Parameters
We strongly recommend that you do not include any personal data in any parameters, including Extended Data. If you intend to include personal data you must notify your Account Manager in advance. Data may be shared with Publishers in reporting.
Event Postback Parameters
Below is a breakdown of the Parameters that are used in the S2S Event Postback
| Parameter | Description |
|---|---|
AppID †† | Reference ID for the application. |
MID † | Merchant ID. This will be provided by Optimise or can be found in the Setup Wizard |
PID † | Product ID. This will be provided by Optimise or can be found in the Setup Wizard |
Action † | Defines the type of event action (see Action Values). |
SSkey † | The SSKEY |
DeviceIP | IP address of the device triggering the event. |
ref | Referrer URL of the event. |
† Mandatory Parameter. †† AppID is not required unless integrating with Mobile app tracking.
Conversion Postback Parameters (Mandatory)
| Parameter | Description |
|---|---|
AppID † | Reference ID for the application. |
MID † | Merchant ID. |
PID † | Product ID. |
Action † | Defines the type of event action see Action Values*. |
SSkey † | The SSKEY |
† Mandatory Parameter.
Conversion Postback Standard Parameters
| %Parameter% | Description | Finance | Insurance | Retail |
|---|---|---|---|---|
Channel | Distribution or communication channel through which the product/service is offered (Optimise). | ✅ | ✅ | ✅ |
CUR | Currency of the transaction, using ISO 4217 currency codes. | ✅ | ✅ | ✅ |
CustType | Type of customer (e.g., retail, business). | ✅ | ||
Vcode | Voucher Code related to the product/service, can be either transaction or verification. | ✅ | ✅ | ✅ |
iBrand † | Brand associated with the product or service. | ✅ | ✅ | |
iCat † | Category of the product/service. | ✅ | ||
iCancellable † | Declare if the service or product can be cancelled. | ✅ | ||
iDuration † | Duration for services/products (e.g., financial term, insurance coverage, travel duration). | ✅ | ✅ | |
iEndDate † | End date for the product/service/event. | ✅ | ||
iID † | Unique identifier for products or service. | ✅ | ✅ | ✅ |
iMeta † | Metadata related to the product or service. | ✅ | ✅ | |
iName † | Name of the product or service. | ✅ | ✅ | ✅ |
iOrigin † | Origin of the product/service or transaction. | ✅ | ||
iPaymentMethod † | Method of payment (e.g., card, credit, crypto). | ✅ | ✅ | |
iPaymentType † | Type of payment (e.g., instalment, one-time). | ✅ | ✅ | |
iPolicySpecific † | Specific details of the insurance policy. | ✅ | ||
iPolicyType † | Policy purchased (e.g., health, life). | ✅ | ||
iPolicyValue † | Value associated with a policy or financial product. | ✅ | ✅ | |
iPurpose † | Purpose of the product/service (e.g., financial investment, travel purpose). | ✅ | ||
iStartDate † | Date commencing for a product/service/event. | ✅ | ||
iVal †† | Value of the product/service. | ✅ | ✅ | ✅ |
iVol †† | Volume of product/service sold or consumed. | ✅ | ✅ | ✅ |
† If you are adding multiple values, they must be separated by a pipe |.
If using iID, iName, iVal and iVol, all four parameters MUST be populated, and MUST be populated if any other iParameters are being used for commission calculations.
All other i fields may be empty strings, but ALL the fields which are populated MUST contain the same number of pipe-delimited | values.
†† This is the value of an individual item. We will automatically calculate iVol x iVal.
Action Values
Below is a list of possible events for the Action parameter. Action values are used to identify specific points along the user journey.
These values apply to both the Event Postback & the Universal Event Tag, either the Event Postback or Universal Tag should fire on every page of the Campaign's user journey.
| Available Actions | Page / Event |
|---|---|
Basket | Basket page |
Content | All other pages |
Decline | Application declined |
End | End of application |
Home | Home page |
Install | App Installed |
Landing | Landing page |
Quote | Quote Summary Page |
QuoteDetails | Quote summary page |
QuoteStart | Quote start page |
Referral | Application referred |
Registration | User Registration |
Sale | Conversion confirmation page |
Start | Start of application |
Each action represents a different user interaction or transaction stage, enabling better tracking and analytics for business insights.
Additional Parameter Information
Currency Conversion
If a site transacts in multiple currencies and needs to pass a currency value with each conversion.
The conversion value will then convert to the Campaign currency during the tracking import process.
To achieve this, add &CUR=%CurrencyCode% to your Conversion Postback or Tag.
- All currency codes must be 3 digit according to ISO 4217 standards.
For example:
<script type="text/javascript"src="https://track.omguk.com/%MID%/e/ss/?APPID=%SaleReference%&MID=%MID%&PID=%PID%&Status=&TransactionValue=%TransactionOrderValue%&VCode=%VoucherCode%&CUR=GBP"></script>
<noscript><img src="https://track.omguk.com/e/si/?APPID=%SaleReference%&MID=%MID%&PID=%PID%&Status=&TransactionValue=%TransactionOrderValue%&VCode=%VoucherCode%&CUR=GBP" border="0" height="1" width="1"></noscript>
Extended Data
Ex parameters provide eleven (Ex1-Ex11) additional free-text values if required for when a conversion occurs.
These values are referred to as Extended Data and can contain any alphanumeric data up to 50 characters. To capture Extended Data, add a new parameter in the example format: &Ex1={EX1-Value}.
The example Universal Conversion Tag below is configured with all 11 Extended Data values:
<script type="text/javascript" src="https://track.omguk.com/%MID%/e/ss/?APPID=%SaleReference%&MID=%MID%&PID=%PID%&Status=&TransactiontValue=%TransactionOrderValue%&VCode=%VoucherCode%&Ex1=%EX1-Value%&Ex2=%EX2-Value%&Ex3=%EX3-Value%&Ex4=%EX4-Value%&Ex5=%EX5-Value%&Ex6=%EX6-Value%&Ex7=%EX7-Value%&Ex8=%EX8-Value%&Ex9=%EX9-Value%&Ex10=%EX10-Value%&Ex11=%EX11-Value%"></script>
<noscript><img src="https://track.omguk.com/e/si/?APPID=%SaleReference%&MID=%MID%&PID=%PID%&Status=&TransactionValue=%TransactionOrderValue%&VCode=%VoucherCode%&Ex1=%EX1-Value%&Ex2=%EX2-Value%&Ex3=%EX3-Value%&Ex4=%EX4-Value%&Ex5=%EX5-Value%&Ex6=%EX6-Value%&Ex7=%EX7-Value%&Ex8=%EX8-Value%&Ex9=%EX9-Value%&Ex10=%EX10-Value%&Ex11=%EX11-Value%" border="0" height="1" width="1"> </noscript>
Ex1-Ex5 may be used to assign different commissions depending on the value. Speak to your Account Manager if your require this.
We strongly recommend that you do not include any personal data in any parameters, including Extended Data. If you intend to include personal data you must notify your Account Manager in advance. Data may be shared with Publishers in reporting.
Basket Item Tracking
Optimise recommends adding Basket Tracking. This is required for the following:
- Dynamic commission based on the content of the basket. E.g., award different commissions based on items within the basket
- Reporting of which individual products (or items) are being purchased within the shopping basket.
This can be achieved by adding the following Basket Item parameters to your Conversion Postback or Tag:
| Parameter | Requirement | Instructions |
|---|---|---|
| iBrand † | Optional | The brand of the basket item purchased |
| iCat † | Optional | The individual category of the basket item purchased |
| iID † | Mandatory | The SKU of the basket item purchased |
| iName † | Mandatory | The name of the basket item purchased |
| iVal † †† | Mandatory | The individual value of the basket item purchased |
| iVol † †† | Mandatory | The amount of the basket item purchased |
† If you are adding multiple values they must be separated by a pipe |
†† This is the value of an individual item. We will automatically calculate iVol x iVal.
Additional basket item values are available. Please refer to the Parameters table.
The following example demonstrates how the Item Values should be configured.
<script type="text/javascript" src="https://track.omguk.com/%MID%/e/ss/?APPID=%SaleReference%&MID=%MID%&PID=%PID%&Action=Sale&Status=&TransactionValue=%TransactionOrderValue%&VCode=%VoucherCode%&iName=%ItemName1%|%ItemName2%&iID=%ItemID1%|%ItemID2%&iVol=%ItemVolume1%|%ItemVolume2%&iVal=%ItemValue1%|%Itemvalue2%&iCat=%ItemCategory1%|%ItemCategory2%&iBrand%ItemBrand1%|%ItemBrand2%"></script>
<noscript><img src="https://track.omguk.com/e/si/?APPID=%SaleReference%&MID=%MID%&PID=%PID%&Action=Sale&Status=&TransactionValue=%TransactionOrderValue%&VCode=%VoucherCode%&iName=%ItemName1%|%ItemName2%&iID=%ItemID1%|%ItemID2%&iVol=%ItemVolume1%|%ItemVolume2%&iVal=%ItemValue1%|%Itemvalue2%&iCat=%ItemCategory1%|%ItemCategory2%&iBrand%ItemBrand1%|%ItemBrand2%" border="0" height="1" width="1"></noscript>
We strongly recommend that you do not include any personal data in any parameters, including Extended Data. If you intend to include personal data you must notify your Account Manager in advance. Data may be shared with Publishers in reporting.
Customer Type
To record the type of customer add the &CustType= parameter to the tracking tag.
Values should be either new or existing. For example:
<script type="text/javascript" src="https://track.omguk.com/%MID%/e/ss/?APPID=%SaleReference%&MID=%MID%&PID=%PID%&Action=Sale&Status=&TransactionValue=%TransactionOrderValue%&VCode=%VoucherCode%&CustType=new"></script>
<noscript><img src="https://track.omguk.com/e/si/?APPID=%SaleReference%&MID=%MID%&PID=%PID%&Action=Sale&Status=&TransactionValue=%TransactionOrderValue%&VCode=%VoucherCode%&CustType=new" border="0" height="1" width="1" alt=""></noscript>
Adding Channel
Where possible you should notify Optimise of the Channel to which the conversion is attributed. This can be achieved by adding &Channel= to your Conversion Postback or Tag, for example:
<script type="text/javascript" src="https://track.omguk.com/%MID%/e/ss/?APPID=%SaleReference%&MID=%MID%&PID=%PID%&Action=Sale&Status=&TransactionValue=%TransactionOrderValue%&VCode=%VoucherCode%&Channel=%Channel%"></script>
<noscript><img src="https://track.omguk.com/e/si/?APPID=%SaleReference%&MID=%MID%&PID=%PID%&Action=Sale&Status=&TransactionValue=%TransactionOrderValue%&VCode=%VoucherCode%&Channel=%Channel%" border="0" height="1" width="1" alt=""></noscript>
We recommend using the following values in the &Channel= Parameter:
| Value | When to use |
|---|---|
| Optimise | When sale attributed to Optimise |
| Non-Optimise-Aff | When sale attributed to Non Optimise Affiliate activity |
| Display | When sale attributed to Display activity |
| PPC-Brand | When sale attributed to PPC Brand activity |
| PPC-Generic | When sale attributed to PPC Generic activity |
| Other | When sale attributed to any other channel |
You should always pass &Channel=Optimise when a sale is attributed to an Optimise Affiliate.
Cross Device Tracking with CustID
When available we recommend passing a Customer Identifier. This can be used to stitch sessions together and attribute conversions across devices.
<script type="text/text" src="https://track.omguk.com/%MID%/e/ss/?APPID=%SaleReference%&MID=%MID%&PID=%PID%&Action=Sale&Status=&TransactionValue=%TransactionOrderValue%&VCode=%VoucherCode%&CustID=%CustomerReference%"></script>
<noscript><img src="https://track.omguk.com/e/si/?APPID=%SaleReference%&MID=%MID%&PID=%PID%&Action=Sale&Status=&TransactionValue=%TransactionOrderValue%&VCode=%VoucherCode%&CustID=%CustomerReference%" border="0" height="1" width="1"></noscript>
We recommend using a hashed version of the email address, phone number or customer reference number.
De-Duplication
If you are running your Affiliate Campaign with more than one Affiliate Network or you are using a Cross Channel De-duplication tool then you will need to consider how this will work with your Affiliate Campaign. Passing Channel Data can help with this.
Multiple Affiliate Networks
If you are running your Affiliate Campaign on multiple Affiliate Networks you will de-duplicate sales to avoid paying the same commission more than once.
This is typically achieved by adding a parameter to your website that can be used to track the referring traffic source. The example below uses a ref querystring parameter.
http://www.example.com/?ref=omg
This parameter’s value is usually stored in a cookie (with the same duration as the Optimise cookie) and then retrieved on the post-sale confirmation page to determine whether or not the Optimise Conversion Tracking Tag is displayed (also known as show/hide).
Where possible you should notify Optimise of the Channel to which Sale/Conversion is attributed. For further information see Adding Channel.
Unique Order Reference
It is important that your %SalesReference% is unique, as we will use this to automatically de-duplicate your sales. If you are unable to generate a unique Sales Reference or Order Number, please contact your Account Manager.