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Overview
Everflow supports a very broad list of parameters and macros.
Parameters and macros form the substrate that allow you to pass enormous amounts of information between the tracking platform and all third party platforms and systems including in-house systems being used by your Partners and Advertisers, as well as popular attribution and tracking platforms commercially available in the market.
📑 Chapters
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0:00
Introduction
0:22
What Are Parameters?
1:00
What Are Macros?
1:38
Key Differences
2:15
Practical Examples
Key Points to Understand
It is important to clarify the distinction between parameters and macros.
It's important to clarify the distinction between parameters and macros.
📦 What is a PARAMETER?
A parameter is a system variable used to carry information. Parameters are appended to URLs (Partner postbacks, Offer URLs, etc.) to allow the tracking platform to deliver information to third party systems.
Example:
click_id=56d75d3a4d6e433fb215698c056d0d58
click_id=56d75d3a4d6e433fb215698c056d0d58
In this example, "click_id" is the parameter (the container).
🎯 What is a MACRO?
A macro is a placeholder that inserts the payload value into the parameter it is associated with. Macros can either have an actual value (like "56d75d3a4d6e433fb215698c056d0d58") or a placeholder string that Everflow recognizes and substitutes with the actual value at runtime when postbacks and redirects are executed.
Example:
click_id={transaction_id}
click_id={transaction_id}
In this example, "{transaction_id}" is the macro (the placeholder value wrapped in curly brackets).
✅ Critical Rule:
Macros in Everflow are always wrapped in curly brackets
{like_this}
❌ Common Mistake: Swapping Parameter & Macro
Wrong:
{transaction_id}=click_id
⚠️ This puts the macro on the LEFT and the parameter name on the RIGHT (backwards!)
Correct:
click_id={transaction_id}
✅ Parameter on the LEFT, macro on the RIGHT
💡 Real-World Example: Partner Postback URL
https://partner.com/postback?click_id={sub1}&sale_total={sale_amount}&payout={payout_amount}
Parameters (what the partner expects):
click_id, sale_total, payout
Macros (Everflow placeholders):
{sub1}, {sale_amount}, {payout_amount}
Example: Passing Values IN during a Click
The inbound parameters “source_id” and “sub1” include actual values being passed in the payload.
Example: Passing Values OUT during a Partner Postback
The outbound parameters “googleid” and “sub1” include the macro of the associated parameter. The platform will substitute the actual values into the URL during real-time execution.
Extended Tracking for Custom Payout Rules
While the standard parameter list (below) explicitly supports adv1 through adv5, the Custom Revenue & Payout system is designed to be flexible.
You can pass any custom parameter name in your Advertiser Postback or Pixel (e.g., &adv6=... or &customer_segment=...).
- Built-in Logic: adv1–adv5 are automatically mapped to standard reporting columns.
- Custom Logic: Any other parameter (like adv6) will not appear in standard reporting, but can be recognized by the Custom Revenue & Payout system to trigger specific rules. Important: custom parameters beyond adv5 cannot be used as macros in postbacks (i.e., {adv6} will not work as a macro).
- How to Setup: Simply append the parameter to your postback URL and manually enter that exact variable name in the Variables tab of your Custom Revenue & Payout settings.
Parameters and Macros Supported By Everflow
➤ PP: Partner Postback
➤ AP: Advertiser Postback
➤ PTL: Partner Tracking Link
➤ ** Requires a Global Setting to be enabled (see footnote below table)
| PARAMETER | MACRO | DEFINITION | USE IN |
|---|---|---|---|
| adv1 |
{adv1}
|
Pass additional datapoints to Everflow. (Note: For Custom Payout rules, you can also pass custom parameters beyond adv5, such as adv6, by defining them manually in the Payout UI. However, custom params like adv6 cannot be used as macros in postbacks — i.e., {adv6} will not work — and will not appear in standard reporting.)
** To allow partners to receive/view in PP, go to Control Center > Configuration > Global Settings, "Enable public visibility of Adv parameters for Partners"
|
AP PP ** |
| adv2 |
{adv2}
|
Pass additional datapoints to Everflow.
** To allow partners to receive/view in PP, go to Control Center > Configuration > Global Settings, "Enable public visibility of Adv parameters for Partners"
|
AP PP ** |
| adv3 |
{adv3}
|
Pass additional datapoints to Everflow.
** To allow partners to receive/view in PP, go to Control Center > Configuration > Global Settings, "Enable public visibility of Adv parameters for Partners"
|
AP PP ** |
| adv4 |
{adv4}
|
Pass additional datapoints to Everflow.
** To allow partners to receive/view in PP, go to Control Center > Configuration > Global Settings, "Enable public visibility of Adv parameters for Partners"
|
AP PP ** |
| adv5 |
{adv5}
|
Pass additional datapoints to Everflow.
** To allow partners to receive/view in PP, go to Control Center > Configuration > Global Settings, "Enable public visibility of Adv parameters for Partners"
|
AP PP ** |
| adv_event_id |
{adv_event_id}
|
Advertiser Event Id from Everflow. Available in Advertiser Postback only — does not work in Partner Postback. | AP |
| advertiser_id |
{advertiser_id}
|
ID of an Advertiser on the Network | DLP |
| advertiser_name |
{advertiser_name}
|
Name of an Advertiser on the Network | DLP |
| affiliate_encoded_id |
{affiliate_encoded_id}
|
Encoded version of the affiliate_id | DLP |
| affiliate_id |
{affiliate_id}
|
ID of a Partner on the Network | DLP |
| affiliate_name |
{affiliate_name}
|
Name of a Partner on the Network | DLP |
| amount |
{amount}
|
Revenue received from an Advertiser via Advertiser Postback for a Conversion or Event. Used for RPS.
Note: {amount} is only available in Advertiser Postback. To pass the sale amount in Partner Postback, use {sale_amount} instead.
|
AP |
| android_id |
{android_id}
|
Unique ID for Android devices
Must be passed by affiliate
|
PTL |
| android_id_md5 |
{android_id_md5}
|
MD5 hashed value of the android_id | PTL |
| android_id_sha1 |
{android_id_sha1}
|
SHA1 hashed value of the android_id | PTL |
| app_id |
{app_id}
|
This parameter is used to identify the application when an MMP fires a postback to Everflow. It can be used as custom parameter for a web (non-app) campaign. | AP |
| category |
{category}
|
Category as defined in Everflow | DLP |
| creative_id |
{creative_id}
|
ID of the creative associated with the Click | PTL |
| creative_name |
{creative_name}
|
Name of the creative associated with the Click | DLP |
| currency |
{currency}
|
Advertisers may fire conversions to Everflow in any currency. By using ¤cy=CURRENCY in the Conversion Postback/Pixel, Everflow will convert the amount. | AP |
| datetime |
{datetime}
|
Date and time of an event formatted as YYYY-MM-DD HH:MM:SS (UTC) | DLP |
| device_brand |
{device_brand}
|
Mobile device manufacturer name (i.e. Apple or Samsung) | DLP |
| device_browser |
{device_browser}
|
Device browser name (i.e. Chrome or Safari) | DLP |
| device_language |
{device_language}
|
Two-letter code ISO 639-1 for the device language | DLP |
| device_model |
{device_model}
|
Mobile device model name (i.e. iPhone 6) | DLP |
| device_os_version |
{device_os_version}
|
Device operating system version (i.e. 10.1) | DLP |
| device_platform |
{device_platform}
|
Device operating system platform (i.e. iOS, Android, Blackberry) | DLP |
| device_type |
{device_type}
|
Device type (i.e. Mobile, Tablet, PC) | DLP |
| discount |
{discount}
|
*For Shopify integrations; coupon code | DLP |
|
{email}
|
User's email address to pass in Advertiser Postback (required for Email Address Attribution) | AP | |
| event_id |
{event_id}
|
Event Id from Everflow to pass in Partner Postback | PP AP |
| event_name |
{event_name}
|
Event Name from Everflow to pass in Partner Postback | PP AP |
| fbclid |
{fbclid}
|
Click ID from the Facebook media buying platform
With Direct Linking, the EF.click script automatically tracks the fbclid when it is in the URL. Without Direct Linking, the Partner can append to their affiliate tracking link: &fbclid={fbclid}
|
PTL |
| firstname |
{firstname}
|
Used to pre-populate field | DLP |
| gclid |
{gclid}
|
Click ID from the Google Ads media buying platform | PTL |
| geo_country_code |
{geo_country_code}
|
Two letters country code (ISO 3166-1 alpha-2) | DLP |
| geo_country_name |
{geo_country_name}
|
Country name | DLP |
| geo_proxy |
{geo_proxy}
|
0 = click is not from a proxy, 1 = click is from a known proxy. | DLP |
| geo_region_code |
{geo_region_code}
|
Two characters region code | DLP |
| geo_region_name |
{geo_region_name}
|
Region name | DLP |
| google_aid |
{google_aid}
|
Google Advertiser ID
idfa / google_aid are only considered at the click or view-through level and are not passed in postback (use adv variables)
|
DLP PTL |
| idfa |
{idfa}
|
Apple's Identifier for Advertisers for iOS 6+. Needs to be of the format 8-4-4-4-12
idfa / google_aid are only considered at the click or view-through level and are not passed in postback (use adv variables)
|
DLP PTL |
| idfa_md5 |
{idfa_md5}
|
MD5 hashed value of the IDFA
idfa / google_aid are only considered at the click or view-through level and are not passed in postback (use adv variables)
|
DLP PTL |
| idfa_sha1 |
{idfa_sha1}
|
SHA1 hashed value of the IDFA
idfa / google_aid are only considered at the click or view-through level and are not passed in postback (use adv variables)
|
DLP PTL |
| impression_tracking_id |
{impression_tracking_id}
|
Unique ID associated with an impression. Only valid with cookie-based tracking. | DLP |
| lastname |
{lastname}
|
Used to pre-populate field | DLP |
| mac_address |
{mac_address}
|
ID associated with the wifi or ethernet interface adapter of a device | DLP |
| mac_address_md5 |
{mac_address_md5}
|
MD5 hashed value of the mac_address | DLP |
| mac_address_sha1 |
{mac_address_sha1}
|
SHA1 hashed value of the mac_address | DLP |
| offer_currency |
{offer_currency}
|
Currency of an Offer (i.e. USD, GBP, EUR) | DLP PP |
| offer_id |
{offer_id}
|
ID of an Offer on the network | DLP |
| offer_name |
{offer_name}
|
Name of an Offer on the network | DLP |
| offer_project_id |
{offer_project_id}
|
ID of an Offer project | DLP |
| order_id |
{order_id}
|
ID received via Advertiser Postback for a Conversion or Event. Automatically appended with shopping cart integrations. | AP |
| payout_amount |
{payout_amount}
|
Amount paid out to a Partner for a Conversion or Event. Passed in Offer Currency. | PP |
| random |
{random}
|
Random value from 100,000,000 to 999,999,999 | AP |
| revenue_amount |
{revenue_amount}
|
Pass the default base revenue amount to the Advertiser via the Offer Default Landing Page. Not applicable to Custom Settings. | DLP |
| sale_amount |
{sale_amount}
|
Pass the Sale amount associated with the order. This is the macro to use in Partner Postback for the sale/revenue amount (not {amount}).
** To allow partners to receive/view sale amount, go to Control Center > Configuration > Global Settings and "Expose Sale Amount to Partner"
|
PP ** |
| session_ip |
{session_ip}
|
IP address of the user | DLP |
| source_id / affiliate_source_id |
{source_id}
{affiliate_source_id}
|
ID of a Partner's source | PTL PP |
| sub1 |
{sub1}
|
Sub ID 1 in the Partner tracking URL. Commonly used for the partner's click ID. | PTL PP |
| sub2 |
{sub2}
|
Sub ID 2 in the Partner tracking URL | PTL PP |
| sub3 |
{sub3}
|
Sub ID 3 in the Partner tracking URL | PTL PP |
| sub4 |
{sub4}
|
Sub ID 4 in the Partner tracking URL | PTL PP |
| sub5 |
{sub5}
|
Sub ID 5 in the Partner tracking URL | PTL PP |
| timestamp |
{timestamp}
|
UNIX timestamp of an event (UTC). This will override the Everflow timestamp when used in the Advertiser Postback. | AP |
| transaction_id |
{transaction_id}
|
Unique ID associated to the transaction which serves as the "click ID," generated by Everflow. | DLP |
| unique_click |
{unique_click}
|
Identifies whether the Click is unique or duplicate (based on your session identifier). Responses: 1 = unique. 0 = duplicate | DLP |
| user_agent |
{user_agent}
|
User-agent string of the device | DLP AP |
| user_id |
{user_id}
|
Partner specific unique user ID associated with a user | AP |
| user_ip |
{conversion_ip}
|
The user_ip parameter is used to pass the IP of the user from an Advertiser, to be recorded in the Conversion IP field. In the absence of the user IP, the conversion IP recorded would be the IP of the server which fired the postback. | AP |
** Requires a Global Setting to be enabled:
• adv1–adv5 in PP: Control Center > Configuration > Global Settings > "Enable public visibility of Adv parameters for Partners"
• sale_amount in PP: Control Center > Configuration > Global Settings > "Expose Sale Amount to Partner"
• adv1–adv5 in PP: Control Center > Configuration > Global Settings > "Enable public visibility of Adv parameters for Partners"
• sale_amount in PP: Control Center > Configuration > Global Settings > "Expose Sale Amount to Partner"
PTL Parameters in Partner Postback: Any parameter from the Partner Tracking Link (PTL) can be returned in its macro form in the Partner Postback. For example,
sub1 passed during the click can be retrieved using {sub1} in the postback and will appear in click reporting. Free-form PTL parameters (any custom parameter name like any_param) also work as macros using {any_param}, but do not appear in standard reporting.
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