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Types of placeholdersDefault placeholdersPHP Environmental VariablesPre-lander PlaceholdersPlaceholders from URL ParametersExamples of integration with other platformsMGIDTaboolaIREV
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Templates (Landers, Pre-landers, White Pages)

Setting up placeholders

Edited

Placeholders allow for dynamically changing the contents of a template based on one or more of the following factors.

  • The query parameters passed to the campaign URL.

  • Campaign-level variables.

  • System-level variables (e.g., the user’s IP address).

When a page loads, all placeholders in the corresponding template are replaced with their actual values.

Placeholder usage

Placeholders can be used in any HTML, JavaScript or PHP files where their values would be accepted by the template source code. Placeholder values are passed as strings and cannot be used with incompatible data types (e.g., complex objects).

Tip

Think of placeholders as reusable pieces of content. Whenever a placeholder is used several times in a template, the system substitutes the same values in its place.

Types of placeholders

There are two types of placeholders in Eversend.

Default placeholders

Default placeholders include information about the click, the lead and campaign-level parameters.

To add a default placeholder to a template, simply copy and paste its notation from the table below.

Human-Readable Name

Placeholder Notation

Click ID

{{*clickid}}

Hash

{{*queue.hash}}

IP

{{*queue.ip}}

User Agent

{{*queue.user_agent}}

VPN

{{*queue.vpn}}

Is Crawler

{{*queue.is_crawler}}

Campaign ID

{{*queue.campaign_id}}

Domain

{{*queue.domain}}

Path

{{*queue.path}}

Domain Identity

{{*queue.domain_identity}}

Adspect Crawler

{{*queue.adspect_crawler}}

Palladium Crawler

{{*queue.palladium_crawler}}

System Crawler

{{*queue.system_crawler}}

Device Model

{{*queue.model}}

Is Mobile

{{*queue.is_mobile}}

Os

{{*queue.os}}

Platform

{{*queue.platform}}

Browser Name

{{*queue.browser_name}}

Browser Version

{{*queue.browser_version}}

City

{{*queue.city}}

Country

{{*queue.country}}

Region

{{*queue.region}}

Timezone

{{*queue.timezone}}

Campaign Name

{{*queue.campaign_name}}

Template Name

{{*queue.template_name}}

Lander UUID

{{*queue.lander_id}}

info

Note that the {{*clickid}} placeholder corresponds to the click_id parameter automatically added by Eversend to a postback link used for integrating with affiliate networks and other platforms.

Inside a template, this template has to be passed to a parameter that is used in place of click_id by a specific affiliate network/advertising platform. Only then can the network/parameter record the click in the system and then use a postback link to signal Eversend about a successful conversion.

PHP Environmental Variables

Eversend exposes the $_SERVER array as a a placeholder. It can be used as follows.

<?php
$serverIp = !empty($_SERVER['X_SERVER_ADDR'])
     ? $_SERVER['X_SERVER_ADDR']
     : $_SERVER['HTTP_X_SERVER_ADDR'];

echo "Hosting server IP: " . $serverIp;
?>

Info

The specific keys in the $_SERVER array may depend on the server configuration.

In addition, other server-side arrays (such as $_GET) are also available to placeholders.

Info

The system teplaces PHP placeholders before running the template code.

Pre-lander Placeholders

Eversend provides the {{*offer_url}} placeholder for campaigns that use both a pre-lander template and a lander template.

In this case, {{*offer_url}} will be automatically substituted with the URL of the lander as shown in the below example.

<a href="{{*offer_url}}">Go to the Next Step</a>

Placeholders from URL Parameters

Placeholders can also reference system-level or custom URL parameters defined in workplace settings or in various traffic sources. Note that these parameters have to added to a campaign link for the templates used in this campaign to be able to access the related placeholders.

These placeholders can be accessed using the {{*query.PARAMETER_NAME}} notation, where PARAMETER_NAME is the query key name assigned to the parameter during campaign creation.

<p>You are seeing page number {{*query.page_number}}</p>

Tip

In some cases, the values of URL parameters may include special characters. When accessing these values in a placeholder, make sure to ‘sanitize’ them first.

Examples of integration with other platforms

The below examples illustrate how custom click IDs from various advertisement suites can be used in campaign templates.

MGID
<!doctype html>
<html lang="en">
<meta charset="utf-8">
<meta name="viewport" content="width=device-width,initial-scale=1">
<title>AcmeBoost — Promo</title>
<body>
  <header>
    <h1>AcmeBoost</h1>
    <p>Simple landing. One clear offer.</p>
  </header>

  <main>
    <h2>Get 20% off today</h2>
    <p>Launch faster, sell more.</p>

    <form action="https://merchant.example/checkout?click_id={{*query.external_id}}" method="get">
      <button type="submit">Claim 20% Off</button>
    </form>

    <p><a href="https://merchant.example/checkout?click_id={{*query.external_id}}">Prefer a plain link?</a></p>

    <blockquote>“Set up in minutes. It works.” — Taylor</blockquote>
  </main>

  <footer><small>© 2025 AcmeBoost</small></footer>
</body>
</html>
Taboola
<!doctype html>
<html lang="en">
<meta charset="utf-8">
<meta name="viewport" content="width=device-width,initial-scale=1">
<title>AcmeBoost — Promo</title>
<body>
  <header>
    <h1>AcmeBoost</h1>
    <p>Simple landing. One clear offer.</p>
  </header>

  <main>
    <h2>Get 20% off today</h2>
    <p>Launch faster, sell more.</p>

    <form action="https://merchant.example/checkout?click_id={{*query.tracking_id}}&tracking_type={{*query.tracking_type}}" method="get">
      <button type="submit">Claim 20% Off</button>
    </form>

    <p><a href="https://merchant.example/checkout?click_id={{*query.tracking_id}}&tracking_type={{*query.tracking_type}}">Prefer a plain link?</a></p>

    <blockquote>“Set up in minutes. It works.” — Taylor</blockquote>
  </main>

  <footer><small>© 2025 AcmeBoost</small></footer>
</body>
</html>

IREV

<!doctype html>
<html lang="en">
<meta charset="utf-8">
<meta name="viewport" content="width=device-width,initial-scale=1">
<title>AcmeBoost — Promo</title>
<body>
  <header>
    <h1>AcmeBoost</h1>
    <p>Simple landing. One clear offer.</p>
  </header>

  <main>
    <h2>Get 20% off today</h2>
    <p>Launch faster, sell more.</p>

    <form action="https://merchant.example/checkout?hash={{*query.hash}}" method="get">
      <button type="submit">Claim 20% Off</button>
    </form>

    <p><a href="https://merchant.example/checkout?hash={{*query.hash}}">Prefer a plain link?</a></p>

    <blockquote>“Set up in minutes. It works.” — Taylor</blockquote>
  </main>

  <footer><small>© 2025 AcmeBoost</small></footer>
</body>
</html>
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