Equativ (Smart AdServer) Click Macros: [countgo]

Q: What does [countgo] do in an Equativ tag?

[countgo] is Equativ's click macro in its prefix / standalone form. Place it immediately before the landing URL, or use it standalone as the click value, and Equativ expands it into the click-tracking redirect.

Q: When should I use [countgoEncoded]?

Use [countgoEncoded] when the click URL sits inside another URL's query-parameter value and therefore must be URL-encoded. Equativ documents no double-encoded token — for a click URL two redirects deep, encode manually.

Q: What is [sas_creativeClickUrl]?

An additional Equativ click token that CreativeValidator also recognizes as native alongside [countgo] and [countgoEncoded].

Q: What is Equativ's cachebuster macro?

[timestamp]. Because it is a real Equativ macro, a tag already carrying [timestamp] is cachebusted for this server — no separate cachebuster is needed.

Equativ — still "Smart AdServer" in plenty of trafficking sheets — uses square-bracket macros. Two click tokens, one cachebuster, and no double-encoded form at all. Here is which goes where, derived from Equativ's macro documentation.

The tokens, by position

Position in the tag	Token	Encoding
URL prefix (directly before the landing URL) or standalone click value	`[countgo]`	None
Inside a URL query-param value	`[countgoEncoded]`	URL-encoded
Nested two redirects deep (double encoding)	No documented token — encode manually	—
Cachebuster	`[timestamp]`	—

[countgo] leads the redirect chain: put it immediately before the landing URL, or use it alone as the click value. [countgoEncoded] is the form for a click URL riding inside another URL's query string. Equativ also documents [sas_creativeClickUrl], which CreativeValidator recognizes as a native Equativ click token as well. And because [timestamp] is a real Equativ macro, a tag that already carries it is cachebusted for this server — no separate cachebuster needed.

A correct Equativ tag

<!-- Image creative trafficked to Equativ (Smart AdServer):
     [countgo] as the URL prefix, right before the landing URL -->
<a href="[countgo]https://example.com/holiday-offers" target="_blank">
  <img src="https://cdn.example.com/creatives/holiday-300x250.jpg"
       width="300" height="250" border="0" alt="Holiday Offers" />
</a>

<!-- Click URL handed to a vendor script as a query-param value:
     the encoded form, plus the Equativ cachebuster -->
<script src="https://ad.example.net/serve.js?click=[countgoEncoded]&amp;ts=[timestamp]"></script>

The wrong-platform trap

Equativ expands only its own square-bracket tokens. Paste GAM's %%CLICK_URL_UNESC%%, a DV360 ${CLICK_URL_ENC}, or Adform's %%c1;cpdir= into a tag destined for Equativ and the platform serves the token as literal text — the ad renders, the click lands, and the reporting line stays at zero with no error anywhere. The reverse is equally silent: [countgo] means nothing to any other ad server. CreativeValidator classifies any foreign click token as WRONG PLATFORM MACRO so the mismatch is caught before trafficking.

Source and verification

Primary source: Equativ (Smart AdServer) macro documentation. These tokens are docs-derived: correct to Equativ's published documentation, but not behaviorally verified the way CreativeValidator's Google Ad Manager tokens are (those ran through a live GAM test network). Confirm in Equativ before launch.

Paste your tag — the validator renders it and tells you if clicks will actually track: native macro, unfilled placeholder, wrong-platform token, or hardcoded URL.

Test an Equativ tag now →

Every rule cites its primary source — see the Policy Studio.

FAQ

What does [countgo] do in an Equativ tag?

It is Equativ's click macro in its prefix / standalone form: placed immediately before the landing URL (or standing alone as the click value), it expands into the click-tracking redirect.

When should I use [countgoEncoded]?

When the click URL sits inside another URL's query-parameter value. There is no documented double-encoded token — for a click URL two redirects deep, encode manually.

What is [sas_creativeClickUrl]?

An additional Equativ click token, recognized by CreativeValidator as native alongside [countgo] and [countgoEncoded].

What is Equativ's cachebuster macro?

[timestamp] — and a tag already carrying it is cachebusted for this server.