Macros list
Every macro you can use in UluMob destination URLs, with aliases, the value each one carries and an example tracker URL.
Macros are placeholders in curly braces that UluMob fills in when a visitor clicks your ad, or when a popunder or domain redirect opens. Use them in the Destination URL of each ad to pass data to your tracker or landing page.
Example
https://tracker.example/c?cid={click_id}&zone={zone_id}&campaign={campaign_id}&geo={geo}&os={os}&cost={cost}&sub={subid}
A visitor from a zone with ID 1042 on Android in Germany might arrive at:
https://tracker.example/c?cid=6f1c2a9e-3b7d-4c55-9a51-0d2e8f4b7c10&zone=1042&campaign=318&geo=DE&os=android&cost=0.000150&sub=src7
All macros
Names in the second column are aliases. They are filled with the same value, so you can use whichever your tracker template expects.
| Macro | Alias | Value |
|---|---|---|
{click_id} |
{tracking}, {cid} |
Unique UluMob click ID (a UUID). The one value you need for postbacks |
{campaign_id} |
{campaignid} |
Your campaign ID |
{campaign_name} |
Your campaign name | |
{ad_id} |
{adid} |
Ad ID |
{zone_id} |
{spaceid} |
Zone (placement) ID |
{publisher_id} |
{pid} |
Publisher account ID |
{domain} |
Domain of the site the ad ran on | |
{cost} |
{paid} |
What this click or open cost you, in USD |
{geo} |
{country} |
Country, two-letter ISO code |
{region_name} |
Region | |
{city_name} |
City | |
{os} |
{os_name} |
Operating system family |
{device} |
{device_type} |
desktop, mobile, tablet or other |
{browser} |
Browser family | |
{lang} |
Browser language | |
{carrier} |
Mobile carrier | |
{ispid} |
ISP | |
{connection_type} |
Connection type | |
{subid} |
The publisher's traffic source ID | |
{sid1} to {sid10} |
Extra sub-IDs set by the publisher | |
{uvid} |
UluMob visitor ID | |
{timestamp} |
Unix time of the click | |
{bansize} |
Size of the banner placement, such as 300x250 |
|
{website_id} |
ID of the site the ad ran on | |
{format} |
Ad format, such as popunder, push or banner |
|
{category} |
The site's first category, such as news |
|
{bid} |
The price the winning bid paid, in USD in your pricing unit (CPM: per 1,000 impressions) | |
{os_version} |
Operating system version, such as 14 for Android 14 |
|
{browser_version} |
Browser major version, such as 126 |
|
{device_model} |
Device model when the browser tells it, such as SM-S918B |
Notes on specific macros
{click_id} is different for every click or open. Store it in your tracker and send it back in the postback. See Postback setup.
{cost} depends on the pricing model:
- Popunder and domain redirect: the cost of the open, including the Smart CPM price.
- CPC campaigns: the cost of the click.
- Other cases, such as a click on a CPM banner:
0, because the cost was paid at the impression.
{carrier}, {ispid} and {connection_type} are not detected on every visit and may be empty.
{category}, {os_version}, {browser_version} and {device_model} are empty when the site has no category or the browser does not tell its version or model.
{bansize} is filled for banner placements and empty for other formats.
{subid} and {sid1} to {sid10} are set by the publisher on their ad tag. They are useful for finding and blocking weak sources. See Source lists and blocking.
How values are inserted
- Every value is URL-encoded before it is inserted, so spaces and special characters are safe in a query string.
- Macro names are case-sensitive and must be written in lower case as shown.
- An unknown macro is left in the URL unchanged. If you see a literal
{something}arrive at your tracker, check the spelling. - Macros are filled in the destination URL only. They are not filled in the VAST tag URL or the third-party impression pixel.
Validation
The destination URL must be a valid http or https URL once macros are taken out, up to 2,048 characters. Macro names may use letters, digits and underscores.
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