Parameters are labels, or key names,
for values you need in order to run some campaigns and tests.
Often the parameters and values correlate to your
company's customer or merchandising database. Your Web site may already be
using parameters. Parameters and values passed during a visitor's session can
be used to support these Test&Target features:
Targeting or displaying unique content (on-site or off-site display ads) to
Filtering campaign and test reports by visitor segments.
the algorithms for Automated Product Suggestions.
Reporting sales, Average Order Value (AOV) or Revenue Per Visitor (RPV) for
or revenue per page impression or click, useful for tracking display ad costs
or income from your ad publishing incomes.