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Param Parameters Explained

In addition to Sub IDs and Shared IDs, Param parameters can also be used to track and report data. While not as easy to use as Shared IDs, Param parameters can be used essentially in the same way.

Append a Param parameter

Param parameters work in the same way that Shared ID parameters: they are also appended to a tracking link. However, you will need to do this manually to your tracking link between when you retrieve it from and when you serve the asset code on your website.

  1. From the top navigation bar, select Content → Assets.

  2. Find the asset you want to append a Param parameter to, then, under Actions, select Get code.

  3. At the bottom of the new screen that appears, select Copy Code.

  4. Place the code in a location where you can it, like a word processor (e.g., Google Docs), and add the Param parameters to the end of the tracking link. See the snippet below for an example of how to add the Param parameter.

    • This parameter must be placed after the question mark ( ? ) in the link. If one does not exist in your tracking link, add that first at the end of the tracking link before adding your Param parameter.

  5. Place the tracking code where you plan to serve the asset.

You have 3 Param parameters you can pass to your brand:

Parameter Name

Parameter Type

Character Limit



255 Characters



255 Characters



255 Characters

Your partnered brand will likely let you know if they need you to pass Param parameters to them during tracking.


While you would be responsible for creating Param parameters for your partnered brand, you cannot view reporting on them unless you receive permission from the brand to do so. Reach out to your partnered brand if you want to view reporting on Param parameters, then contact support with a screenshot of your conversation with the brand.

If you need help creating Param parameters, contact support.

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