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Macros and tracking links overview
Tracking links are URLs designed to monitor and measure campaign performance. You can add specific macros to a tracking link to capture and analyze campaign-specific information, creative identifiers, device identifiers, and more. This information helps provide valuable insights into performance and engagement, targeting details, and overall user behavior.
Macro process example
Macros serve as command placeholders within a tracking link. These placeholders allow for the insertion or relevant data points like ad interactions, user devices, campaign details, and more.
Consider an example where an advertiser runs a mobile ad campaign with the following details:
Campaign Name: Summer Sale 2025
Creative ID: 123456
Device ID: ABCDEF
The advertiser adds three macros in the tracking links: {IAA_CAMPAIGN}, {IAA_CREATIVE_ID}, and {IAA_DEVICE_ID}. Refer to the table below to reference how the respective macros would be populated with the relevant campaign details.
Macro | Populated macro |
{IAA_CAMPAIGN} | Summer Sale 2025 |
{IAA_CREATIVE_ID} | 123456 |
{IAA_DEVICE_ID} | ABCDEF |
In this example, the tracking link included the {IAA_CAMPAIGN} macro and was clicked by a user on a device with the ABCDEF Device ID. The macro was replaced with the actual campaign name, resulting in a personalized tracking link similar to the one shown below:
Supported macros
Experiment with these macros to customize your tracking links and gain valuable insights into campaign engagement, targeting details, and user behavior.
Supported macros | Macro descriptions |
{BIDDER_CREATIVE_CLICK_URL} | The Click URL of the bidder’s creative. |
{IAA_AD_PLATFORM} | The ad platform being used. |
{IAA_ADVERTISER_ID} | The advertiser’s unique identifier. |
{IAA_APP_BUNDLE_ID} | The mobile app’s bundle ID. |
{IAA_APP_ID} | The mobile app’s unique identifier. |
{IAA_APP_NAME} | The mobile app’s name. |
{IAA_BID_PRICE} | The impression’s bid price. |
{IAA_CACHE_BUSTER} | The cache-busting value that ensures a fresh call to the ad server each time the tag is called. |
{IAA_CAMP_BID} | The campaign’s bid value. |
{IAA_CAMP_TYPE} | The campaign’s creative type (e.g., Video, Display). |
{IAA_CAMPAIGN_ID} | The campaign’s unique identifier. |
{IAA_CAMPAIGN} | The campaign’s name or description. |
{IAA_CARRIER_NAME} | The mobile carrier’s name. |
{IAA_CLICK_URL} | The Click URL that’s used for tracking purposes (e.g., “https://iqm.com”). |
{IAA_CONTENT_LENGTH} | The content’s length. |
{IAA_CONVERSION_ID} | The unique identifier for conversions. |
{IAA_COUNTRY_CODE} | The country code associated with the user’s location. |
{IAA_CREATIVE_ID} | The creative’s unique identifier. |
{IAA_CREATIVE_SIZE} | The creative’s dimensions. |
{IAA_DEVICE_ID} | The user’s device’s unique identifier. |
{IAA_DEVICE_LAT} | The latitude of the user’s device’s location. |
{IAA_DEVICE_LON} | The longitude of the user’s device’s location. |
{IAA_DEVICE_OS_NAME} | The user’s device’s operating system. |
{IAA_DEVICE_PLATFORM_ID} | The user’s device’s platform ID. |
{IAA_DEVICE_UA} | The user’s device’s User-Agent string. |
{IAA_EXCH_REQ_ID} | The exchange-specific request identifier. |
{IAA_EXCHANGE_NAME} | The exchange’s name. |
{IAA_GEO_REGION} | The geographic region of the user’s location. |
{IAA_GOTV_MAP_URL} | The URL for the map that relates to the user’s location. |
{IAA_GPS_LAT} | The GSP latitude of the user’s device’s location. |
{IAA_GPS_LON} | The GPS longitude of the user’s device’s location. |
{IAA_GPS_SOURCE_LAT} | The source latitude of the user’s device’s location. |
{IAA_GPS_SOURCE_LON} | The source longitude of the user’s device’s location. |
{IAA_IMPRESSION_ID} | The impressions’ unique identifier. |
{IAA_ISP_CELLULAR} | The indication of whether the ISP is cellular. |
{IAA_LOCATION_RADIUS} | The user’s location’s radius. |
{IAA_MANUFACTURER_NAME} | The device manufacturer’s name. |
{IAA_MAP_API_KEY} | The API key for mapping services. |
{IAA_MODEL_NAME} | The name of the device’s model. |
{IAA_MRAID_VERSION} | The version of the Mobile Rich Media Ad Interface Definitions (MRAID). |
{IAA_OS_CLASS} | The classification of the device’s operating system. |
{IAA_PAGE_URL} | The URL of the page where the ad is displayed. |
{IAA_PUBLISHER_ID} | The publisher’s unique identifier. |
{IAA_SELLER_ID} | The seller’s unique identifier. |
{IAA_SITE_ID} | The site’s unique identifier. |
{IAA_SITE_PLATFORM} | The site’s platform. |
{IAA_SSAI_INTEGRATION} | The indication of whether an Server-Side Ad Insertion (SSAI) is used. |
{IAA_STATE_NAME} | The state or province’s name. |
{IAA_SUPPLY_TYPE} | The type of supply (e.g., app, site). |
{IAA_TICKER_URL} | The URL for ticker-related information. |
{IAA_TIMESTAMP} | The event’s timestamp. |
{IAA_TRACKING_CLICK_URL_ESC} | The tracking Click URL’s escaped, encoded version. This macro should be used for third-party click trackers. |
{IAA_TRACKING_CLICK_URL} | The tracking Click URL for measurement purposes. This macro should be used for third-party click trackers. |
{IAA_UNIX_TIMESTAMP} | The event’s unix timestamp. |
{IAA_USER_ID} | The user’s unique identifier. |
{IAA_USER_IP} | The user’s IP address. |
{IAA_WIN_URL} | The URL for winning impressions. |
{US_PRIVACY} | A placeholder for privacy-related information, which is specific to US privacy regulations. |
Locate additional tracking link resources