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Table of Contents

minLevel	1
maxLevel	4

Before you start

In order to track the online marketing events of the advertisers on your platform, you will need to implement tracking tags on the website of the advertiser. Please note you will need to implement two tags: the conversion tag and the on-page tag.

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If you look at panel below the configuration section, you will find that the conversion tag already contains six parameters. These parameters are mandatory and should not be removed from the conversion tag.

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

EUR

locationHref

clickIds

hrf

The complete Browser-URL on which the tag was

`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

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

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

Adding advanced parameters

Before you start

...

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’.

The advanced parameters are sorted by purpose, let’s go through them one by one.

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`

distag

`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.

Numeric

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 (

UU ID

session

This parameter transmits any ID given to the session of the

UUID)

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

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

bon78945

`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

ses345

bon78945

custGend

session

csg

session

This parameter transmits

a value identifying the gender

any ID given to the session of the customer

placing

who placed the conversion.

Possible values are

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

, max length 255 chars

.

Alphanumeric

	`12345`
`userVal2`	`uv2`	This parameter can transmit additional information.	Alphanumeric. It can be a string, a JSON or another format

, max length 255 chars

.

Alphanumeric

	`Berlin`
`userVal3`	`uv3`	This parameter can transmit additional information.	Alphanumeric. It can be a string, a JSON or another format

, max length 255 chars.

Alphanumeric

.	`Germany`
`userVal4`	`uv4`	This parameter can transmit additional information.	Alphanumeric. It can be a string, a JSON or another format

, max length 255 chars

.

Alphanumeric

Category: Newspaper Subscription

Custom values

...

Basket tracking

A requirement for basket tracking is the tracking category ‘basket.’ we recommend to set it up before implementing the conversion tag.

To enable basket tracking, please make sure you add the ‘basket’ parameter to the conversion tag. Remember, the tracking category ‘basket’ should be set up. The only requirement for using this parameter is that your advertiser needs to be able to fill it with basket data in JSON format. The individual components of the basket data are discussed in the table below.

Name	Explanation	Format	Example
`id`	The optional ID of this position Can be submitted to address this position later. Generated automatically if empty.	1 or higher, max value 32767	`1`
`uuid`	The optional UUID of this position. Can be submitted to address this position later. Generated automatically if empty.	Valid UUID	0d5bb776-2d50-4d65-912c-d20e324f66b8
`pid`	The ID of the product to which the basket position relates.	Numeric	`1234`
`prn`	The name of the product to which the basket position relates.	Alphabetic	`Green Hoover vacuum cleaner`
`sku`	The stock keeping unit	Alphabetic	`014-45253-4535`
`pri`	The price of the product to which the basket position relates.	Numeric: `#.#`	`145.55`
`brn`	The brand name of the product to which the basket position relates.	Alphanumeric	`Hoover`
`qty`	The number of ordered products.	Numeric	`3`
`dsv`	The discount value of ordered products. Cannot be negative.	Numeric: `#.#`	`10.23`
`shp`	The shipping costs of ordered products. Cannot be negative.	Numeric: `#.#`	`8.50`
`tax`	The tax which needs to be paid for ordered products. Used to calculate the total invoice amount of this conversion.

Cannot be negative.

Numeric: #.#

27.53

trc

The tracking category of the basket position, not to be confused with the tracking category of the conversion to which the basket position belongs. Any tracking category may be used except basket. If no specific tracking category is intended, please use default.

Never use the trc basket it will cause an error.

Alphanumeric

default

prc

The shop category of the product to which the basket position relates.

Alphanumeric

Household appliance

Attribution parameters

The parameters in this section can transmit attribution relevant values such as click ids.

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.

Numeric:

foo.bar.#.#.#

1234... partner

5678... adspace

9012

subtag

smc

This parameter replaces any sub IDs added to the click

.... 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

.Alphanumeric

	`abc1234`
(In JS tag, use clickIds

cli

This parameter can transmit the ID of a clicks and enable attribution even when no cookie was dropped.

Numeric, comma-separated

123456,78910,...

(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

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`

Server to server specific parameters

Name (server tag)	Explanation	Format	Example
`tsc`	Value of the `tsc` cookie	String	`kL8!H_LisIoXyQM!AQ\|FuRQ!A!FQ!~SKSXql8Y*5MQJ`
`tsv`	Value of the `tsv` cookie	String	`kL8!H_LisIoXyQM!AQ\|FuRQ!GDM4nc!^SKSXql8Y*3j`
`user_agent`	User Agent value, usually provided in http header	String	`Mozilla/5.0 (Macintosh; Intel Mac OS X 10_15_7) AppleWebKit/537.36 (KHTML, like Gecko) Chrome/109.0.0.0 Safari/537.36`
`ip_address`	IP Address	Numeric #.#.#.#	`192.158.1.38`
`device_type`	Optional device type. Will be ignored when `user_agent` is provided. Possible values: Mobile Desktop Tablet Unknown	String	`Mobile`

Configuring the on-page tag

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.

Name	Explanation	Format	Example

siteId

locationHref

Mandatory:

This parameter defines the placement of

The complete Browser-URL on which the tag

. It should be filled with the path of the page or the URL

Alphanumeric

productId

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

Alphanumeric

1234567890

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, max length 255 chars

needed	Alphanumeric
`userVal2`	optional parameter, you are free to put in any additional information that may be needed

, max length 255 chars

Alphanumeric

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

Result of window.location.href call


`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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More information can be found in the main article about TCFv2.

Name (JS tag)	Name (img tag)	Explanation	Format	Example
`gdpr`	`gdpr`	not set : TCFv2.0 not implemented `0`: GDPR does not apply `1`: GDPR applies	Numeric: # (0 or 1)	`gdpr=1`
`gdprConsent`	`gdpr_consent`	Only meaningful if `gdpr=1`. URL-safe base64-entagd TC string obtained from the CMP JS API or OpenRTB. Must contain the consent for Vendor ID of the advertiser or for Vendor ID 871 (Ingenious Vendor ID) as default	Base64-entagd string	`gdpr_consent=CO7KqXfO7KqXfCVAAAENAwCMAP_AAH_AAAAAGLtV_T9fb2vj-_Z99_tkeYwf95y3p-wzhheMs-8NyZeH_B4Wv2MyvBX4JiQKGRgksjLBAQdtHGlcTQgBwIlViTLMYk2MjzNKJrJEilsbO2dYGD9Pn8HT3ZCY70-vv__7v3ff_3gYu1X9P19va-P79n33-2R5jB_3nLen7DOGF4yz7w3Jl4f8Hha_YzK8FfgmJAoZGCSyMsEBB20caVxNCAHAiVWJMsxiTYyPM0omskSKWxs7Z1gYP0-fwdPdkJjvT6-___u_d9__eAAA.IGLtV_T9fb2vj-_Z99_tkeYwf95y3p-wzhheMs-8NyZeH_B4Wv2MyvBX4JiQKGRgksjLBAQdtHGlcTQgBwIlViTLMYk2MjzNKJrJEilsbO2dYGD9Pn8HT3ZCY70-vv__7v3ff_3g`

Versions Compared

Old Version 39

New Version Current

Key

Before you start

Adding advanced parameters

Before you start

Adding advanced parameters

Before you start

Custom values

Custom values

Basket tracking

Attribution parameters

Server to server specific parameters

Configuring the on-page tag

Tag parameters

Implementing the tracking tags