Advertiser Sub IDs

Advertisers can use advertiser sub IDs to pass values from their tracking system to yours on conversion. Advertiser sub IDs are a subset of parameters and macros that don’t correspond to any specific pieces of data. For instance, there isn’t a TUNE parameter specific to e-commerce SKU numbers. To store that type of data from your advertiser, you use advertiser sub IDs.

How Advertiser Sub IDs Work

Advertiser sub IDs are typically used to help you and your advertiser cross-reference conversion data. They can be used to keep track of information like:

  • Order numbers from an e-commerce cart, so the conversion can be directly tracked
  • SKU numbers of a produce ordered, to see trends with multiple products sold
  • User email addresses, in the case of lead generation conversion
  • Session IDs from their tracking system, to validate data across systems

You can receive advertiser sub ID data via the following parameters in the conversion link:

  • adv_sub
  • adv_sub2
  • adv_sub3
  • adv_sub4
  • adv_sub5

On conversion, values for these sub ID parameters are stored in the session and appear in your stats and conversion reports. Once a value is stored, you can provide it to your publisher using the corresponding advertiser sub ID macro in a partner conversion link.

Important: Each advertiser sub ID must be a URL-encoded value up to 500 characters in length. Your conversion link may not work if you use longer or non-encoded sub ID values.

Receiving Advertiser Sub IDs

To add advertiser sub ID parameters to an offer’s conversion link, first, go to the offer’s page. In the Details panel, click Tracking. Then in the Sub ID section, click the Click here link.sub_id_click_hereFor postback conversions, clicking the link appends &adv_sub=SUB_ID to the postback URL:

Notice that the values for transaction ID and sub ID are written in all caps. This is so your advertiser can tell at a glance what values they need to insert when they start working with the link.

For pixel-based conversions, clicking the link similarly appends &adv_sub=SUB_ID to the pixel URL:

<!-- Offer Conversion: Example Offer -->
<iframe src="" scrolling="no" frameborder="0" width="1" height="1"></iframe>
<!-- // End Offer Conversion -->

Forwarding Sub IDs to Partner Conversion Links

You or your advertiser may want to forward advertiser sub ID values on to the partner conversion link. To set this up, go to Partner > Conversion Pixels / URLs. From there, click Add Conversion Pixel/URL. Then select the Offer, Partner, and the Goal (if any) that the partner pixel/URL is using.

Type or paste the partner conversion link you receive from your publisher in the Conversion Pixel / URL field and insert the {adv_sub} macro in the appropriate parameter. For example, your publisher may want to accept the {adv_sub} macro in their “ordernum” parameter. The partner conversion link after inserting the macro would then look something like this:{adv_sub}

Viewing Sub IDs in Reports

Advertiser sub ID values are visible in the conversion report for networks and advertisers. In the Data section, select one or more of Advertiser Sub ID 1 through Advertiser Sub ID 5 to see them when you run the report:


adv_sub_id_report_resultsBy default, advertiser sub ID values are invisible to your publishers. This is to protect advertisers who may want to share sensitive information with networks but not publishers. However, you can change this setting if necessary.

To allow publishers to see an advertiser’s sub ID values in the publisher interface, first go to Advertisers > Manage Advertisers and select the advertiser’s name. Then in the Account Information panel, you can change the Display Advertiser Sub IDs to Partner setting: