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A URL macro is a placeholder for a visit or event value. Use macros to pass a click ID to an offer, show ad data on a page or send a conversion to a traffic source.

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Know who replaces each value

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Start with attribution and source tokens

These Metricanic macros are the most common in landing and offer URLs: Use the numbered macro even if you named the token. For example, use {token1} for Token 1 named Creative.
The conversion sender must return the click ID received in subid. See Incoming events.

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Pass visitor details

Use the macro picker beside a URL to see the supported values. Landing and offer URLs support visitor fields such as:
Use {lp_key} to protect a landing page. For Direct script, use the generated Traffic URL and tracking script functions to read visit values on your page.

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Add event values to outgoing postbacks

Use these macros in outgoing postbacks: {payout} does not always equal the revenue recorded in reports. For example, incoming payout=100 with Revenue set to Fixed amount = 80 records USD 80 revenue but sends 100 through {payout}. {profit} is the outgoing payout minus event cost. Visit cost is excluded. Follow Outgoing postbacks to set up the receiving URL.

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Send a short token code to a partner

Use {token1:hash} through {token15:hash} when a partner needs a short code for a token value. These macros work in landing, offer and outgoing postback URLs:
The same token value produces the same short code within your workspace. To find a code returned by a partner:
  1. Group a report by that token and click Apply.
  2. Open Columns and enable Token hashes.
  3. Find the code beside the token in Flat, or in Hash on a token row in Drill. Check other pages or narrow the report if needed.
Different values can share a code. Confirm the original token before tagging it or taking another action. Keep {click_id} for conversion attribution.

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Verify the expanded request

Test a campaign arrival, offer click or event and inspect the resulting URL. If a placeholder remains, check its spelling in the macro picker and confirm that the source sent the expected value.