Pontiac supports dynamic macros and query string parameters that allow additional data to be passed when ads, trackers, or Pixels are served or fired.

These values can be used with supported third-party Creative tags, Trackers, and Pixels for tracking, measurement, attribution, and reporting.

The Macros documentation includes:

• Supported Macros: Complete list of Pontiac-supported macros and the value each macro returns.
• Creative Macros: Guidance and examples for using supported macros in third-party Creative tags and tracker URLs, including click tracking and cache-busting.
• Pixel Macros:Guidance for adding query string parameters to Pontiac Pixels to pass additional conversion and site data, including Order ID, Order Amount, Consumer ID, GDPR values, and Custom Variables.

Availability of values used in Creative tags and trackers may depend on the information provided in the applicable bid request. Pixel query string values must be populated by the website or implementation when the Pixel fires.