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A custom parameter is a key/value tag you attach to an ad request. Adgentek stores it on the decision, the impression and the click, so you can break down your reporting by any value you send. Because you choose both the key and the value, one mechanism covers many tracking needs. For example, you can tag requests by traffic source, placement, site section, app version, campaign, test variant or partner. Each distinct value becomes its own row in your reporting, with requests, impressions, clicks and revenue split out. That lets you compare performance, run experiments and reconcile results against your own records.
Custom parameters are reporting only. They do not affect targeting, pricing or which ad is selected. Nothing you send here changes the auction.

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Sending a parameter

Pass custom either once at initialization or per request. Set it at init when the value is fixed for the page or embed — the usual case for sub-publisher attribution, where one embed serves one downstream publisher:
Pass it per call when the value varies between requests. A per-call value takes precedence over the one set at init, so you can set a default and override it:
getAd() takes the same option.
The SDK converts numbers and booleans to strings for you, so { depth: 3 } is sent as "3". Objects and arrays cannot be sent and are dropped with a warning in the browser console naming the key — so check the console if a value is not appearing in reporting.

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Registering a key

Sending a parameter is enough to have it stored and visible, but a key has to be registered before it becomes a reporting dimension you can group by. Register keys on the Custom Parameters screen in your publisher settings. Each key is scoped to your organization and has: You can have up to 10 indexed keys per organization. Keys beyond that can still be sent and stored, they just are not available to group by.
Decide the key name before you start sending traffic. The wire name is what your historical reporting is keyed on, so changing it later splits your history into two dimensions that cannot be combined. Pick one, write it down, and keep it.

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Seeing the breakdown

Once a key is registered and indexed, it appears as a dimension in the publisher Report Builder, where you can group requests, impressions, clicks and revenue by its values. Values you send before registering a key are still stored on the underlying records, but they do not appear as a reporting dimension until the key is registered.

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Guidance

  • Never send personal data. No emails, phone numbers, or user identifiers. These values are stored on every event and are visible in reporting.
  • Keep the value set bounded. One value per downstream publisher is the intended shape. A value that varies per request, such as a session or request id, produces a dimension with as many rows as you have traffic and is not usable for reporting.
  • Use lowercase names with underscores, so they stay consistent across surfaces.
  • Register before launch if you want the breakdown available from your first day of traffic.