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The complete Browser-URL on which the tag was fired. Used to prevent accuracy issues in

Name (JS tag)

Name (img tag)

Explanation

Format

Example

convTarget

ctg

This parameter identifies the conversion target. The value of the parameter corresponds with the target you selected in the configuration panel.

Attention: Uniqueness of conversions is determined by the combination of the convId, convTarget, and trcCat together. This means you can have multiple conversions with the same convId, but different convTarget and trcCat.

Alphanumeric

AddBasket

trcCat

trc

This parameter identifies the tracking category. The value of the parameter corresponds with the category you selected in the configuration panel.

Tracking category default will be used implicitly when none or unknown tracking category is supplied.

Note

In case of basket tracking the value basket should be used.

Attention: Uniqueness of conversions is determined by the combination of the convId, convTarget, and trcCat together. This means you can have multiple conversions with the same convId, but different convTarget and trcCat.

Alphanumeric

default

siteId

sid

For security reasons, this parameter identifies the page on which the conversion is made.

Alphanumeric

checkout_page

convId

cid

This parameter identifies the the conversion and therefore should be unique. In case the ID contains sensitive information such as an email address, it can be replaced by an alternative ID on the platform.

Attention: Uniqueness of conversions is determined by the combination of the convId, convTarget, and trcCat together. This means you can have multiple conversions with the same convId, but different convTarget and trcCat.

Alphanumeric, max length 255 chars

ORD12345

ordValue

orv

This parameter transmits the net value of the conversion. If the conversion does not contain a value, the transmitted value should be 0.00.

If the conversion is based on positions (basket parameter), the value should not be transmitted.

Attention: Any other format than ##############.#### (Scale 20, Precision 4) is not allowed.

Numeric: ################.#### (Scale 20, Precision 4)

Max-Value: 9999999999999999.9999

25.00

ordCurr

orc

This parameter transmits the currency following ISO 4217. The currency should always correspond with the currency used on the advertiser's website.

Alphabetic

EURlocationHref

clickIds

hrf

cli

This parameter can transmit click IDs and enable attribution even when no cookie was dropped.

Alphanumeric, comma-separated or JSON array

a123456,b78910 or ["a123456","b78910"]

locationHref

hrf

The complete Browser-URL on which the tag was fired. Used to prevent accuracy issues in case of strict referrer browser policy. Please don’t change the default value window.location.href

URL

Result of window.location.href call

requestTimestamp

rst

This parameter transmits the request time for this Conversion. Following the format in ISO 8601. The value must not be older then three months ago.

YYYY-MM-DDTHH:mm:ss.sss+00:00

2021-11-12T14:00:00.000+00:00

Adding advanced parameters

Before you start

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Adding advanced parameters

Before you start

Apart of the mandatory parameters that are added to the tag automatically, you can add advanced parameters. Please note that in order for these parameters to work properly, the data they are designed to transmit need to be available. Parameters marked with an asterix (*) in the description can also be used without the underscore (_). For example, you can use ‘commissionfix’ instead of ‘commission_fix’.

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164a9ee7-4b7a-3a2a-802a-1a7a4be79e4a

Name (JS tag)

Name (img tag)

Explanation

Format

Example

discValue

dsv

This parameter transmits any discount values (net amounts) related to the conversion.

Numeric: #.#

12.34

discCode

dsc

This parameter transmits any discount tags related to the conversion.

Alphanumeric

XMAS2016-4578aved

invValue

inv

This parameter transmits the total order value of a conversion, i.e. including shipping costs and VAT.

Numeric: #.#

123.45

confStat

cfs

This parameter transmits the status of the conversion. If it is not used, conversions will be registered with an open status. Therefore, you should only use this parameter when you want to confirm or cancel conversions automatically.

0 = open
1 = approved
2 = rejected

Numeric

1

uniqid

uniqid

This parameter is needed when you want to automate your validation process. For more information, please read this article.

Universally unique identifier (UUID)

= open
1 = approved
2 = rejected

Numeric

1

uniqid

uniqid

This parameter is needed when you want to automate your validation process. For more information, please read this article.

Universally unique identifier (UUID)

164a9ee7-4b7a-3a2a-802a-1a7a4be79e4a

siteId

sid

For security reasons, this parameter identifies the page on which the conversion is made.

Alphanumeric

requestTimestamp

rst

This parameter transmits the request time for this Conversion. Following the format in ISO 8601. The value must not be older then three months ago.

YYYY-MM-DDTHH:mm:ss.sss+00:00

2021-11-12T14:00:00.000+00:00

Custom values

The parameters in this section can transmit custom values related to the conversion or the customer, such as points given for a loyalty program. The content can be alphanumeric.

Name (JS tag)

Name (img tag)

Explanation

Format

Example

isCustNew

csn

This parameter registers whether the customer was new to the advertiser. Possible values are true (new) or false (recurring).

Alphabetic

True

custId

csi

This parameter transmits any ID given to the customer who placed the conversion. Use this for implementing cross-device and cookieless tracking.

Alphanumeric, max length 255 chars

bon78945

session

session

This parameter transmits any ID given to the session of the customer who placed the conversion. Use this for implementing cross-device and cookieless tracking.

Alphanumeric, max length 255 chars

ses345

custGend

csg

This parameter transmits a value identifying the gender of the customer placing the conversion. Possible values are f (female) and m (male).

Alphabetic

f

custAge

csa

This parameter transmits the age of the customer placing the conversion.

Numeric

45

CustSurv

csr

This parameter transmits questions and answers to surveys held upon placing the order.

Alphanumeric: {"#":"#"}. Please note JSON format is higly recommended.

{"Your favorite movie":"Moonraker","Your favorite actor":"Sean Connery"}

payMethod

pmt

This parameter can transmit the payment method the customer chose when placing the order.*

Alphanumeric

paypal

addData

adt

This parameter can transmit costumer related data, such as the number of orders previously canceled or recommendations.

Alphanumeric: {"#":"#"}. Please note JSON format is highly recommended.

{"number_prev_cancellations":"12","recommended_by":"user_id: 15"}

userVal1

uv1

This parameter can transmit additional information.

Alphanumeric. It can be a string, a JSON or another format.

Alphanumeric, max length 255 chars

12345

userVal2

uv2

This parameter can transmit additional information.

Alphanumeric. It can be a string, a JSON or another format.Alphanumeric, max length 255 charsformat.

Berlin

userVal3

uv3

This parameter can transmit additional information.

Alphanumeric. It can be a string, a JSON or another format.

Alphanumeric, max length 255 chars

Germany

userVal4

uv4

This parameter can transmit additional information.

Alphanumeric. It can be a string, a JSON or another format.

Alphanumeric, max length 255 chars

Category: Newspaper Subscription

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a123456,b78910 or ["a123456","b78910"]

Name (JS tag)

Name (img tag)

Explanation

Format

Example

admtag

amc

This parameter transmits the complete ad media tag of the click URL via which the conversion was generated.

foo.bar.#.#.#

1234... partner

5678... adspace

9012.... creative

foo.bar.1234.5678.9012

adspace

Alternatively to amc you can simply provide the adspace id. The full amc value is generated automatically.

Numeric adspace id

5678

subtag

smc

This parameter replaces any sub IDs added to the click URL via which the conversion was generated.

Alphanumeric, max length 255 chars

abc1234

clickIds

cli

This parameter can transmit click IDs and enable attribution even when no cookie was dropped.

Alphanumeric, comma-separated or JSON array

Alphanumeric, max length 255 chars

abc1234

(In JS tag, use clickIds to transmit this value)

awc

Awin click checksum.

String

1001_1502695821_b670d81e22c9e8a87g423efcf034fbaa

(In JS tag, use clickIds to transmit this value)

gclid

Google Ads click ID.

String

CjwKCAjwvZv0BRA8EiwAD9S8msHPVhhwIFhI3jzdnsgc_JZxyhR-RaZGs4j_86cmVljnIn7sgHCelU8AvbEfALw_wcB

(In JS tag, use clickIds to transmit this value)

fbclid

Facebook Ads click ID.

String

IwAR1j1yBKErYRyrUR9mLw8lHZssY9GTabc9cyfZ9j_R1H29BjYJSuxbTKUUF

(In JS tag, use clickIds to transmit this value)

msclkid

Microsoft Bing Ads click ID

String

dfe067436646166d59d804f709cfeb0f

(In JS tag, use clickIds to transmit this value)

aff_click_id

Tune partner click ID

String

8151ed78-8c25-11ed-b370-025177df826b

...

The on-page tag is quite simple to implement, there are only few parameters to be taken care of.

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Tag parameters

If you look at panel below the configuration section, you will find that the on-page tag already contains five parameters, that you may work with. The parameter siteId is mandatory.

siteId This parameter defines the placement of the tag. It should be filled with the path of the page or the URLResult of window.location.href call

Name

Explanation

Format

Example

locationHref

Mandatory:

Alphanumeric

productId

only on product pages: This parameter is the product ID, e.g. EAN or SKU

Alphanumeric

1234567890The complete Browser-URL on which the tag was fired. Used to prevent accuracy issues in case of strict referrer browser policy. Please don’t change the default value window.location.href

URL

Result of window.location.href call

custId

This parameter transmits any ID given to the customer. Use this for implementing cross-device and cookieless tracking.

Alphanumeric, max length 255 chars

bon78945

session

This parameter transmits any ID given to the session of the customer. Use this for implementing cross-device and cookieless tracking.

Alphanumeric, max length 255 chars

ses345

productId

only on product pages: This parameter is the product ID, e.g. EAN or SKU

Alphanumeric

1234567890

userVal1

optional parameter, you are free to put in any additional information that may be needed

Alphanumeric, max length 255 charsAlphanumeric

userVal2

optional parameter, you are free to put in any additional information that may be needed

Alphanumeric, max length 255 chars

locationHref

The complete Browser-URL on which the tag was fired. Used to prevent accuracy issues in case of strict referrer browser policy. Please don’t change the default value window.location.href

URL

siteId

This parameter defines the placement of the tag. It should be filled with the path of the page or the URL

Alphanumeric

Implementing the tracking tags

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