There are more 2 that I know the is most used on Destination URL for tracking: - you can use conditional parameter to distinguish from when your ad is displayed on content network or search network: {ifcontent:content} {ifsearch:search} http://www.mydomain.com?network={ifcontent:content}{ifsearch:search} if your ad is on content network it will be like: http://www.mydomain.com?network=content There is also a parameter for the Ad ID for tracking purposes: {creative} http://www.mydomain.com?ad={creative} you will get the ad id number on 'ad' tag.