Understanding Ribeye Macros

Implementation Notes

• Macros are case-sensitive and should be surrounded by double curly brackets on both sides to be properly recognized. For example, the macro COW should be represented in the creative as {{COW}}, not {{Cow}}.

Conversion Macros 

What is Tag Id?

• What it means: A unique identifier for the tag, automatically generated.
• What you need to do: Do not edit.

What is Buzz Key?

• What it means: A unique identifier for the organization instance, automatically generated.
• What you need to do: Do not edit.

What is Value?

• What it means: The value assigned to a conversion. For example, if set to 30, the conversion will be counted with a value of 30. If not provided, the default value from the Buzz event setup is used.
• What you need to do:
  • Leave it blank to use the default value.
  • Or set it dynamically at conversion time by passing a number (either static or via code/CMS macros).

What is Segment Key?

• What it means: A unique ID that places the user into a specific segment after conversion. Typically defined when the event is created.
• What you need to do: Do not edit.

What is Order?

• What it means: The number of items purchased in the conversion. For example, if set to 2, the conversion will be counted as two items. If omitted, the default from the Buzz event is used.
• What you need to do:
  • Leave it blank to use the default.
  • Or dynamically pass a number at conversion time (via static value, code, or CMS macro).

What is Ord?

• What it means: A random number used to prevent browser caching of the conversion event.
• What you need to do: Replace [CACHEBUSTER] with a randomly generated number at runtime.

Video Macros

What is AD-ID?

• What it means: Universal creative identifier supported by Ad-ID.
• What you need to do: Use if your creative has an Ad-ID; otherwise optional.

What is AGE?

• What it means: User’s age as reported by the exchange.
• What you need to do: No action; auto-populated.

What is AUCTION_ID?

• What it means: Unique ID for each bid request, used to link impressions, clicks, and conversions.
• What you need to do: No action; auto-populated.

What is BID_TIME_UTC?

• What it means: Timestamp of the bid in UTC (YYYY-MM-DD HH:MM:SS), URL-escaped.
• What you need to do: No action.

What is CACHEBUSTER?

• What it means: Random number used to prevent caching.
• What you need to do: Replace with a runtime-generated random number.

What are user identity macros (ANDROID_ID, IOS_ID, USER_ID, etc.)?

• What they mean: Device/user identifiers (mobile IDs or cookies), sometimes hashed or encoded.
• What you need to do: No manual input; ensure privacy compliance if using downstream.
• Example: USER_ID_SHA1 is a hashed version used for postbacks.

What are privacy macros (DNT, GDPR, US_PRIVACY_STRING)?

• What they mean: Signals indicating tracking preferences and legal compliance (GDPR, CCPA).
• What you need to do: Respect these flags in tracking and data usage logic.

What are IP and user agent macros?

• Includes: IP_ADDRESS, IP_ADDRESS_ESC, USER_AGENT, etc.
• What they mean: Encoded or escaped device/network details, sometimes anonymized under GDPR.
• What you need to do: No action; handle carefully if decoding or storing.

What are advertiser and campaign macros?

• Includes: ADVERTISER_ID, CAMPAIGN_ID, CREATIVE_ID, LINE_ITEM_ID, and their _ALT or _NAME versions.
• What they mean: IDs and names for advertiser, campaign, creative, and line items.
• What you need to do: No action; used for reporting and tracking.

What are app and site macros?

• Includes: APP_BUNDLE, APP_NAME, SITE_ID, DOMAIN, PAGE.
• What they mean: Information about where the ad was served (app or website).
• What you need to do: No action; useful for analytics or targeting.

What are inventory and exchange macros?

• Includes: EXCHANGE_HANDLE, INVENTORY_SOURCE, DEAL_ID.
• What they mean: Identify the exchange or deal associated with the impression.
• What you need to do: No action.

What are geo macros?

• Includes: CITY_CODE, COUNTRY_CODE, REGION, ZIP_CODE, LAT, LONG.
• What they mean: Location data for the user/device (may be truncated for privacy).
• What you need to do: No action; use for reporting or targeting if needed.

What are device macros?

• Includes: DEVICE_MAKE, DEVICE_MODEL, DEVICE_TYPE, PLATFORM_OS, PLATFORM_OS_VERSION, PLATFORM_CARRIER.
• What they mean: Information about the user’s device and operating system.
• What you need to do: No action.

What is AUTOPLAY_BLOCKED?

• What it means: Indicates if autoplay is blocked (1 = yes, 0 = no).
• What you need to do: Optional; can inform video behavior.

What is REWARDED?

• What it means: Indicates if the impression is for rewarded video.
• What you need to do: No action.

What are video event macros?

• Includes: EVENT_START_URL, EVENT_COMPLETE_URL, EVENT_Q1_URL, etc.
• What they mean: URLs used to track video playback milestones and interactions.
• What you need to do: Ensure these URLs are included in video creatives where tracking is required.

What are player size macros?

• Includes: PLAYER_HEIGHT, PLAYER_WIDTH.
• What they mean: Dimensions of the video player.
• What you need to do: No action.

What are click macros?

• Includes: CLICK_URL, CLICK_DESTINATION, CLICK_TRACKING_URL, CLICK_URL_ESC.
• What they mean: Handle click-through behavior and tracking.
• What you need to do:
  • Use CLICK_URL for standard click handling.
  • Use escaped versions when redirect chains require it.
• Example: A creative might wrap its landing page inside CLICK_URL so both tracking and redirect happen correctly.

What are URL escaping macros?

• Includes: NUM_DEST_URL_ESCAPES, NUM_DEST_URL_ESC_ESCAPES.
• What they mean: Control how many times a destination URL is escaped for compatibility with ad servers.
• What you need to do: Use alongside click macros if required by your ad server.