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OMNI DSP Resources

Tracking Macros

The following macros can be used in destination click URLs, JS/Iframe tags or impression tracker.


Passes the unique ID # of the ad for the impression.


Passes a numeric ID (for Apple) or bundle name (for Google) specific to the mobile app responsible for generating the impression. Example values: “383763″ (Apple) or “” (Google) (mobile only)


Passes a string that outputs the origin or type of application responsible for the impression. Example value: “” (Apple) or “” (Google) (mobile only)


Passes name of app that the ad is being served on

(e.g.”Tank Recon 3D (Lite)”)


Passes version of app that the ad is being served on


Passes the site ID of the publisher (e.g. 30_692ff3dff09f)


Passes the name of the exchange for the impression/click.


When used in a destination click URL or impression tracker URL, it passes Referrer URL where ad is viewed.



When used in a destination click URL or impression tracker URL, it passes only the domain name.

(e.g. “”)


Passes the unique ID # of the campaign for the impression/click.


Passes the unique ID # of the Banner for the impression/click.


Passes the unique ID # of the ad size for the impression/click.


Width of the ad unit as a string ad. (e.g. “320”)


Height of the ad unit as a string ad. (e.g. “50”)


Passes the IP address of the user


Passes the name of the mobile carrier for the impression/click.


Passes the country of visitor (ISO 3166-1 alpha-2 codes: AU, CA, US, CN


Passes the Device operating system


Passes the Device user agent


Passes the Latitude


Passes the Longitude


Passes the name of the Device make (e.g., “Apple”)


Passes the name of the Device model (e.g., “iPhone”)


Unhashed mobile advertising identifier (IFA) – specifically, Google Advertising ID or iOS IDFA, when available. (mobile only)


Unhashed IDFA, when available. (mobile only)


Unhashed Google Advertising ID, when available. (mobile only)


Inserts click tracking link.


Passes a unique identifier representing the current click/impression, further used for tracking conversions.


Passes a random number “Cache Buster”.


Passes mime types.

Conversion Tracking

What Is It?

Conversion pixels allow you to track the success of your campaign by reporting back an action that the user has completed on your website/app after arriving through an advertisement. Once conversion pixels are placed, you will be able to see how many conversions are generated from each site, placement, banner, etc. Conversion pixels can be used to track actions such as:

  • The user makes a purchase.
  • User signs up for your site.
  • User submits their e-mail address.
  • User arrives at your “goal page”.
  • Any other event or action on your website/app.


How It Works

A conversion pixel is a short line of code that you will place on your conversion page (“Thank You” page). We generate a unique transaction id value when your ad is clicked by a user. This transaction id value can be passed through to your campaign URL by using [adx_txn_id] macro, we need you to store and send back the information that we called ‘adx_txn_id’.

At a later point in time, when the user arrives at your thank you page and loads the conversion pixel our server uses the transaction id which was passed via your landing page URL and saved at your end and passed to the conversion pixel replacing the macro [adx_txn_id] to record conversion against the impression.

You will then know which placement on which domain generated the conversion, and which specific creative the user clicked on. This information will be available in your campaign statistics.

To do this:

Enter the landing page link that you use for the ad in the Click URL. Add the parameter for our adx_txn_id at the end of the URL.
[adx_txn_id] is a required id for us to track the conversion.
The Click URL setup should look like:[adx_txn_id]

You can define the name of the variables according to your tracking system. For example, define [adx_txn_id] as qs=, or subid= or v1=. This depends on your tracking system.

After clicking on one of your ads, users are redirected to your web property and will hopefully move through your funnel to complete the desired action. This action could include making a purchase, filling out a form, submitting email information, or some other event. In any of these cases, the successful action is referred to as a conversion. Conversion pixels are used to count the number of users that completed an action and attribute that conversion information back to the campaign.

Place the below pixel on your website’s conversion page, before the closing body tag.
<img src=”[adx_txn_id]” border=”0″>

Once you have updated your website with the conversion pixel, users that arrive at this page by clicking your ad in the future will be counted as conversions.

Example of an actual Pixel (transaction id replaced with a unique id)
<img src=”” border=”0″>