Key-values

If you are using the GAM Email AdServer product, you can use one of the existing supported key-values for targeting purposes, or add your own.

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Key-value configuration in GAM

Please make sure to configure the key-values you want to use in the “Key-values” section under the Inventory tab in GAM in order use them for targeting or reporting in your line items.

Default key-values

The following key-values are automatically passed through to GAM. The values are passed in lowercase.

🌐 Geo-targeting

🎯 Proxy targeting

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Limitations for proxy traffic

For Proxy traffic, the following fields will not be set as the data is of unknown accuracy:

• pi_geo_regioncode
• pi_geo_city
• pi_geo_postalcode
• pi_geo_metrocode

pi_geo_country will be set but may be inaccurate depending on the on the proxy.

Custom key-values

We support two types of key-value targeting in Google Ad Manager (GAM): static (backend-applied) and dynamic (front-end passed via URL). Understanding the difference is critical for proper targeting and troubleshooting.

1. Static Key-Values (Backend-Defined)

These are applied during ad setup on our side and are not passed via the URL.

• Commonly used for fixed attributes like position oe newsletter (e.g., pos=1, pos=2, etc.)
• These key-values become part of the ad request
• Use these in GAM for precise targeting where the values do not change between requests
• Example:
  • Ad slot "Top Banner" is always pos=1
  • GAM can target pos=1 for premium sponsorships

Note: You cannot modify static key-values through your image or click URLs. They must be coordinated with your account manager.

2. Dynamic Key-Values (Front-End via URL)

These are custom values passed via query parameters in the ad image and click URLs, using the dfp_ prefix.

• Common for attributes like day of week or campaign ID
• These values are extracted directly from the ad request URL
• Useful for passing contextual targeting values at runtime

How to Pass a Dynamic Key-Value

1. Add a query parameter to the image and click URL with the prefix dfp_
2. In GAM, target the key without thedfp_ prefix

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Key-value configuration in GAM

The dfp_ prefix is stripped off when passing the key-value. On the GAM side, you must use the name of the key without that prefix i.e if the query parameter is dfp_<key>, the key-value to configure in GAM will be <key> without the prefix.

Example

To target a day of the week:

• Attached to URL:
  dfp_dayofweek=<value> (for example sunday)
• In GAM:
  Target key: dayofweek Target value: sunday

Summary Table

Reporting

In order for the key-values to appear in reports, they must be marked as reportable.

Under Inventory / Key-values, edit the key-values you want to make reportable and select "Dynamic" and "Include values in reporting".

When running reports, you can add the Key-values dimension under Inventory

You can also optionally filter to a specific key-value

Custom reporting dimensions

If you want to use a specific key value as a custom dimension in reports, it needs to be pre-defined. Note that there is a limit of 200 values per key and this also counts against the total values limit in your account. Below are preset values for some of our key-values to help you set up your account.