Advanced macro glossary

AdButler also supports a wide variety of macros that are often useful for passing targeting information on to ad networks and RTB integrations.

Macro: used internally in AdButler when implementing tags, either in the Custom HTM / 3rd party script body, or Destination URLs / Tracking URLs.

Parameter:These are used by passing them to an AdButler request, either through the requesting URL directly, or via Async tags custom field.


Advertising ID: Device's Advertising ID

Macro Parameter Example
[ADVERTISING_ID] [ADVERTISING_ID_ENCODED] aduid Example: 96bd03b6-defc-4203-83d3-dc1c730801f7

Do Not Track: Flag indicated whether the user's data should be tracked or not (1 = enabled, 0 = disabled)

[DO_NOT_TRACK] dnt Example: 0

Latitude: Device's current latitude

[LATITUDE] lat Example: 48.424497


Longitude: Device's current longitude

[LONGITUDE] long Example: -123.369506


Application Bundle / Package Name: Application's package or bundle name name (depending on the device/OS)

[APP_PACKAGE_NAME] [APP_PACKAGE_NAME_ENCODED] [APP_BUNDLE_NAME] [APP_BUNDLE_NAME_ENCODED] appcode Example: com.package.mypackage


Application Name: Application's package or bundle name name (depending on the device/OS)

[APP_NAME] [APP_NAME_ENCODED] appname Example: Google Play Music


Operating System: Name of device operating system

[OS_NAME] [OS_NAME_ENCODED] os Example: Android


Operating System Version: Version number of device operating system

[OS_VERSION] [OS_VERSION_ENCODED] osv Example: 7.0.0


Device Make: Manufacturer of the device

[DEVICE_MAKE] [DEVICE_MAKE_ENCODED] dvmake Example: Samsung


Device Model: Model number of the device

[DEVICE_MODEL] [DEVICE_MODEL_ENCODED] dvmodel Example: SM-A520W


Device Type: Type of device (if applicable)

[DEVICE_TYPE] [DEVICE_TYPE_ENCODED] dvtype Example: phone/tablet


Language: User's language setting

[LANGUAGE] [LANGUAGE_ENCODED] lang Example: en_CA


Device Screen Width: Width of device's screen (absolute, in pixels)

[SCREEN_WIDTH] sw Example: 360


Device Screen Height: Height of device's screen (absolute, in pixels)

[SCREEN_HEIGHT] sh Example: 640


Device Screen Density: Pixel density of device's screen

[SCREEN_DENSITY] spr Example: 3


Connection Type: Connection type (one of WIFI, 2G, 3G, 4G)

[NETWORK_TYPE] network Example: WIFI


Carrier Code: Code of the device's SIM's operator

[CARRIER_CODE] carriercode Example: 412 20


Carrier Name: Name of the device's SIM's operator

[CARRIER_NAME] [CARRIER_NAME_ENCODED] carrier Example: Bell Networks


Carrier Country: Country code of the device's SIM's operator

[CARRIER_COUNTRY] [CARRIER_COUNTRY_ENCODED] carriercountry Example: CA


COPPA Compliance: Flag indicating if the app is COPPA compliant

[COPPA_COMPLIANT] coppa Example: 1


User Age: The user's age (in years)

[USER_AGE] age Example: 24


User Gender: The user's gender (male or female)

[USER_GENDER] gender Example: female


User Year of Birth: The user's year of birth

[USER_YEAR_OF_BIRTH] yob Example: 1993


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