Passing / Posting Data - tokens, wildcards and examples

This page explains how CPV Lab (opens new window) / CPV One (opens new window) passes data to:

• Landing Pages (LP) and Offer Pages (via URL wildcards),
• Traffic Source Postbacks and external pixels,
• The base.php redirect pages (automatic forwarding).

You will find:

• a complete, easy-to-read list of tokens (wildcards) you can use,
• examples and URL templates,

Tokens (wildcards) for Landing Pages & Offer URLs

Place these tokens in your Landing Page (LP) or Offer URL. CPV Lab replaces the token with the actual value for each visitor before redirect.

Example LP URL: https://example.com/lp.php?subid={!subid!}&device={!sm_device_model!}&country={!mm_country_code!}

List of Landing Page / Offer tokens

Token	What it becomes / explanation
{!target!}	The target / keyword captured from the incoming URL.
{!subid!}	The CPV Lab subid for this click (unique click id assigned by tracker).
{!token1!} … {!token15!}	Extra Token 1–15 — values captured from traffic source parameters; useful for passing custom info like source, creative, aff_sub, etc. (tokens 1–15 available; tokens 1–10 also commonly used in postbacks).
{!adtoken!}	The Ad Token value captured for CPC campaigns (useful to identify the creative/ad unit).
{!sm_device_brand!}	Mobile device brand (e.g., Apple, Samsung).
{!sm_device_model!}	Mobile device model (e.g., iPhone 12).
{!sm_device_marketing!}	Mobile device market name.
{!ispcarrier!}	Visitor ISP / Carrier name.
{!mm_continent!}	Visitor continent.
{!mm_country!}	Visitor country name (full).
{!mm_country_code!}	Visitor country code (2-letter, e.g., US, RO).
{!mm_state!}	Visitor state / province.
{!mm_city!}	Visitor city.
{!mm_iseu!}	1 if visitor is in EU, 0 otherwise — useful for GDPR handling.
{!sm_browser!}	Visitor browser name (Chrome, Firefox, etc.).
{!sm_browser_version!}	Browser version.
{!sm_os!}	Visitor operating system (Windows, Android, iOS).
{!sm_os_version!}	OS version.
{!ipaddress!}	Visitor IP address (if allowed by privacy policy).
{!landingpageid!}	Tracker Landing Page ID (internal).
{!landingpagename!}	Landing Page name (internal label).
{!offerid!}	Tracker Offer ID (internal).
{!offername!}	Offer name (internal label).
{!cost!}	Cost of the click (if provided / estimated).
{!tscode!}	Traffic Source External ID — token captured from the traffic source (click id from the source).
{!campaignid!}	Tracker Campaign ID.
{!campaignkey!}	Tracker Campaign Key (campaign public key).
{!trackingdomain!}	The tracking domain used in the campaign (e.g., track.example.com).

Note: Browser/OS tokens work for desktop and mobile. Geo tokens (mm_*) use the server GeoIP database to detect location from IP.

Tokens for Traffic Source Postbacks & Additional Pixels

When CPV Lab or CPV One fires a postback (server-to-server call) or an on-page pixel, use these tokens:

Token	Description
{!tscode!}	Traffic source hidden token / external click id.
{!revenue!}	Conversion revenue (the full revenue amount recorded by the tracker).
{!revenueXXX!} (new)	Percent of revenue: pass a percentage of {revenue} to the partner. Replace XXX with 0–100. Example {!revenue30!} sends 30% of {revenue}.
{!target!}	Target / keyword (same as LP token).
{!subid!}	Click subid (tracker click id).
{!token1!} … {!token10!}	Extra Token 1–10 (passed to postbacks/pixels).

Example:

• for a Newsbreak campaign the Postback URL has the following format: http://business.newsbreak.com/tracking/attribute?callback={!tscode!}&event_type=sale&nb_value={!revenue!}

• to send information from CPV Lab to Newsbreak, the parameters are replaced with CPV Lab macros (wildcards): {!tscode!} for visitor id and {!revenue!} for the revenue generated by that visitor.

• You can pass the entire revenue amount or only a percentage back to the traffic source, like in the image below.

Important: Postback parameters are different for each traffic source. But the tokens used to send from the tracker information to the traffic source, are the ones in the table above.

Special checkboxes & automatic passing options

On the campaign setup page, on the "Macros & Tokens" section you will find options (checkboxes) to automatically pass certain values:

• Pass Ad Token to LP / Offer
  • Only for CPC campaigns. Appends the Ad Token parameter to LP/Offer URL using the same parameter name as received.
• Pass Extra Token 1…15 to LP / Offer
  • Forward Extra Token values (from traffic source or incoming URL) to LP/Offer using the original parameter name

These options make it easy to forward the most important tokens without writing them manually in the LP URL.

EU & Country passing (GDPR helper)

You can now pass country code and EU flag to LP / Offer URLs:

• {!mm_country_code!} — 2-letter country code (RO, US, DE).
• {!mm_iseu!} — 1 if visitor is in EU, otherwise 0

• The country code and EU flag are captured based on the IP address of visitors using the internal GeoIP detection databases.

How it works: GeoIP lookup runs on visitor IP and sets these tokens. Useful when you must show different content or consent banners for EU users.*

Automatic forwarding by base pages

The Base pages in CPV Lab | CPV One are: base, base2 and base3).

All CPV Lab base pages forward all parameters they receive (except those handled by specific options) to the next page (LP or Offer). Forwarding is unchanged; parameters are appended exactly as received.

How it behaves:

• If the incoming URL contains ?keyword=ebooks&source=web, and base.php redirects to your LP, the LP will receive keyword and source unless you explicitly block them.
• This forwarding keeps custom parameters intact and is helpful to preserve tracking tokens sent by traffic sources.

Example: full flow with tokens and automatic forwarding

• Campaign settings:

  • Target parameter: keyword (Pass target to LP → mytarget)
  • Extra Token 1 parameter: source (Pass Extra Token 1 to LP checked)
  • LP URL in campaign: http://domain.com/lp.php?subid={!subid!}&device={!sm_device_model!}

• Visitor opens campaign URL from a mobile phone http://cpvlabpro-tracking-domain/base.php?c=1&key=qqqqq&keyword=ebooks&source=web&additional=ismobile

• Resulting redirect URL to Landing Page: http://domain.com/lp.php?subid=qazwsx_1_1&device=iPhone&mytarget=ebooks&source=web&additional=ismobile

Explanation:

• subid and device were replaced (wildcards).
• mytarget added because "Pass Target to LP" was enabled.
• source passed from Extra Token 1.
• additional forwarded automatically by base.php page.

Using the {!revenueXXX!} wildcard (percent of revenue)

This new wildcard lets you send only a fraction of the recorded revenue to the traffic source or partner. Useful for revenue-share deals or if you need to send an affiliate commission instead of full revenue.

• Use {!revenueXXX!} where XXX is 0 to 100 (integer).

• send 30% commission https://partner.com/conv?click={!subid!}&commission={!revenue30!}

• if revenue = 50.00, partner receives commission = 15.00

Summary:

• Pass data from CPV Lab / CPV One to landing pages, offers and traffic sources using URL wildcards and postbacks.
• Use tokens like {!subid!}, {!mm_country_code!}, {!token1!} and the {!revenueXXX!} to send a percentage of revenue.
• Prefer server-to-server postbacks (opens new window) for reliability; test with the tracker and verify campaign url that the parameters are sent. See full token list and examples above.