UET Parameters Table

This table contains all of the parameters you can capture with UET for pageLoad or custom events.

Full list of parameters

The following table contains all of the parameters you can capture with UET for pageLoad or custom events:

Field	Required	Description
Send with all events
ti	Yes	UET tag ID generated for you.
ver	Yes	Version of the UET tag. If doing a custom implementation, use version 2.3.
mid	Yes	A unique identifier (GUID) to uniquely identify events from a single page. If the page changes or refreshes, a new mid should be generated.
uid	No	Customer defined logged-in user ID. This ID remains the same across browsers and devices.
vid	No	Customer defined anonymous user ID.
evt	Yes	Can contain only 2 values – pageLoad or custom.
rn	Yes	Random 6-digit number which helps in handling browser cache restrictions.
msclkid	Yes	This field mitigates conversion attribution issues with Safari ITP. msclkid is generated at ad click time and appended to the landing page URL when auto-tagging of Microsoft Click ID is enabled. It should be stored in a first party cookie and sent along with other UET parameters. Format: GUID followed by extra byte indicating whether the current value is a new one (unique to that session), as in "cdd4afcccb1c9a4cad9544dd7e5006d5-1". Note: Value will have "0" appended, i.e. [GUID]-0, if the MSCLK ID is not new (read from previously set cookies). Value will have "1" appended, i.e. [GUID]-1, if the MSCLK ID is new/read from query string on the landing page . Value will have "N" appended, for example [GUID]-1N, if cookies are blocked by the browser. Full value will be "N" if cookies are blocked by the browser or no ad click information exists in cookie, and the msclkid parameter isn't in the landing page URL. Cookie name: _uetmsclkid Cookie expiration date: 90 days
Additional parameters sent with pageLoad events
p	No	URL of the page. Recommended to be populated. Mandatory if using page URL to create remarketing lists.
r	No	Referrer page URL. Mandatory if using referral page URL to create remarketing lists.
kl	No	Page title. Recommended to be populated. Used for multiple purposes like user behavior modeling and fraud detection.
tw	No	Keyword. Captures the SEO meta keywords for the current page.
Additional parameters sent with custom events
ec	No	Event category defined by the advertiser. Needed if advertiser is using custom events for conversion tracking or remarketing. Cannot be used with a page load event.
el	No	Event label defined by the advertiser. Needed if advertiser is using custom events for conversion tracking or remarketing. Cannot be used with a page load event.
ea	No	Event action defined by the advertiser. Needed if advertiser is using custom events for conversion tracking or remarketing. Cannot be used with a page load event.
ev	No	Event value defined by the advertiser. Needed if advertiser is using custom events for conversion tracking or remarketing. Cannot be used with a page load event.
pagetype	No	One of the following page types: Cart Category Home Other Product Purchase Search results Cart refers to the shopping cart page and purchase refers to the confirmation page.
prodid	No	Captures a comma separated list of product IDs that the user has viewed. Multiple product IDs are supported when the page has more than one product. The parameter is the product ID of the product on the page, unique for each item, and must match either the ID or item_group_id attribute in the product feed submitted through .
search_term	No	Search query used by the user before landing on the search results page.
ecomm_category	No	Category ID for the category browse page.
transaction_id	No	An ID that uniquely identifies each transaction.
items	No	Array containing details of products like product ID and price. To be captured on pages and events involving multiple products, eg., add to cart event, visiting the cart page, or visiting the purchase confirmation page.
gv	No	For use in conversion tracking to report variable revenue.
gc	No	Captures the currency in which revenue is reported.
Flight and travel parameters
flight_destid	No	Destination ID
flight_originid	No	Origin ID
flight_pagetype	No	Page type
flight_startdate	No	Start date
flight_enddate	No	End date
flight_totalvalue	No	Total value

Items

Items capture details of products such as product id, quantity, and price. They are captured on page views and events involving multiple products, such as the add to cart event or visiting the cart page.

Property name	Description	Example
id	Product ID	Prod123456
quantity	Product quantity	2
price	Purchase price of the item after all discounts have been applied.	25.1