Complete Guide to Click Parameters and Conversion (Postback) Parameters

In affiliate tracking and attribution systems, parameters are used to capture and pass important information during both click events and conversion events. These parameters help in attribution, reporting, optimization, fraud prevention, and detailed campaign analysis.

This guide covers:

Click Parameters
Conversion (Postback) Parameters
Commonly Used Tracking Fields
Attribution & Revenue Parameters
Device & Geographic Parameters

What are Click Parameters?

Click parameters are values passed when a user clicks on a tracking URL. These parameters help track the source of traffic, campaign details, device information, user attributes, and redirect behavior.

These values are captured during the click event and stored for later attribution.

Click Parameters Reference

Basic Tracking Parameters

Parameter	Description
campaign_id	Unique identifier of the campaign.
offer_id	Unique identifier of the offer.
pub_id	Unique identifier of the publisher.
pub_camp_id	Publisher campaign identifier.
pub_group_id	Publisher group identifier.
pub_imp_id	Publisher impression identifier.
source	Traffic source information.
sub_source	Additional traffic source segmentation.
creative_name	Name of the creative or banner used.
placement	Ad placement information.
erid	External reference identifier used for tracking.

Custom Parameters

Parameter	Description
p1 - p15	Custom parameters used for dynamic tracking data.
tc	Primary tracking code parameter.
tc2	Secondary tracking code parameter.
cd	Custom click data parameter.
ps	Publisher source parameter.
value	Dynamic value passed during the click event.

Redirect & URL Parameters

Parameter	Description
url	Destination or landing page URL.
url_id	Identifier associated with the URL.
callback	Callback/postback URL parameter.
prl	Pre-landing page URL parameter.
random_url	Randomized landing page URL.
random_prl	Randomized pre-landing page URL.
smart_prl	Smart pre-landing page parameter.
lp_unilink	Universal landing page link parameter.
sl	Smart link parameter.
slg	Smart link group identifier.
preview_url	Preview URL used for campaign testing.
redirect_type	Defines the redirect method used.
rurl	Redirect URL parameter.
force_transparent	Forces transparent redirect behavior.

Device & User Parameters

Parameter	Description
gaid	Google Advertising ID for Android devices.
idfa	Apple Identifier for Advertisers (iOS).
android_id	Android device identifier.
app_id	Application identifier.
app_name	Name of the application generating traffic.
user_agent	Browser/device user-agent information.
schua	Browser client hint user-agent parameter.
ipaddr	IP address captured during the click.
msisdn	Mobile subscriber identifier.
demographic	Demographic information related to the user.
pin	PIN or verification-related parameter.

Attribution Parameters

Parameter	Description
fbclid	Facebook Click Identifier.
gclid	Google Click Identifier.
wbraid	Google web attribution identifier.
gbraid	Google app attribution identifier for iOS traffic.
pub_rfid	Publisher reference identifier.

Revenue & Tracking Parameters

Parameter	Description
currency	Currency code associated with tracking.
payout	Payout amount associated with the click.
revenue	Revenue associated with the click.
set_token	Token used for validation or session tracking.
jsc	JavaScript click tracking parameter.
format	Ad or creative format type.

What are Conversion (Postback) Parameters?

Conversion or postback parameters are values passed when a successful conversion or event occurs. These parameters help attribute conversions back to the original click and provide revenue, product, and transaction-related information.

These are generally triggered through server-to-server (S2S) postbacks.

Conversion (Postback) Parameters Reference

Basic Conversion Parameters

Parameter	Description
click_id	Identifier used to match the conversion with the original click.
user_id	Unique identifier of the user generating the conversion.
imp_id	Impression identifier associated with the conversion.
txn_id	Unique transaction identifier.
campaign_id	Campaign identifier associated with the conversion.
goal_id	Identifier of the achieved conversion goal.
goal_value	Value assigned to the conversion goal.
status	Current status of the conversion.
st	Conversion status parameter.
datetime	Date and time of the conversion event.
note	Additional notes related to the conversion.

Security & Validation Parameters

Parameter	Description
security_token	Security token used for request validation.
securityToken	Alternate format of the security token parameter.
allow_edit	Allows editing or modification of the conversion.
cbtest	Callback/postback testing parameter.

Revenue & Financial Parameters

Parameter	Description
currency	Currency associated with the conversion.
payout	Payout amount assigned to the conversion.
revenue	Revenue generated from the conversion.
sale_amount	Total sale amount generated from the transaction.
rate	Commission or payout rate.
sa	Sale amount or sales attribution parameter.
discount	Discount amount applied during the transaction.
coupon_code	Coupon or promo code used during conversion.

Attribution & Device Parameters

Parameter	Description
gaid	Google Advertising ID for Android devices.
idfa	Apple Identifier for Advertisers (iOS).
device_id	Unique device identifier.
deviceId	Alternate format of the device identifier.
gclid	Google Click Identifier.
adid	Advertising identifier parameter.
aff_chain	Affiliate attribution chain parameter.
attributed_touch_type	Attribution type such as click or impression.
afimp	AppsFlyer impression identifier.
click_ua	User-agent captured during the click event.
click_ip	IP address captured during the click event.
os	Operating system of the user device.

Product & Ecommerce Parameters

Parameter	Description
product_id	Unique identifier of the purchased product.
product_sku	SKU code of the product.
product_name	Name of the purchased product.
product_brand	Brand of the product.
product_cat	Product category information.
product_quantity	Quantity of products purchased.
epid	External product identifier.
eprn	External product name parameter.
eprice	External product price parameter.
eqty	External product quantity parameter.
epcat	External product category parameter.
epbrand	External product brand parameter.
brand	Brand associated with the conversion.
store_name	Name of the associated store.
shopify_shop_id	Shopify store identifier.
season	Seasonal campaign or sales identifier.

Geographic Parameters

Parameter	Description
country_code	ISO country code associated with the conversion.
country_id	Internal country identifier.
conversion_geo	Geographic location of the conversion.
city	City associated with the conversion.
region	Region/state associated with the conversion.
lat	Latitude coordinates of the user location.
long	Longitude coordinates of the user location.

Custom Parameters

Parameter	Description
sub1 - sub15	Custom parameters used for additional tracking data.
is_new_user	Indicates whether the converting user is new.
j	Custom/internal tracking parameter.

Difference Between Click Parameters and Conversion Parameters

Click Parameters	Conversion Parameters
Captured during the click event	Captured during the conversion event
Used for attribution setup	Used for conversion confirmation
Focused on traffic and source tracking	Focused on revenue and transaction tracking
Passed through tracking URLs	Passed through postback URLs
Generated before conversion occurs	Triggered after conversion occurs

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