Click and Impression URLs

Once the tracking link is created, you will see the view page:

Note the Click and Impression URLs:

  • Click URL is used to calculate the number of clicks on your ad and perform post click attribution.
  • Direct Click URL (available only for web applications) can be used instead of the Click URL when partner does not allow redirects (links like
  • Impression URL is used to calculate the number of ad impressions and perform post view attribution.

If you hover your mouse over links, the Copy URL buttons will appear

When you are launching a campaign, your next step normally would be to copy the required link and share it with your partner (through your manager or using your partner's web interface). In most cases, you need not know anything about the link structure: just copy the entire link and share it with your partner. However, knowing a little bit more may be helpful sometimes. A detailed description of links structure and sources of their parameters is provided below.

URLs: under the bonnet

Any click URL consists of three components:

1. Link domain

Link domains for Click and Impression URLs are very similar:с/ and They only differ by one character: /c/ (clicks) or /i/ (impressions).

Domain for Direct Click URL is a direct link to the site, for example (the direct link available only for web applications)

2. Link identifier

The domain is followed by a link identifier formatted as a12345. This identifier is used for attribution, for associating the ad with a new user.

The Direct Click URL identifier is passed through the mt_link_id=a12345 parameter (the direct link available only for web applications)

3. Parameters

You can pass campaign and user data using URL parameters. Insert a question mark between the link identifier and its set of parameters to make the link work. For example,{sub1}&mt_sub2={sub2}.

URL parameters

The URL parameters look like this: mt_gaid={mt_gaid}.
Where mt_gaid — is parameter's name, and {mt_gaid} is a macro. When displaying an ad to users, your partner will have to replace the macro with a value. Different partners may have different macros for the same parameters. Parameters are separated with an &.

To add parameters in tracking links, you can use the following ways:

  • SubID parameters can be added on the partner page on the Macros tab. The name of the parameter should match the name of the macro in MyTracker: mt_sub1, mt_sub2, mt_sub3, mt_sub4, mt_sub5, mt_network, mt_campaign, mt_adset, or mt_creative.
  • Postback parameters can be added on the partner page on the Postbacks tab by selecting the type of Parameter from the tracking link.

For integrated partners (indicated by the symbol ), parameters are set by default. If you need to modify it, contact our support team

Some URL parameters are described in detail below. For a complete list of parameters that can be passed in tracking links, refer to Tracking links macros.

Device identifiers

Most links include the following default parameters: mt_gaid (for Android) and mt_idfa (for iOS). These parameters are used for device_id-matchng (an attribution method). They also may be used to process postbacks from your partners.


SubID parameters are used to obtain more granular stats. To the standard hierarchy Campaign → Tracking link you can add more than one SudID, for example, → Ad network → Ad set → and other data on the traffic source. Using SubIDs gives you some advantages:

  • there is no need to start a separate campaign for each traffic source, it's enough to specify details via SubID;
  • detailed stats can be generated for each campaign (there are 9 levels of data detail);
  • the analysis of each level allows you to thoroughly assess the quality of traffic and optimize the campaign by increasing/decreasing the use of individual sources (for example, a specific ad network or an ad set).

MyTracker supports up to 9 SubID entries:

  • mt_network
  • mt_campaign
  • mt_adset
  • mt_creative
  • mt_sub1, mt_sub2, mt_sub3, mt_sub4, mt_sub5

We recommend you using named SubIDs according to their names (for networks, campaigns, ad sets, and creatives), and using numbered SubIDs only if 4 levels of detail are not sufficient.

If your integrated partner supports SubID transmission, the required parameters will be present in your tracking link URLs by default.

When configuring integration with an additional partner (a partner that you have created in MyTracker), you still can insert SubID entries into relevant URLs: all you need to do is to add them, separated by an &, to the end of the link:{mt_gaid}&mt_sub1={sub1}&mt_sub2={sub2}

If your partner has provided you with the list of supported macros (for example, told you that a macro named %%OFFER%% should be used for sub1, and %%BANNER%% should be used for sub2), you can specify them in MyTracker, following the instructions for partner macros. In this case, parameters mt_sub1=%%OFFER%% and mt_sub2=%%BANNER%% will be inserted into your URLs automatically (and you will not have to add them manually).

Postback parameters

Some partners add extra values to tracking links and insist that they be transmitted in postbacks. For instance, if a partner postback contains
then, the tracking link will automatically include clickId={clickId}

You can also configure macros for such parameters. For example, if you configure macros as follows:

then instead of
the tracking link will include:

Supplying parameters to target URLs and deep links

You can pass parameters from your tracking link to the relevant target URL and deep link. For more details, see the section Patterns for target URLs and deep links.

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