On this page you'll not only find an overview of all macros available for Reddit's advertising platform, but you'll also find an explanation as to what purpose they serve. If you're unfamiliar with the topic of URL macros, this guide is a good place to start your journey to successful ad tracking via UTM parameters.
Aa
The ad ID is the unique identifier of an ad. Each ad has a unique ID by design.
Captures the name of the ad. If the ad name is changed after the ad's publication, the macro will pull the updated ad name.
The ad group ID is the unique identifier of an ad group. Each ad group has a unique ID by design.
Captures the name of the ad group. If the ad group name is changed after its publication, the macro will pull the updated ad group name.
The Advertiser ID of the Reddit account behind the ad. The Advertiser ID is structured in the following way: t2_2abc03r6.
Captures the iOS Identifier for Advertisers (IDFA) or Android Google Advertising ID (GAID). Both the IDFA and the GAID are device identifiers for anonymous ad tracking. From iOS14 onwards, IDFA access is restricted in that websites and apps are required to obtain prior permission by the user.
Captures the Android Google Advertising ID, GAID for short. The Android GAID is a device identifier for anonymous ad tracking.
Cc
The cache buster value is the current UNIX or system timestamp. It serves as a unique identifier for an impression, in that it helps to reduce impression counting discrepancies between Reddit Ads and any third-party partners. Adding this macro makes sense when working with a supported third-party partner who supports this macro, e.g., Google's Campaign Manager 360.
The campaign ID is the unique identifier of a campaign. Each campaign has a unique ID by design.
Reddit generates a unique identifier for every click associated with an ad.
The country of the user. Reddit uses the 2-letter ISO country codes of each country, for example AU for Australia. A list of all country codes can be found here.
Captures the height of a native ad post in pixel.
Captures the width of a native ad post in pixel.
Dd
The device type of the user. Reddit uses the following abbreviations: PHN for mobile phone, TAB for tablet, DSK for desktop, UNWN for unknown. The device group value is generated in the following pattern: devgrp,DSK.
Captures whether a user has opted out of their advertising ID being distributed. The value is either 1 (true) or 0 (false).
Ii
Captures the iOS Identifier for Advertisers (IDFA). The iOS IDFA is a device identifier for anonymous ad tracking. From iOS14 onwards, IDFA access is restricted in that websites and apps are required to obtain prior permission by the user.
Oo
The operating system of the user's device, such as Windows, Linux, macOS, iOS or Android. The os group value is generated in the following pattern: osgrp,WINDOWS.
Pp
The platform the user is on, such as mobile (Reddit abbreviation: MBL) or desktop (DSK). The platform group value is structured like this: plt,MBL.
The unique identifier of a post on Reddit. The post ID is structured as follows: t3_6lebsh.
The companies responsible for developing the macros listed across this website may change their functionality at any time. We have no control over this and cannot guarantee the accuracy of any information regarding macros across this website.