# Param Parameters Explained

Use Param parameters when a brand asks you to pass extra tracking values in a tracking link. These values help the brand report on specific traffic or customer data. You usually can't view them in your own reports unless the brand grants access.

#### Append a Param parameter

Param parameters must be manually appended to your impact.com tracking link before you implement the asset code on your website.

1. From the top navigation bar, select **Content →** [**Assets**](https://app.impact.com/secure/mediapartner/ads/searchAdsDirectoryMP.ihtml).
2. Find the asset, then select its code option, such as **Get Ad Code** or **Get Email Code**.
3. In the slideout, keep the **Asset Code** tab selected, then select **Copy Code**.
4. Paste the code into a text editor. Find the URL in the copied code that sends users to the brand, then append the Param parameter to the end of that URL.
   * Depending on the asset type, this URL may appear in an `href=` value, an `src=` value, or another link field.
   * Append the Param value only to the tracking link URL in the copied code. Do not change any other part of the code.
   * If the tracking link does not already contain a question mark (`?`), add one before the first Param parameter. If the tracking link already contains parameters, add your Param parameter with an ampersand (`&`).
   * Place the question mark after the full URL path. `https://www.tracking.net/c/1234567/654321/4321?param1=value&param2=another_value`
   * If the URL ends with a forward slash (`/`), place the question mark after that slash.

     `https://www.tracking.net/c/1234567/654321/4321/?param1=value&param2=another_value`
5. Place the updated code where you plan to serve the asset.

Your partnered brand will likely let you know if they need you to pass Param parameters to them during tracking. If you need help creating Param parameters, [contact support](https://app.impact.com/support/portal.ihtml).

{% hint style="success" icon="memo" %}
**Note**: You cannot view reporting on Param parameters unless you receive permission from the brand to do so. If you want to view reporting on Param parameters, reach out to your brand, then [contact support](https://app.impact.com/support/portal.ihtml?createTicket=true) with a screenshot of your conversation with the brand.
{% endhint %}

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

| Parameter Name         | Description                                                                                                                                                                                                                                        | Format / Example        |
| ---------------------- | -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- | ----------------------- |
| param1                 | Custom tracking value.                                                                                                                                                                                                                             | String (255 Characters) |
| param2                 | Custom tracking value.                                                                                                                                                                                                                             | String (255 Characters) |
| param3                 | Custom tracking value.                                                                                                                                                                                                                             | String (255 Characters) |
| param4                 | Custom tracking value.                                                                                                                                                                                                                             | String (255 Characters) |
| googleaid              | In-app only parameter. Google Advertising Identifier provided by Google Play services.                                                                                                                                                             | UUID                    |
| appleifa               | In-app only parameter. Apple Identifier for Advertising. Requires user consent.                                                                                                                                                                    | UUID                    |
| deviceID               | In-app only parameter. Device identifier used when promoting in a mobile app. Use this when the brand's mobile app tracking setup requires a device identifier beyond `googleaid` or `appleifa`.                                                   | String                  |
| u                      | Landing page override, also known as "deep link." If not specified, the landing page URL is determined by either the asset or the program URL setup. In deferred deep linking, this link sends the user to the relevant product after the install. | Encoded URL             |
| partnercustid          | Partner customer ID allows impact.com to better identify users across devices and perform more accurate attribution.                                                                                                                               | URL Encoded String      |
| sharedid               | Custom Partner tracking value that is exposed to the brand and included in reports.                                                                                                                                                                | URL Encoded String      |
| subid1, subid2, subid3 | Custom Partner tracking values that are only available and included in partner reports.                                                                                                                                                            | URL Encoded String      |