Understanding Measurement URLs & Postback URLs

In TUNE Partner Center, you set up URLs (and URL templates) for your advertisers to use in Attribution Analytics. Through a wide variety of optional parameters and macros in those URLs, you can add depth to reporting and even improve attribution accuracy.

Links to reference tables in the Attribution Analytics documentation are listed in Additional Resources below.

This article is part of our Background & Setup series.

Measurement URLs

When a user views or clicks a measurement URL, Attribution Analytics initiates a measurement session and redirects them to the app store. This is primarily how you as a partner drive traffic to the advertiser.

Measurement URLs are made up of a number of parts, including the base domain URL, parameters, and values associated with those parameters:

On click, parameters and their associated values are passed to Attribution Analytics. Although some parameters are required for attribution (like action and publisher_id), many others are optional.

For example, it’s optional—but highly recommended for accuracy—to include a parameter for unique device identifiers like the iOS IFA in your measurement URLs:

http://12345.api-01.com/serve?action=click&publisher_id=123&site_id=456&ios_ifa=VALUE

In this example, Attribution Analytics stores an ios_ifa value of “VALUE” in the measurement session on click. You can later compare that value against the ios_ifa value returned by the postback URL on conversion.

Note: You can use external macros as values in a measurement URL template. The system associated with those macros is responsible for converting them into non-placeholder values.

Postback URLs

When a user converts, Attribution Analytics determines which partner is responsible for the conversion. Attribution Analytics then uses the postback URL to notify that partner and communicate additional information about the conversion.

Postback URLs follow formatting prescribed by the partner. Different partners use different measurement engines, and the exact structure of a postback URL varies widely. Attribution Analytics accommodates various postback URL structures by dynamically inserting requested values.

Prior to sending the conversion notification, Attribution Analytics looks for and replaces specific placeholder values—called macros—in the postback URL with session information. In Attribution Analytics, macros are always enclosed in curly brackets ({}):

Each Attribution Analytics-supported macro in the postback URL is replaced with corresponding data from the measurement session (if data is available). As an example, here’s a postback URL that contains macros corresponding to a third party reference ID and a Google Advertising ID:

http://partnerabc.go2cloud.org/aff_lsr?clickid={publisher_ref_id}&gid={google_aid}

On conversion, Attribution Analytics retrieves the stored values for each macro from the measurement session. In this example, let’s say those values are “REFERENCEID” and “GOOGLEAID”. Those values are then inserted into the postback URL when sending the postback notification, resulting in a postback that looks something like this:

http://partnerabc.go2cloud.org/aff_lsr?clickid=REFERENCEID&gid=GOOGLEAID

In many cases, Attribution Analytics only returns a value via postback URL if it was first passed in the measurement URL. As a general rule, any value only collected on click, on impression, or from another measurement engine like HasOffers must be passed in the measurement URL.

Note: If a value is collected on both click and conversion, then Attribution Analytics returns the one collected from the measurement URL.

Table of Unique Device Identifiers

As mentioned above, some postback URL macros require information from the measurement URL. Although unique device identifier parameters are not required, we highly recommend using them whenever possible to improve attribution accuracy.

You can use the tables below to determine which parameter to use in the measurement URL when using a specific postback URL macro:

Postback URL Macro Description Click / Impression Parameter
{android_id} or {os_id} Raw Android ID or Windows Hardware ID android_id or os_id
{android_id_md5} Android ID or Windows Hardware ID MD5 hash android_id_md5 or os_id_md5
{android_id_sha1} Android ID or Windows Hardware ID SHA1 hash android_id_sha1 or os_id_sha1
{device_id} EMEI, only available for Android devices device_id
{device_id_md5} MD5 Hash of device ID device_id_md5
{device_id_sha1} SHA1 Hash of the device ID device_id_sha1
{device_id_sha256} SHA256 Hash of the device ID device_id_sha256
{google_aid} Google Advertising ID google_aid
{google_aid_md5} Google Advertising ID MD5 hash google_aid_md5
{google_aid_sha1} Google Advertising ID SHA1 hash google_aid_sha1
{ios_ifa} or {ios_ifa_lower} Raw iOS IFA ios_ifa
{ios_ifa_md5} or {ios_ifa_md5_lower} MD5 Hash of the IFA ios_ifa_md5
{ios_ifa_sha1} or {ios_ifa_sha1_lower} SHA1 Hash of the IFA ios_ifa_sha1
{platform_aid} Generic advertising ID, like Amazon’s Fire Advertising ID platform_aid
{user_id} Custom ID assigned to user by the app (used primarily for re-engagement campaigns) user_id
{unid} Catch-all for unknown mobile device identifiers unid
{windows_aid} Windows Advertising ID windows_aid

Table of Campaign Optimization Sub Parameters

Using a postback URL macro from the table below requires you to first pass information to Attribution Analytics via the measurement URL:

Postback URL Macro Description Click / Impression Parameter
{sub_publisher_ref} ID of your publisher sub_publisher_ref
{sub_publisher_name} Name of your publisher sub_publisher_name
{sub_site_ref} ID of your site or mobile app sub_site_ref
{sub_site_name} Name of your site or mobile app sub_site_name
{sub_campaign_ref} ID of the campaign in your platform sub_campaign_ref
{sub_campaign_name} Name of the campaign in your platform sub_campaign_name
{sub_adgroup} Name or ID of the adgroup in your platform sub_adgroup
{sub_ad} Name or ID of the ad in your platform sub_ad
{sub_keyword} Name or ID of the keyword sub_keyword

Table of Additional Parameters for Reconciliation

Using a postback URL macro from the table below requires you to first pass information to Attribution Analytics via the measurement URL:

Postback URL Macro Description Click / Impression Parameter
{publisher_ref_id} Typically used to tie a click/impression to an install. Also known as a publisher transaction ID, click ID, ad ID, or tracking ID. ref_id
{publisher_sub1} Custom parameter for partners. Sub1-5 values are only available in log reports. sub1
{publisher_sub2} Custom parameter for partners. Sub1-5 values are only available in log reports. sub2
{publisher_sub3} Custom parameter for partners. Sub1-5 values are only available in log reports. sub3
{publisher_sub4} Custom parameter for partners. Sub1-5 values are only available in log reports. sub4
{publisher_sub5} Custom parameter for partners. Sub1-5 values are only available in log reports. sub5

Additional Resources

For a list of all supported parameters or macros, see the corresponding reference pages in the Attribution Analytics documentation:

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