Variables (JavaScript)

With Adform variables, you can pass additional information, such as sales, order IDs, product names, or other values, through the tracking point. This data is then sent together with the default information collected, such as browser type, operating system, or screen size.

The data is sent to Adform servers and you can retrieve it to use for retargeting or analytics purposes.

Order and Product Level Variables

You can pass variables either on order level (single value) or product level (multiple values).

Order Level

Use order-level variables for values that are unique to each activation and pass a single value at a time, such as the order ID or the total sales amount of a purchase made. You need to define such variables in the scope of the order object.

Example of a tracking code with order-level variables

<!-- Adform Tracking Code BEGIN -->
<script type="text/javascript">
    window._adftrack = Array.isArray(window._adftrack) ? window._adftrack : (window._adftrack ? [window._adftrack] : []);
    window._adftrack.push({
        HttpHost: '{trackingSubdomain}.adform.net',
        pm: {trackingID},
        divider: encodeURIComponent('|'),
        pagename: encodeURIComponent('Example tracking point'),
        order: { 
            sales: {insert_sales_value_here},
            orderid: '{insert_order_id_value_here}'
        }
    });
    (function () { var s = document.createElement('script'); s.type = 'text/javascript'; s.async = true; s.src = 'https://s2.adform.net/banners/scripts/st/trackpoint-async.js'; var x = document.getElementsByTagName('script')[0]; x.parentNode.insertBefore(s, x); })();

</script>
<noscript>
    <p style="margin:0;padding:0;border:0;">
        <img src="https://track.adform.net/Serving/TrackPoint/?pm={trackingID}&ADFPageName=Example%20tracking%20point&ADFdivider=|" width="1" height="1" alt="" />
    </p>
</noscript>
<!-- Adform Tracking Code END -->

Product Level

Use product-level variables to pass information about each individual item, such as product cart details. You need to define such variables in the itms array, which should be added to the order object.

Example of a tracking code with product name, ID, and sales variables

<!-- Adform Tracking Code BEGIN -->
<script type="text/javascript">
    window._adftrack = Array.isArray(window._adftrack) ? window._adftrack : (window._adftrack ? [window._adftrack] : []);
    window._adftrack.push({
        HttpHost: '{trackingSubdomain}.adform.net',
        pm: {trackingID},
        divider: encodeURIComponent('|'),
        pagename: encodeURIComponent('Example tracking point'),
        order: { 
            itms: [{
                productname: '{insert_product_name_value_here}',
                productid: '{insert_product_id_value_here}',
                productsales: {insert_product_sales_value_here}
            }]
        }
    });
    (function () { var s = document.createElement('script'); s.type = 'text/javascript'; s.async = true; s.src = 'https://s2.adform.net/banners/scripts/st/trackpoint-async.js'; var x = document.getElementsByTagName('script')[0]; x.parentNode.insertBefore(s, x); })();

</script>
<noscript>
    <p style="margin:0;padding:0;border:0;">
        <img src="https://track.adform.net/Serving/TrackPoint/?pm={trackingID}&ADFPageName=Example%20tracking%20point&ADFdivider=|" width="1" height="1" alt="" />
    </p>
</noscript>
<!-- Adform Tracking Code END -->

If you need to pass several items, create additional items in the array.

Example of a part of a tracking code with additional items in the array

itms: [{
    productname: '{insert_product_1_name_value_here}',
    productid: '{insert_product_1_id_value_here}',
    productsales: {insert_product_1_sales_value_here}
},{
    productname: '{insert_product_2_name_value_here}',
    productid: '{insert_product_2_id_value_here}',
    productsales: {insert_product_2_sales_value_here}
},{
    productname: '{insert_product_3_name_value_here}',
    productid: '{insert_product_3_id_value_here}',
    productsales: {insert_product_3_sales_value_here}
}]

Example of a tracking code with order and product variables

<!-- Adform Tracking Code BEGIN -->
<script type="text/javascript">
    window._adftrack = Array.isArray(window._adftrack) ? window._adftrack : (window._adftrack ? [window._adftrack] : []);
    window._adftrack.push({
        HttpHost: '{trackingSubdomain}.adform.net',
        pm: {trackingID},
        divider: encodeURIComponent('|'),
        pagename: encodeURIComponent('Example tracking point'),
        order: { 
            sales: {insert_sales_value_here},
            orderid: '{insert_order_id_value_here}',
            itms: [{
                productname: '{insert_product_name_value_here}',
                productid: '{insert_product_id_value_here}',
                productsales: {insert_product_sales_value_here}
            }]
        }
    });
    (function () { var s = document.createElement('script'); s.type = 'text/javascript'; s.async = true; s.src = 'https://s2.adform.net/banners/scripts/st/trackpoint-async.js'; var x = document.getElementsByTagName('script')[0]; x.parentNode.insertBefore(s, x); })();

</script>
<noscript>
    <p style="margin:0;padding:0;border:0;">
        <img src="https://track.adform.net/Serving/TrackPoint/?pm={trackingID}&ADFPageName=Example%20tracking%20point&ADFdivider=|" width="1" height="1" alt="" />
    </p>
</noscript>
<!-- Adform Tracking Code END -->

Custom Variables

Adform variables can have predefined names, such as Sales or Order ID, or custom names that you can rename in the Adform platform.

You can use these variables to pass values at the order level or product level:

• svn1 and svn2: Can pass only a real number (integer), which you can use later to create custom reports.

• sv(x): Can pass any kind of a string and can vary up to sv96. You can use these variables only at the order level.

• var(x) (such as var1, var2): Can pass any kind of string and they can vary up to var10. You can use these variables only at the order level.

Example of a part of a tracking code with custom variables

order: {
    svn1: {insert_svn1_value_here},
    sv1: '{insert_sv1_value_here}',
    var1: '{insert_var1_value_here}',
    itms: [{
        svn2: {insert_svn2_value_here},
        sv2: '{insert_sv2_value_here}'
    },{
        svn2: {insert_svn2_value_here},
        sv2: '{insert_sv2_value_here}'
    }]
}

Adform supports the following variables:

Name	JS Variable Name	Used In	Value	Decoded Parameter Name	Report Type
Order-Level Variables
Sales	sales	Order	Real number	sl	Custom reports
Order ID	orderid	Order	String	id	Data exports
Currency	currency	Order	String	cur	Custom reports
Basket size	basketsize	Order	String	bsz	Custom reports
Gender	gender	Order	String	gen	Custom reports
Age group	agegroup	Order	String	age	Custom reports
Country	country	Order	String	cntr	Custom reports
Product-Level Variables
Product name	productname	Product	String	pnm	Custom reports
Product sales	productsales	Product	Real number	psl	Custom reports
Product ID	productid	Product	String	pid	Custom reports
Product category	categoryname	Product	String	pgr	Custom reports
Product category ID(DCO)	categoryid	Product	String	cid	N/A
Product count	productcount	Product	Integer	pcnt	Custom reports
Weight (DCO weight in rotation)	weight	Product	Integer	weight	N/A
Step (DCO view, basket, or purchase event)	step	Product	Integer	step	N/A
Custom Variables
var1 … var10	var1 … var10	Order	String	var1 … var10	Data exports
sv1 … sv7	sv1 … sv7	Both	String	sv1 … sv7	Custom reports
sv8 … sv96	sv8 … sv96	Both	String	sv8 … sv96	Data exports
svn1 and svn2	svn1 and svn2	Both	Real number	svn1 and svn2	Custom reports
sv97... sv255	sv97... sv255	Both	String	sv97... sv255	DMP
svn3... svn255	svn3... svn255	Both	Real number	svn3... svn255	DMP

Check Implementation

After you implement a tracking point, to check if it was activated, you can use Adform Site Tracking Helper extension for Chromium-based browsers.

Alternatively, you can check network requests via the browser’s developer tools:

Successful activation will result in a tracking point network request, which contains the tracking setup ID, tracking point name, and other information sent.

Javascript variables are encoded in Base 64 function before sending the tracking point request to Adform servers where the data is decoded.

Example of a Request URL

https://track.adform.net/Serving/TrackPoint/?pm=520801&ADFPageName=Example%20tracking%20point&ADFdivider=%7C&ord=896447548360&Set1=en-US%7Cen-US%7C1600x900%7C24&ADFtpmode=2&itm=eyJzbCI6NjAsImlkIjoiMTIzNDUiLCJpdG1zIjpbeyJwbm0iOiJQcm9kdWN0IEEiLCJwc2wiOjQwfSx7InBubSI6IlByb2R1Y3QgQiIsInBzbCI6MjB9XX0&loc=http%3A%2F%2Fsite.adform.com%2F

The variables are sent in the itm property:

eyJzbCI6NjAsImlkIjoiMTIzNDUiLCJpdG1zIjpbeyJwbm0iOiJQcm9kdWN0IEEiLCJwc2wiOjQwfSx7InBubSI6IlByb2R1Y3QgQiIsInBzbCI6MjB9XX0

Decoding this value from Base 64 outputs in the variables and values which were passed:

{"sl":60,"id":"12345","itms":[{"pnm":"Product A","psl":40},{"pnm":"Product B","psl":20}]}

If you need additional information or support, contact the Site Tracking team ([e-mail]).