Parameter Name

Description

click_id
​

To pass on the partner click ID
​

site_id
​

A unique ID that identifies the publisher that displays the ad

sub_site_id
​

Ad sub-network/Publisher ID. If in addition to the main publisher (site ID), there is a sub-publisher
​

ad_set
​

Ad sets are groups of ads that share settings for how, when and where to run. When you create an ad set, the choices you make at the ad set level automatically apply to all of the ads in the set. The advertiser/publisher provides these
​

ad_set_id
​

The unique ID number for Ad sets. The advertiser/publisher provides these

ad_type
​

Specify the type of your ad. It can be in just text or a banner or a video.

ad
​

Name of the Ad provided by advertiser/publisher.

ad_id
​

Add ID provided by advertiser/publisher
​

channel
​

The sources that are other than google play are used for application installation or any other related activity. For example - the App store, Samsung store etc.
​

cost_currency
​

3-letter currency code compliant with ISO-4217 like USD, INR.
​

cost_value
​

Cost value in using cost currency.
​

idfa

The Identifier for Advertisers (IDFA) is a random device identifier assigned by Apple to a user's device. Advertisers use this to track data so they can deliver customized advertising

idfv
​

The identifier for Vendors, which allows app developers to measure user-level data across multiple apps from the same content provider without having to request their consent.
​

android_id
​

Device Android ID

gaid

Google Advertising ID

mac

Device MAC address

is_retargeting

This parameter will show if you are retargeting your campaign or not. “False” would depict the campaign is considered as a regular user acquisition campaign and “True” would mean you are implementing retargeting.

pid / agid

Partner or Agency ID

app_id

Unique application ID

app_name

Name of the application

camp

Campaign name

camp_id

Campaign ID
​

keywords

Keywords listed for text-targeted campaigns

r

Used in single-platform links to redirect users to the specified URL for both platforms (Android and iOS).

ios_r

If you want a particular URL to be redirected differently for iOS, Android or the web you would enter the value for iOS here.

android_r

If you want a particular URL to be redirected differently for iOS, Android or the web you would enter the value for Android here.

web_r

If you want a particular URL to be redirected differently for iOS, Android or the web you would enter the value for the web here

dlv

The name of the specific in-app content that users will be directed to. Developers implement the desired behaviour of the deep link_value in the code.

lbw

To configure the lookback window

s2s

To enable server-to-server data - You would need to pass &s2s=true in the Attribution link