${(name)!}

String

The name of the postback event. The list of event names can be found here.

${(customer_event_alias)!}

String

The alias name of the event provided by the customer; used in addition to the standard Branch names defined in the namefield.

${(organization_id)!}

Fixed64

The ID associated with your organization for which the event occurred; assigned by Branch.

${(organization_name)!}

String

The name of your organization for which the event occurred; provided during account setup.

${(event_timestamp)!}

Fixed64

The UNIX timestamp in milliseconds for the event; set automatically server side.

${(origin)!}

String

Where the attribution was recorded:

• branch
• segment
• mparticle

${(id)!}

String

The ID associated with the event; assigned by Branch.

<#if attributed>    1<#else>    0</#if>

Boolean

Whether or not the event is attributed; 1 (true/yes) OR 0 (false/no)

${(days_from_last_attributed_touch_to_event)!}

Int32

The number of days between the last attributed touch and the event.

${(hours_from_last_attributed_touch_to_event)!}

Int32

The number of hours between the last attributed touch and the event; capped at 24.

${(minutes_from_last_attributed_touch_to_event)!}

Int32

The number of minutes between the last attributed touch and the event; capped at 60.

${(seconds_from_last_attributed_touch_to_event)!}

Int32

The number of seconds between the last attributed touch and event; capped at 60.

${(last_attributed_touch_type)!}

String

The type of the attribution the event was for:

• click
• impression
• impression

${(last_attributed_touch_data.~id)!}

Fixed64

The ID for the last attributed touch (Quick Links only). set automatically server side.

${(last_attributed_touch_data.~campaign)!}

String

The campaign (name) specified for the last attributed touch. can be specified on links by the client, or pre-filled automatically server side in some cases.

${(last_attributed_touch_data.~campaign_id)!}

String

The campaign ID specified for the last attributed touch. set automatically server side.

${(last_attributed_touch_data.~campaign_type)!}

String

The type of Google campaign; Google AAP field. set automatically server side.

${(last_attributed_touch_data.~customer_campaign)!}

String

The customer campaign specified for the last attributed touch. can be specified on links by the client.

${(last_attributed_touch_data.~channel)!}

String

The channel specified for the last attributed touch. can be specified on links by the client, or pre-filled automatically server side in some cases.

${(last_attributed_touch_data.~feature)!}

String

The feature specified for the last attributed touch. can be specified on links by the client, or pre-filled automatically server side in some cases.

${(last_attributed_touch_data.~stage)!}

String

The stage specified for the last attributed touch. can be specified on links by the client, or pre-filled automatically server side in some cases.

${(last_attributed_touch_data.~tags)!}

String

The tags specified for the last attributed touch. can be specified on links by the client, or prefilled automatically server side in some cases.

${(last_attributed_touch_data.~advertising_partner_name)!}

String

The human-readable advertising partner name specified for the last attributed touch. set automatically server side.

${(last_attributed_touch_data.~advertising_partner_id)!}

String

The ID for the advertising partner specified for the last attributed touch. set automatically server side OR specified by the client.

${(last_attributed_touch_data.~secondary_publisher)!}

String

The secondary publisher specified for the last attributed touch. passed by the ad network.

${(last_attributed_touch_data.~secondary_publisher_id)!}

String

The ID of the secondary publisher specified for the last attributed touch. passed by the ad network.

${(last_attributed_touch_data.~customer_secondary_publisher)!}

String

The ID of the secondary publisher specified for the last attributed touch. passed by the ad network.

${(last_attributed_touch_data.~creative_name)!}

String

The creative name specified for the last attributed touch. set automatically server side.

${(last_attributed_touch_data.~creative_id)!}

String

The creative ID specified for the last attributed touch. set automatically server side.

${(last_attributed_touch_data.~ad_set_name)!}

String

The ad set name specified for the last attributed touch. set automatically server side.

${(last_attributed_touch_data.~ad_set_id)!}

String

The ad set ID specified for the last attributed touch. set automatically server side.

${(last_attributed_touch_data.~customer_ad_set_name)!}

String

The customer ad set name specified for the last attributed touch. can be specified on links by the client.

${(last_attributed_touch_data.~ad_name)!}

String

The ad name specified for the last attributed touch. set automatically server side.

${(last_attributed_touch_data.~ad_id)!}

String

The ad ID specified for the last attributed touch. set automatically server side.

${(last_attributed_touch_data.~customer_ad_name)!}

String

The customer ad name specified for the last attributed touch. can be specified on the link by the client.

${(last_attributed_touch_data.~keyword)!}

String

The keyword specified for the last attributed touch. set automatically server side.

${(last_attributed_touch_data.~keyword_id)!}

String

The unique ID for keyword of the last touch as provided by Google.

${(last_attributed_touch_data.~customer_keyword)!}

String

The customer keyword of the last touch. Can be specified on links by the client.

${(last_attributed_touch_data.~branch_ad_format)!}

String

The ad format of the last touch. Ad Format chosen upon Branch link creation and set as an analytics tag. e.g. Search, Display, Product Ad, App only.

${(last_attributed_touch_data.~technology_partner)!}

String

The technology partner of last touch, as set with an analytics tag. Any third party that's used to enhance a campaign (e.g. audiences being provided, creative optimization), with the exception of agencies.

${(last_attributed_touch_data.~banner_dimensions)!}

String

The dimensions of display banner of the last touch, as set with an analytics tag

${(last_attributed_touch_data.~placement)!}

String

The placement of the last touch, as set with an analytics tag. Actual app or website the ad appears on display campaigns.

${(last_attributed_touch_data.~placement_id)!}

String

The ID of placement of the last touch, as set with an analytics tag. Actual app or website the ad appears on display campaigns.

${(last_attributed_touch_data.~customer_placement)!}

String

The customer specified placement of the last touch, as set with an analytics tag. Actual app or website the ad appears on display campaigns.

${(last_attributed_touch_data.~sub_site_name)!}

String

Reference to the site where the ad was displayed. passed by the ad network.

${(last_attributed_touch_data.~customer_sub_site_name)!}

String

Customer reference to the site where the ad was displayed. Can be specified on links by the client.

${(last_attributed_touch_data.~agency)!}

String

The agency of the last touch, as set with an analytics tag. Agency that runs ad campaigns on behalf of advertiser.

${(last_attributed_touch_data.~agency_id)!}

String

The ID of agency of the last touch, as set with an analytics tag. Agency that runs ad campaigns on behalf of advertiser.

${(last_attributed_touch_data.~optimization_model)!}

String

Optimization model of the last touch, as set with an analytics tag. Model detailing the event for which the campaign is optimizing, e.g. for installs, clicks, events.

${(last_attributed_touch_data.~secondary_ad_format)!}

String

Secondary ad format of the last touch, as set with an analytics tag or during ad link creation flow in the dashboard. Ad Partner Specific Ad format, such as Display Engagement Ad for Google.

${(last_attributed_touch_data.~external_touch)!}

String

The ID of click or impression (view) sent to Branch from a third party. Used to tie an attributed event back to the original touch. Where the attributed partner is Google SAN, this will be the gclid value. See gclid in this sheet for more information.

${(last_attributed_touch_data.~journey_name)!}

String

The "Campaign Name" or "title" for an audience rule / Journey. can be specified on links by the client, or pre-filled automatically server side in some cases.

${(last_attributed_touch_data.~journey_id)!}

String

The audience rule ID for a Journey. set automatically server side.

${(last_attributed_touch_data.~view_name)!}

String

The "View Name" or "title" for a branch view / template. can be specified on links by the client, or pre-filled automatically server side in some cases.

${(last_attributed_touch_data.~view_id)!}

String

Branch view ID for a Journey. set automatically server side.

${(last_attributed_touch_data.+referring_domain)!}

String

Domain of the URL that the user visited before landing on a page with a Journey. This should use the same data source that we use for the "came directly from a URL" audience filter. specified by the client.

${(last_attributed_touch_data.dollar_3p)!}

String

Set if an event originated with a touch on Google AMP or Facebook Instant Article. specified by the client.

${(last_attributed_touch_data.+web_format)!}

String

The format of the webside:

• amp
• instant_articles

${(last_attributed_touch_data.+current_features)!}

String

Branch feature (determined by Branch) of the current touch. set automatically server side;

• desktop_deepviews
• desktop_journeys
• mobile_deepviews
• mobile_journeys
• ads
• email
• social
• quick_links

${(last_attributed_touch_data.+via_features)!}

String

All Branch features (determined by Branch) which were determined, via attribution, to have led to this event. For example, if an email link click leads to a Journey which leads to the app, the published eo_open will have +via_features:

• EMAIL
• JOURNEYS

or set server side:

• desktop_deepviews
• desktop_journeys
• mobile_deepviews
• mobile_journeys
• ads
• email
• social
• quick_links

${(user_data.os)!}

String

The operating system of the device on which the event was registered:

${(user_data.os_version)!}

String

The version of the operating system of the device on which the event was registered; specified by client.

${(user_data.os_version_android)!}

String

The operating system version (Android) of the device where the event occurred; specified by the client.

${(user_data.environment)!}

String

The runtime environment where the event occurred:

• full_web
• full_app
• instant_app
• imessage_app

${(event_data.transaction_id)!}

String

The partner-specified transaction id for their internal use. specified by the client.

${(event_data.currency)!}

String

ISO 4217 Code for currency.

${(event_data.revenue)!}

Double

The partner-specified revenue for the event. specified by the client.

${(event_data.revenue_in_usd)!}

Double

Revenue in USD, based off of revenue, currency, and exchange rate. set automatically server side.

${(event_data.exchange_rate)!}

Double

The exchange rate from the time the event occurred (may be up to 24 hours old but is typically updated within the hour). specified by the client.

${(event_data.shipping)!}

Double

Shipping cost associated with the transaction. specified by the client.

${(event_data.tax)!}

Double

Total tax associated with the transaction. specified by the client.

${(event_data.coupon)!}

String

Transaction coupon redeemed with the transaction (e.g. "SPRING2017"). specified by the client.

${(event_data.affiliation)!}

String

Store or affiliation from which this transaction occurred (e.g. Google Store). specified by the client.

${(event_data.search_query)!}

String

Search query associated with the event. specified by the client.

${(event_data.ad_type)!}

String

Ad type that the user saw or clicked on. Defined by Facebook. specified by the client:

• banner
• interstitial
• rewarded_video
• native

${(last_cta_view_data.~id)!}

Fixed64

The ID for the last CTA view. set automatically server side.

${(last_cta_view_data.~campaign)!}

String

The campaign (name) specified for the last CTA view. can be specified on links by the client, or prefilled automatically server side in some cases.

${(last_cta_view_data.~campaign_id)!}

String

The campaign ID specified for the last CTA view. set automatically server side.

${(last_cta_view_data.~campaign_type)!}

String

The type of Google campaign; Google AAP field. set automatically server side.

${(last_cta_view_data.~customer_campaign)!}

String

The customer campaign specified for the last CTA view. can be specified on links by the client.

${(last_cta_view_data.~channel)!}

String

The channel specified for the last CTA view. can be specified on links by the client, or prefilled automatically server side in some cases.

${(last_cta_view_data.~feature)!}

String

The feature specified for the last CTA view. can be specified on links by the client, or prefilled automatically server side in some cases.

${(last_cta_view_data.~stage)!}

String

The stage specified for the last CTA view. can be specified on links by the client, or prefilled automatically server side in some cases.

${(last_cta_view_data.~tags)!}

String

The tags specified for the last CTA view. can be specified on links by the client, or prefilled automatically server side in some cases.

${(last_cta_view_data.~advertising_partner_name)!}

String

The human-readable advertising partner name specified for the last CTA view. set automatically server side.

${(last_cta_view_data.~advertising_partner_id)!}

String

The ID for the advertising partner specified for the last CTA view. set automatically server side OR specified by the client.

${(last_cta_view_data.~secondary_publisher)!}

String

The secondary publisher specified for the last CTA view. passed by the ad network.

${(last_cta_view_data.~secondary_publisher_id)!}

String

The ID of the secondary publisher specified for the last CTA view. passed by the ad network.

${(last_cta_view_data.~customer_secondary_publisher)!}

String

The ID of the secondary publisher specified for the last CTA view. passed by the ad network.

${(last_cta_view_data.~creative_name)!}

String

The creative name specified for the last CTA view. set automatically server side.

${(last_cta_view_data.~creative_id)!}

String

The creative ID specified for the last CTA view. set automatically server side.

${(last_cta_view_data.~ad_set_name)!}

String

The ad set name specified for the last CTA view. set automatically server side.

${(last_cta_view_data.~ad_set_id)!}

String

The ad set ID specified for the last CTA view. set automatically server side.

${(last_cta_view_data.~customer_ad_set_name)!}

String

The customer ad set name specified for the last CTA view. can be specified on links by the client.

${(last_cta_view_data.~ad_name)!}

String

The ad name specified for the last CTA view. set automatically server side.

${(last_cta_view_data.~ad_id)!}

String

The ad ID specified for the last CTA view. set automatically server side.

${(last_cta_view_data.~customer_ad_name)!}

String

The customer ad name specified for the last CTA view. can be specified on the link by the client.

${(last_cta_view_data.~keyword)!}

String

The keyword specified for the last CTA view. set automatically server side.

${(last_cta_view_data.~keyword_id)!}

String

The unique ID for keyword of the last view as provided by Google.

${(last_cta_view_data.~customer_keyword)!}

String

The customer keyword of the last view. Can be specified on links by the client.

${(last_cta_view_data.~branch_ad_format)!}

String

The ad format of the last view. Ad Format chosen upon Branch link creation and set as an analytics tag. e.g. Search, Display, Product Ad, App only.

${(last_cta_view_data.~technology_partner)!}

String

The technology partner of last view, as set with an analytics tag. Any third party that's used to enhance a campaign (e.g. audiences being provided, creative optimization), with the exception of agencies

${(last_cta_view_data.~banner_dimensions!}

String

The dimensions of display banner of the last view, as set with an analytics tag.

${(last_cta_view_data.~placement)!}

String

The placement of the last view, as set with an analytics tag. Actual app or website the ad appears on display campaigns

${(last_cta_view_data.~placement_id)!}

String

The ID of placement of the last view, as set with an analytics tag. Actual app or website the ad appears on display campaigns

${(last_cta_view_data.~customer_placement)!}

String

The customer specified placement of the last view, as set with an analytics tag. Actual app or website the ad appears on display campaigns

${(last_cta_view_data.~sub_site_name)!}

String

Reference to the site where the ad was displayed. passed by the ad network.

${(last_cta_view_data.~customer_sub_site_name)!}

String

Customer reference to the site where the ad was displayed. Can be specified on links by the client.

${(last_cta_view_data.~agency)!}

String

The agency of the last view, as set with an analytics tag. Agency that runs ad campaigns on behalf of advertiser.

${(last_cta_view_data.~agency_id)!}

String

The ID of agency of the last view, as set with an analytics tag. Agency that runs ad campaigns on behalf of advertiser.

${(last_cta_view_data.~optimization_model)!}

String

Optimization model of the last view, as set with an analytics tag. Model detailing the event for which the campaign is optimizing, e.g. for installs, clicks, events

${(last_cta_view_data.~secondary_ad_format)!}

String

Secondary ad format of the last view, as set with an analytics tag or during ad link creation flow in the dashboard. Ad Partner Specific Ad format, such as Display Engagement Ad for Google.

${(last_cta_view_data.~external_touch_id)!}

String

The ID of click or impression (view) sent to Branch from a third party. Used to tie an attributed event back to the original touch. Where the attributed partner is Google SAN, this will be the gclid value. See gclid in this sheet for more information.

${(last_cta_view_data.~journey_name)!}

String

The "Campaign Name" or "title" for an audience rule / Journey. can be specified on links by the client, or prefilled automatically server side in some cases.

${(last_cta_view_data.~journey_id)!}

String

The audience rule ID for a Journey. set automatically server side.

${(last_cta_view_data.~view_name)!}

String

The "View Name" or "title" for a branch view / template. can be specified on links by the client, or prefilled automatically server side in some cases.

${(last_cta_view_data.~view_id)!}

String

Branch view ID for a Journey. set automatically server side.

${(last_cta_view_data.plus_referring_domain)!}

String

Domain of the URL that the user visited before landing on a page with a Journey. This should use the same data source that we use for the "came directly from a URL" audience filter. specified by the client.

${(last_cta_view_data.3p)!}

String

Set if an event originated with a touch on Google AMP or Facebook Instant Article. specified by the client.

${(last_cta_view_data.+web_format)!}

String

The format of the website;

• amp
• instant_articles