Postback Macros & Functions

Overview

The following list shows the macros and available functions that Branch supports in your Postback URLs and Webhooks. When you use these macros and functions, Branch dynamically resolves/replaces them with their corresponding values before notifying the specified postback URL.

URL Macros

We’ve grouped our macros into categories based the type of information being collected.

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Using Functions to Modify Postback Macros

All postback macros can be hashed/encrypted/modified using a variety of postback URL functions. For information about the available postback URL functions applicable to the following postback macros, see the URL Function Macros section below.

Postback Data

The following macros represent the high-level data points associated with the postback event itself.

Macro

Type

Description

${(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
  • tune

${(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_timestamp)!}

Fixed64

The UNIX timestamp in milliseconds for the last attributed touch; set automatically server side.

${(di_match_click_token)!}

Fixed64

The Branch Flow ID used by Tune, Appsflyer and other to match a click to an install, using the Android install referrer; set server side, relayed by the client.

${last_cta_view_timestamp)!}

Fixed64

The UNIX timestamp in milliseconds for the last Branch CTA view. set automatically server side.

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

Boolean

If the current app or web session resulted in the user being deep linked. set automatically server side; 1 (true/yes) OR 0 (false/no).

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

Boolean

If this is the first time for this persona that this event has been triggered. set automatically server side; 1 (true/yes) OR 0 (false/no).

${(store_install_begin_timestamp)!}

Fixed64

The time the install button is clicked in the Play Store / App Store.

${(referrer_click_timestamp)!}

Fixed64

The time of the Play Store launch (Android only)

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

Boolean

If the user associated with the event is pre-existing or new; 1 (true/yes) OR 0 (false/no)

${(webhook_id)!}

Fixed64

The ID of the webhook/postback itself; assigned by Branch.

${(webhook_partner_key)!}

String

The machine readable partner name to which Branch is sending payload; set automatically server side.

Attributed Touch Data

The following macros represent the data points associated with aspects of the advertising campaign itself.

Macro

Type

Description

${(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
<#if last_attributed_touch_data.dollar_fb_data_terms_not_signed>
    1
<#else>
    0
</#if>

Boolean

if the mobile data terms are not signed from facebook. this means we need to hide everything attribution-related from external events. set automatically server side; 1 (true/yes) OR 0 (false/no)

${(last_attributed_touch_data.+touch_id)!}

String

The attributing touch's (impression, click, etc) ID.

${(last_attributed_touch_data.custom_fields)!}

String

Any deep link data specified for the last touch not captured by the above fields e.g. {foo:true, deeplink_path: id/12}. "custom_fields" should not be surfaced as an independent object. The values should be included in last_attributed_touch_data. specified by the client.

${(last_attributed_touch_data.user_data_ip)!}

String

IP address of the user's device.

${(last_attributed_touch_data.user_data_user_agent)!}

String

The User-Agent string format including product name and version and system (e.g. “Mozilla/5.0 (iPad)”).

${(last_attributed_touch_data.+device_brand_name)!}

String

Brand or make of user's device (such as “Apple” or “Samsung”); determined by parsing the user-agent sent via HTTP headers.

${(last_attributed_touch_data.+device_brand_model)!}

String

Model of the user's device (such as “Droid Pro”); determined by parsing the user-agent sent via HTTP headers.

User Data

The following macros represent the data points associated with the user / device collected at the time of conversion.

Macro

Type

Description

${(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

${(user_data.platform)!}

String

A convenience dimension that allows users to easily see web vs app, desktop vs mobile, and iOS vs Android vs other

${(user_data.aaid)!}

String

Android/Google advertising id of the device where the event occurred. specified by the client.

${(user_data.android_id)!}

String

Android hardware id. Can only be reset by wiping the device. specified by the client.

${(user_data.idfa)!}

String

iOS advertising id of the device where the event occurred. specified by the client.

${(user_data.idfv)!}

String

OS vendor id of the device where the event occurred. Scoped to a vendor e.g. Facebook: idfv is the same for Facebook and Messenger but different Twitter. specified by the client.

${(user_data.kindle_aid)!}

String

The ID associated with a Kindle device.

${(user_data.windows_aid)!}

String

The Windows Advertising ID.

<#if user_data.limit_ad_tracking>1<#else>0</#if>

Boolean

If the partner has opted to not be tracked by advertisers. on iOS 10+, accompanied by idfa of 0s; 1 (true/yes) OR 0 (false/no).

<#if user_data.is_jailbroken>1<#else>0</#if>

Boolean

If true, then the phone that sent this event was jailbroken; 1 (true/yes) OR 0 (false/no).

${(user_data.user_agent)!}

String

The user agent of the browser or app where the event occurred. Usually associated with a webview.

${(user_data.ip)!}

String

The IP address from which the API call tracking the event originated; set automatically server side.

${(user_data.developer_identity)!}

String

The developer-specified identity for a user; specified by the client.

${(user_data.language)!}

String

The ISO 639-1 Code of the language.

${(user_data.sdk_version)!}

String

The Branch SDK version used to track this event; specified by the client.

${(user_data.http_referrer)!}

String

The referral URL that led to the current page where Web SDK logged web session start; specified by the client.

${(user_data.referral_source)!}

String

Android: activity.getCallingPackage(). iOS: Web referrer, safari referrer, or bundle_id.

${(user_data.app_version)!}

String

The app version where the event occurred; specified by the client.

${(user_data.device_type)!}

String

The type of device

${(user_data.carrier_name)!}

String

Which carrier covers the device where the event occurred. specified by the client.

${(user_data.brand)!}

String

Brand or make of user device (such as “Apple” or “Samsung”).

${(user_data.model)!}

String

The model of the device where the event occurred. specified by the client.

${(user_data.geo_continent_code)!}

String

The continent code, derived from IP address (above), set automatically server side.

${(user_data.geo_region_code)!}

String

The region code, derived from IP address (above), set automatically server side.

${(user_data.geo_region_en)!}

String

The human-readable region, derived from IP address (above), set automatically server side.

${(user_data.geo_dma_code)!}

UInt32

The DMA Code, derived from IP address (above), set automatically server side.

${(user_data.geo_city_code)!}

UInt32

The city code, derived from IP address (above), set automatically server side.

${(user_data.geo_city_en)!}

String

The human-readable city, derived from IP address (above), set automatically server side.

${(user_data.geo_lat)!}

Float

Latitude, derived from IP address (above), set automatically server side.

${(user_data.geo_lon)!}

Float

Longitude, derived from IP address (above), set automatically server side.

${(user_data.geo_country_code)!}

String

The ISO 3166 code of the country.

${(user_data.geo_country_en)!}

String

The country name in English, derived from IP address (above), set automatically server side.

${(user_data.geo_postal_code)!}

String

The postal code, derived from IP address (above), set automatically server side.

${(user_data.browser)!}

String

A human-readable name for the browser from which the web event originated. Derived from user-agent string. specified by the client.

${(user_data.cross_platform_id)!}

String

An app-scoped unique identifier for the Branch Persona for which this event occurred. set automatically server side.

${(user_data.installer_package_name)!}

String

The package name of the app that installed the app; set automatically server side.

${(user_data.cpu_type)!}

String

The type of central processing unit used by the device ; set automatically server side.

${(user_data.build)!}

String

The build version of the device ; set automatically server side.

${(user_data.internet_connection_type)!}

String

The type of connection to the internet (e.g. Wifi) used by the device ; set automatically server side.

${(user_data.screen_width)!}

String

The width of the screen of the device ; set automatically server side.

${(user_data.screen_height)!}

String

The height of the screen of the device; set automatically server side.

${(user_data.carrier_name)!}

String

The name of the carrier (e.g. Verizon) of the device ; set automatically server side.

Event Data

The following macros represent the data points associated with the events completed by the user / device collected at the time of conversion.

Macro

Type

Description

${(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

${(event_data.description)!}

String

Description associated with the event, not necessarily specific to any individual content items. specified by the client.

Content Items Data

The following macros represent the data points associated with the contents within events completed by the user / device collected at the time of conversion

Macro

Type

Description

${(content_items[0].$content_schema)!}

String

The category / schema for a piece of content. specified by the client:commerce_auction / commerce_business / commerce_other / commerce_product / commerce_restaurant / commerce_service / commerce_travel_flight / commerce_travel_hotel / commerce_travel_other / game_state / media_image / media_mixed / media_music / media_other / media_video / other / text_article / text_blog / text_other / text_recipe / text_review / text_search_results / text_story / text_technical_doc |

<#if 
content_items[0].$publicly_indexable>
    1
<#else>
    0
</#if>

Boolean

true: content can be indexed for local (device) use OR false: cannot index for local use; specified by the client; 1 (true/yes) OR 0 (false/no)

<#if
content_items[0].$locally_indexable>
    1
<#else>
    0
</#if>

Boolean

true: content can be seen by anyone OR false: cannot index for public use; specified by the client; 1 (true/yes) OR 0 (false/no)

${(content_items[0].$exp_date!}

Fixed64

The last time afterwhich this content is no longer valid. null / 0 mean no limit. specified by the client.

${(content_items[0].$canonical_identifier)!}

String

Used to allow Branch to unify content/messages. specified by the client.

${(content_items[0].$og_title)!}

String

The rendered document title (also for searching) - if a collection then the title for the collection not the individual items. specified by the client.

${(content_items[0].$canonical_url)!}

String

A web URL which refers to the content on the public web (mobile or desktop). Preferably is a permalink, and used as canonical URL elsewhere (main website, AMP pages, etc.). specified by the client.

${(content_items[0].$og_description)!}

String

The description (for individual item). specified by the client.

${(content_items[0].$og_image_url)!}

String

The image URL. specified by the client.

${(content_items[0].$keywords)!}

String

Any keywords. specified by the client.

${(content_items[0].$price)!}

Double

The unit price for the product/content. specified by the client.

${(content_items[0].$price_in_usd)!}

Double

The unit price in USD, based off of price, currency, and exchange rate. specified by the client OR set automatically server side.

${(content_items[0].$quantity)!}

Double

The quantity of the item to be ordered (for PURCHASE, ADD_TO_CART, etc). specified by the client.

${(content_items[0].$value)!}

Double

The value is the product of $price multiplied by $quantity. specified by the client OR set automatically server side.

${(content_items[0].$value_in_usd)!}

Double

The value in USD (see $value above), based off of price, currency, and exchange rate. specified by the client OR set automatically server side.

${(content_items[0].$sku)!}

String

The product sku or product id. specified by the client.

${(content_items[0].$product_name)!}

String

The product's name. specified by the client.

${(content_items[0].$product_brand)!}

String

The product's brand. specified by the client.

${(content_items[0].$product_variant)!}

String

The product variant (e.g. XL). specified by the client; animals_and_pets_supplies / apparel_and_accessories / arts_and_entertainment / baby_and_toddler / business_and_industrial / cameras_and_optics / electronics / food_beverage_and_tobacco / furniture / hardware / health_and_beauty / home_and_garden / luggage_and_bags / mature / media / office_supplies / religious_and_ceremonial / software / sporting_goods / toys_and_games / vehicles_and_parts

${(content_items[0].$rating)!}

Double

The rating given by the user on a RATE event. specified by the client.

${(content_items[0].$rating_average)!}

Double

The average rating of the item. specified by the client.

${(content_items[0].$rating_count)!}

Int64

The number of ratings for the item. specified by the client.

${(content_items[0].$rating_max)!}

Double

The maximum possible rating for the item (e.g. 5 stars is highest possible rating). specified by the client.

${(content_items[0].$address_street)!}

String

The street address for a restaurant, business, room (hotel), etc. specified by the client.

${(content_items[0].$address_city)!}

String

The city for a restaurant, business, room (hotel), etc. specified by the client.

${(content_items[0].$address_country)!}

String

The country code for a restaurant, business, room (hotel), etc. specified by the client.

${(content_items[0].$address_postal_code)!}

String

The postal/zip code for a restaurant, business, room (hotel), etc. specified by the client.

${(content_items[0].$latitude)!}

Float

The latitude for a restaurant, business, room (hotel), etc. specified by the client.

${(content_items[0].$longitude)!}

Float

The longitude for a restaurant, business, room (hotel), etc. specified by the client.

${(content_items[0].$condition)!}

String

For auctions, whether the item is new, good, acceptable, etc. specified by the client; new / excellent / good / fair / poor / used / refurbished / other

${(content_items[0].$image_captions)!}

String

The captions associated with the image. specified by the client.

${(content_items[0].$creation_timestamp)!}

Fixed64

The time the content was created. specified by the client.

${(content_items[0].$currency)!}

String

The ISO 4217 code of currency.

${(content_items[0].custom_fields)!}

String

The partner-specified custom key-value pairs associated with a BUO. specified by the client.

Cohort Related Data

The following macros represent the data points associated with the cohorted users based on install or re-engagement activity.

Macro

Type

Description

${(install_activity.event_name)!}
OR
${(reengagement_activity.event_name)!}

String

The name of the cohort event.

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

OR

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

Boolean

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

${(install_activity.timestamp)!}
OR
${(reengagement_activity.timestamp)!}

Fixed64

An epoch timestamp for the time of the install/reengagement in UTC in milliseconds

${(install_activity.touch_data.tilde_advertising_partner_name)!}
OR
${(reengagement_activity.touch_data.tilde_advertising_partner_name)!}

String

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

${(install_activity.touch_data.dollar_3p)!}
OR
${(reengagement_activity.touch_data.dollar_3p)!}

String

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

${(install_activity.touch_data.tilde_tune_publisher_id)!}
OR
${(reengagement_activity.touch_data.tilde_tune_publisher_id)!}

Fixed64

The publisher ID of the last touch.

CTA View Data

The following macros represent the data points associated with Journeys or Deepview data where there is no link click.

Macro

Type

Description

${(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

${(last_cta_view_data.+via_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_cta_view_data.+touch_id)!}

String

The attributing touch's (impression, click, etc) ID

${(last_cta_view_data.custom_fields)!}

String

Any deep link data specified for the last view not captured by the above fields e.g. {foo:true, deeplink_path: 'id/12'}. "custom_fields" should not be surfaced as an independent object. The values should be included in last_attributed_touch_data. specified by the client.

Custom Data

The following macros represent the data points associated with the custom data points pre-assigned by Branch.

Macro

Type

Description

${(custom_data.sub1)!}

String

General-purpose field for passing data from click through to installs, opens, and conversion events.

${(custom_data.sub2)!}

String

General-purpose field for passing data from click through to installs, opens, and conversion events.

${(custom_data.sub3)!}

String

General-purpose field for passing data from click through to installs, opens, and conversion events.

${(custom_data.sub4)!}

String

General-purpose field for passing data from click through to installs, opens, and conversion events.

${(custom_data.sub5)!}

String

General-purpose field for passing data from click through to installs, opens, and conversion events.

${(custom_data.content_id)!}

String

ID of the content interacted with during an in-app event.

${(custom_data.content_type)!}

String

The type of content interacted with during an in-app event.

${(custom_data.date1)!}

String

Time of check-in for the in-app event “reservation”.

${(custom_data.date2)!}

String

Time of check-out for the in-app event “reservation”.

${(custom_data.level)!}

String

The event level achieved.

${(custom_data.quantity)!}

String

The count related to an in-app event; e.g. number of guests or credits spent.

${(custom_data.rating)!}

String

The rating related to an in-app event; e.g. a 4 star rating.

${(custom_data.transaction_id)!}

String

ID of the transaction recorded on conversion.

URL Function Macros & Freemarker

Along with our URL macros, we also support a variety of URL functions to be used in conjunction with our macros. Using functions gives you more control over how your data is formatted for your own internal uses.

We’ve grouped our functions into categories based on what type of action is being taken as well as what type of information is being handled.

More information on Freemarker can be found here.

Hashing/Encoding/etc.

Function macros that can hash, encode/decode or otherwise modify another macro’s value; e.g. the MD5 hash of a unique identifier.

Hashing/Encoding/etc.

Type

Description

<@alphanumeric>INPUT_MACRO_HERE</@alphanumeric>

Function

Removes non-alphanumeric characters from a string.

<@base64>INPUT_MACRO_HERE</@base64>

Base64

Base64 encodes the contents

<@json>INPUT_MACRO_HERE</@json

JSON

JSON encodes the contents as a string.

<@jsonmap>INPUT_MACRO_HERE</@jsonmap>

JSON

JSON encodes the data (be sure not to quote), in whatever.

<@lower>INPUT_MACRO_HERE</@lower>

Function

Returns the inputted value formatted as lowercase with separating colons.

<@md5>INPUT_MACRO_HERE</@md5>

MD5

MD5 encodes the contents

<@sha1>INPUT_MACRO_HERE</@sha1>

SHA1

SHA1 encodes the contents

<@sha256>INPUT_MACRO_HERE</@sha256>

SHA256

SHA256 encodes the contents

<@upper>INPUT_MACRO_HERE</@upper>

Function

Returns the inputted value formatted as uppercase with separating colons.

<@urldecode>INPUT_MACRO_HERE</@urldecode>

Decode

URL decodes the contents.

<@urldecode>INPUT_MACRO_HERE</@urldecode>

Encode

URL encodes the contents.

Datetime

Function macros that return datetime information about another macro’s value; e.g. the time of an in-app purchase event.

Format

Description

<@dateformat output_date_format="yyyy-MM-dd">INPUT_MACRO_HERE</@dateformat>

Returns the calendar date of the specified conversion

<@dateformat output_date_format="yyyy-MM-dd HH:mm:ss">INPUT_MACRO_HERE</@dateformat>

Returns the DateTime of the specified conversion

<@dateformat output_date_format="TIMESTAMP_SECONDS">INPUT_MACRO_HERE</@dateformat>

Returns the current unix timestamp in seconds of the specified conversion

<@dateformat output_date_format="TIMESTAMP_MILLIS">INPUT_MACRO_HERE</@dateformat>

Returns the current unixt timestamp in milliseconds of the specified conversion

<@iso8601UTCDate>INPUT_MACRO_HERE</@iso8601UTCDate>

Format a DateTime value in ISO 8601 UTC. Returns an empty string for missing data or data that is not a DateTime. As DateTime doesn’t store millisecond precision, milliseconds are hard-coded to 000

General Actions

Function macros that perform a variety of general use actions; e.g. modifying a boolean value into an integer.

Action

Description

<@countryCodeIso3166>INPUT_MACRO_HERE</@countryCodeIso3166>

Returns the ISO 3166-1 two-letter country code.

<@firstNotEmpty>INPUT_MACRO_HERE</@firstNotEmpty>

Gets the first value that isn’t empty in a | delimited string.

<@languageIso639>INPUT_MACRO_HERE</@languageIso639>

Returns the ISO 639-1 two-character language code.

<@loop data=app.app_bundles val="bundle"><#if user_data.os == bundle.os><#if bundle.os=="ANDROID"><@break/><#elseif bundle.os == "IOS">${(bundle.ios.itunes_id?substring(2))!}</#if><@break/></#if></@loop>

Return the store_app_id for an iOS site and a package_name for an Android site.

<@loop>INPUT_MACRO_HERE</@loop>, <@break>, <@sep>

Loops around the variable specified in data, assigning each successive one to the name specified in val. Be sure not to put quotes around data.

<@rand>INPUT_MACRO_HERE</@rand>

Returns a random value between 0 and 2^31.

<@ternary>INPUT_MACRO_HERE</@ternary>

A basic implementation of ternary functionality that uses | to separate parameters This function must receive 4 parameters or nothing will be returned. Given parameter 0 matches parameter 1, parameter 2 will be returned. Given parameter 0 does not match parameter 1, parameter 3 will be returned.

<@truncate>INPUT_MACRO_HERE</@truncate>

Returns a value shortened to 40 characters in length.

<#assign captured>%s</#assign><#if captured>1<#else>0</#if>

Casts a boolean string to its integer counter part.

<#if (last_attributed_touch_data["~tune_publisher_id"])! == %s>1<#else>0</#if>

Return whether or not the install or event is attributed to the same partner as the postback partner; returns 1 = true or 0 = false.

<#if user_data.os == "IOS">0<#elseif user_data.os == "ANDROID">1<#elseif user_data.os == "WINDOWS">2<#else>null</#if>

Return the platform as an integer ios = 0, android = 1, windows = 2.

Unsupported Freemarker Expressions

Due to security restrictions, Branch does not support the below Freemarker expressions:

  • <#import>
  • <#visit>
  • <#include>
  • ?eval
  • <#recurse>
  • <#setting>
  • <#macro>
  • <#function>
  • <#nested>
  • <#return>
  • <#list>

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