
|---|---|---|
ad_type | Ad type. Categorized by touchpoint type into impression (view), click (click), or S2S click (server_to_server_click). | ad_type=click |
tracking_template_id | Unique ID of the Airbridge tracking link determined by Airbridge. | tracking_template_id=405ba6cd1 |
routing_short_id | Unique ID of the redirection destination determined by Airbridge. | routing_short_id=jx4e |
og_tag_id | Unique ID of the Open Graph tag. If there’s no unique ID, it collects and delivers web URL or fallback URL information. | og_tag_id=68212 |
deeplink_url | The URL that sends users who have installed the app to a specific app page. | deeplink_url=ablog%3A%2F%2Flin |
fallback_android | Parameter that overrides the default redirection destination on Android. If your tracking link contains this parameter, users are always sent to the destination specified in the parameter value. | fallback_android=https%3A%2F% |
fallback_ios | Parameter that overrides the default redirection destination on iOS. If your tracking link contains this parameter, users are always sent to the destination specified in the parameter value. | fallback_ios=https%3A%2F%2Fap |
fallback_desktop | Parameter that overrides the default redirection destination on Desktop. If your tracking link contains this parameter, users are always sent to the destination specified in the parameter value. | fallback_desktop=https%1A%2B% |
Parameter name |
Description |
Example |
|---|---|---|
click_id | Unique ID of the touchpoint determined by ad channels. | click_id=12345234 |
sub_id | ID for identifying a sub-network or affiliate ad channel associated with the main ad channel. | sub_id=356234234 |
sub_id_1, sub_id_2, sub_id_3 | IDs for identifying sub-networks at different hierarchy levels. Use sub_id_1 for first-level sub-networks, sub_id_2 for second-level sub-networks, and so on. | sub_id_1=23981024 |
ad_id | Advertising identifier (ADID) used by the device’s operating system. Android uses Google Advertising ID (GAID) and iOS uses Identifier for Advertisers (IDFA). | ad_id=13C424EC-C21C-4E1F- |
gaid_raw | gaid_raw=157fdd31-da2c-50fd- | |
ifa_raw | ifa_raw=13C424EC-C21C-4E1F- | |
ip | IP address of the device where the S2S tracking link is triggered. | ip=127.0.0.1 |
user_agent | User agent of the device where the S2S click tracking link is triggered. | user_agent=Mozilla%2F5.0%20(M |
language | Language setting of the device where the tracking link is triggered. | language=ko |
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