Page Variables & Placeholders - ElasticFunnels.io Documentation

Page variables and placeholders allow you to dynamically insert content into your pages. They’re automatically replaced with actual values when the page is rendered, making it easy to personalize content for each visitor.

Variable Formats

Use double curly braces for variables:

Template format: {{ variable.path }} — Use a path to the value (e.g. {{ query.campaign }}, {{ customer.name }}).

This format works in HTML content and in JavaScript code. Date and time placeholders use the percent format (e.g. %DAY_NAME%, %YEAR%) as shown in the Date Variables section below.

Date Variables

Display current date and time information using these placeholders:

`%DAY_NAME%`

Full name of the day of the week. Example: “Monday”, “Tuesday”, “Wednesday”

<p>Today is %DAY_NAME%</p>
<!-- Output: Today is Monday -->

`%DAY%`

Day of the month (1-31). Example: 1, 15, 31

<p>Today is the %DAY%</p>
<!-- Output: Today is the 15 -->

`%DAY_POSTFIX%`

Ordinal suffix for the day (st, nd, rd, th). Example: “st”, “nd”, “rd”, “th”

<p>Today is the %DAY%%DAY_POSTFIX%</p>
<!-- Output: Today is the 15th -->

`%MONTH_NAME%`

Full name of the month. Example: “January”, “February”, “March”

<p>It's %MONTH_NAME%</p>
<!-- Output: It's January -->

`%MONTH%`

Month number (0-11, where 0 = January). Example: 0, 5, 11

<p>Month number: %MONTH%</p>
<!-- Output: Month number: 0 -->

`%YEAR%`

Full 4-digit year. Example: 2024, 2025

<p>Copyright %YEAR%</p>
<!-- Output: Copyright 2024 -->

`%HOUR%`

Current hour in 24-hour format (0-23). Example: 0, 14, 23

<p>Current hour: %HOUR%</p>
<!-- Output: Current hour: 14 -->

Complete Date Example

<div class="date-display">
  <p>Today is %DAY_NAME%, %MONTH_NAME% %DAY%%DAY_POSTFIX%, %YEAR%</p>
  <p>Current time: %HOUR%:00</p>
</div>
<!-- Output: Today is Monday, January 15th, 2024 -->
<!-- Output: Current time: 14:00 -->

Customer Variables

Display customer information when a customer session exists.

`%CUSTOMER_FNAME%`

Customer’s first name from session.

<p>Hello, %CUSTOMER_FNAME%!</p>
<!-- Output: Hello, John! -->

`%CUSTOMER_FNAME%,`

Customer’s first name with a trailing comma. The comma is removed if no first name is available.

<p>Welcome%CUSTOMER_FNAME%, to our store!</p>
<!-- With name: Welcome John, to our store! -->
<!-- Without name: Welcome to our store! -->

`{{ customer_name }}`

Customer’s full name. Works in both HTML and JavaScript.

<h1>Welcome, {{ customer_name }}!</h1>

<script>
  console.log('Customer: {{ customer_name }}');
</script>

Note: This variable is populated from order data. If no orders exist, it will be empty.

`{{ customer.* }}` Variables

Access detailed customer information using the {{ customer.* }} format. These variables are populated from the customer’s most recent conversion/purchase. Personal Information:

{{ customer.email }} - Customer email address
{{ customer.name }} - Full name
{{ customer.first_name }} - First name
{{ customer.last_name }} - Last name
{{ customer.phone }} - Phone number
{{ customer.country }} - Country

Address Information:

{{ customer.address }} - Street address
{{ customer.city }} - City
{{ customer.state }} - State/Province
{{ customer.zip }} - ZIP/Postal code

Billing Information:

{{ customer.billing_address }} - Billing street address
{{ customer.billing_city }} - Billing city
{{ customer.billing_state }} - Billing state
{{ customer.billing_zip }} - Billing ZIP code
{{ customer.billing_country }} - Billing country

Shipping Information:

{{ customer.shipping_address }} - Shipping street address
{{ customer.shipping_city }} - Shipping city
{{ customer.shipping_state }} - Shipping state
{{ customer.shipping_zip }} - Shipping ZIP code
{{ customer.shipping_country }} - Shipping country

Order History:

{{ customer.total_orders }} - Total number of orders
{{ customer.last_order_date }} - Date of most recent order
{{ customer.last_order_total }} - Total amount of most recent order
{{ customer.last_order_currency }} - Currency of most recent order
{{ customer.order_ids }} - Comma-separated list of order IDs

Special Variables:

{{ customer.email_hashed }} - SHA-256 hashed email (for privacy/analytics)

Customer Variable Examples

<!-- Personalization -->
<h1>Welcome back, {{ customer.first_name }}!</h1>
<p>Your email: {{ customer.email }}</p>

<!-- Address display -->
<div class="shipping-info">
  <p>{{ customer.shipping_address }}</p>
  <p>{{ customer.shipping_city }}, {{ customer.shipping_state }} {{ customer.shipping_zip }}</p>
</div>

<!-- Order history -->
<p>You have {{ customer.total_orders }} order(s)</p>
<p>Last order: {{ customer.last_order_date }}</p>

<!-- In JavaScript -->
<script>
  const customerEmail = '{{ customer.email }}';
  const orderCount = '{{ customer.total_orders }}';
</script>

Important Notes:

Customer variables require a valid customer session (email or is_customer flag)
If no session exists, customer variables are removed from the page
Variables are populated from the most recent conversion/purchase
Empty values are replaced with empty strings

Brand & System Variables

Display brand information and system-level data that’s available on all pages.

`{{ brand_name }}`

Your brand/company name.

<h1>Welcome to {{ brand_name }}</h1>
<!-- Output: Welcome to My Company -->

<footer>
  <p>{{ brand_name }} - All rights reserved</p>
</footer>

`{{ domain }}`

Current domain name.

<p>Visit us at {{ domain }}</p>
<!-- Output: Visit us at example.com -->

<a href="https://{{ domain }}">Home</a>
<!-- Output: <a href="https://example.com">Home</a> -->

`{{ click_id }}`

Click tracking ID for the current session.

<!-- Pass click ID to tracking -->
<script>
  const clickId = '{{ click_id }}';
  // Use for analytics or tracking
</script>

<!-- In URLs -->
<a href="/checkout?c={{ click_id }}">Buy Now</a>

IP & Location Variables

Access visitor IP address and location information (when available).

`{{ ip_whois.ip }}`

Visitor’s IP address.

<!-- Display IP (usually for debugging) -->
<p>Your IP: {{ ip_whois.ip }}</p>

`{{ ip_whois.country }}`

Visitor’s country based on IP geolocation.

<p>Country: {{ ip_whois.country }}</p>
<!-- Output: Country: United States -->

`{{ ip_whois.city }}`

Visitor’s city based on IP geolocation.

<p>City: {{ ip_whois.city }}</p>
<!-- Output: City: New York -->

`{{ ip_whois.region }}`

Visitor’s region/state based on IP geolocation.

<p>Region: {{ ip_whois.region }}</p>
<!-- Output: Region: New York -->

Important Notes:

IP geolocation data is approximate and may not be 100% accurate
Location data is only available when {{ ip_whois.* }} variables are used in the page
IP address is always available, but country/city/region require geolocation lookup
Use these variables responsibly and in compliance with privacy regulations

Custom Brand Variables (`{{ var.* }}`)

Access custom variables defined in your brand settings using dot notation. Format: {{ var.path.to.variable }} Default Values: {{ var.path.to.variable=default_value }} Custom brand variables are defined in your brand settings as JSON. You can access nested values using dot notation. Example Brand Variables JSON:

{
  "company": {
    "name": "My Company",
    "phone": "1-800-123-4567",
    "email": "support@example.com"
  },
  "social": {
    "facebook": "https://facebook.com/mycompany",
    "twitter": "https://twitter.com/mycompany"
  },
  "settings": {
    "shipping_days": 5,
    "return_policy": "30 days"
  }
}

Usage Examples:

<!-- Access nested values -->
<p>Company: {{ var.company.name }}</p>
<!-- Output: Company: My Company -->

<p>Phone: {{ var.company.phone }}</p>
<!-- Output: Phone: 1-800-123-4567 -->

<a href="{{ var.social.facebook }}">Facebook</a>
<!-- Output: <a href="https://facebook.com/mycompany">Facebook</a> -->

<p>Shipping: {{ var.settings.shipping_days }} days</p>
<!-- Output: Shipping: 5 days -->

Default Values: If a variable doesn’t exist, you can provide a default value:

<!-- Use default if variable doesn't exist -->
<p>Phone: {{ var.company.phone=Not available }}</p>
<!-- If var.company.phone exists: Phone: 1-800-123-4567 -->
<!-- If it doesn't exist: Phone: Not available -->

<p>Support: {{ var.support.email=support@example.com }}</p>

Important Notes:

Custom variables are defined in your brand settings
Use dot notation to access nested values
Variables work in HTML, head HTML, and JavaScript
If a variable doesn’t exist and no default is provided, you’ll see: <ef-undefined>undefined: var.path</ef-undefined>
Default values are only used when the variable is undefined

Brand Variable Examples

<!-- Footer with brand info -->
<footer>
  <div class="company-info">
    <h3>{{ brand_name }}</h3>
    <p>Domain: {{ domain }}</p>
    <p>Phone: {{ var.company.phone }}</p>
    <p>Email: {{ var.company.email }}</p>
  </div>
  
  <div class="social-links">
    <a href="{{ var.social.facebook }}">Facebook</a>
    <a href="{{ var.social.twitter }}">Twitter</a>
  </div>
  
  <p>© {{ brand_name }} %YEAR%</p>
</footer>

<!-- Tracking with click ID -->
<script>
  // Track page view
  gtag('event', 'page_view', {
    'click_id': '{{ click_id }}',
    'domain': '{{ domain }}',
    'brand': '{{ brand_name }}'
  });
</script>

Query Parameter Variables

Access URL query parameters to personalize content based on traffic source, campaigns, or other URL data.

`{{ query.* }}`

Access any query parameter from the URL. Format: {{ query.parameter_name }} Example URL: https://yoursite.com/page?aff_id=123&source=facebook

<p>Affiliate ID: {{ query.aff_id }}</p>
<!-- Output: Affiliate ID: 123 -->

<p>Source: {{ query.source }}</p>
<!-- Output: Source: facebook -->

`{{ queryparams }}`

Get the complete query string for use in URLs.

<a href="/checkout?{{ queryparams }}">Checkout</a>
<!-- Output: <a href="/checkout?aff_id=123&source=facebook">Checkout</a> -->

Query Parameter Examples

<!-- Track affiliate -->
<p>Referred by: {{ query.aff_id }}</p>

<!-- Campaign tracking -->
<div data-campaign="{{ query.utm_campaign }}">
  Campaign content
</div>

<!-- Pass parameters to checkout -->
<a href="/checkout?{{ queryparams }}">Buy Now</a>

<!-- Conditional content based on parameter -->
<script>
  const source = '{{ query.source }}';
  if (source === 'email') {
    // Show email-specific content
  }
</script>

Important Notes:

Query parameters are case-sensitive
If a parameter doesn’t exist, the variable is replaced with an empty string
All query parameter values are automatically escaped for security
Unused query parameter variables are cleaned up automatically

Request & device context

Request and device fields are available in the backend template engine (server-side). They use the same data as Script Rule, so you can show or hide content by device, customer status, referrer, and merchant. Use request.* in conditions and output, or is_mobile / is_tablet at the top level (same names as in script rules).

In template conditionals (`@if`)

@if(request.is_mobile)
  <p>You're on mobile — tap here to buy.</p>
@endif

@if(request.is_mobile)
  <!-- mobile -->
  <div class="mobile-cta">Tap to buy</div>
@else
  <!-- desktop -->
  <div class="desktop-cta">Click to buy</div>
@endif

@if(is_mobile && !is_tablet)
  <p>Phone-only offer.</p>
@endif

@if(request.is_customer)
  <p>Welcome back!</p>
@endif

In output (`{{ }}`)

<p>Device: {{ request.device.type }}</p>
<p>Mobile: {{ request.is_mobile }}</p>
<p>Referrer: {{ request.referrer }}</p>

Available request fields

Variable	Type	Description
`request.is_mobile`	Boolean	Visitor is on a mobile device
`request.is_tablet`	Boolean	Visitor is on a tablet
`request.device`	Object	Device info: `type`, `user_agent`, `vendor`, `model`, `os`, `browser` (name/version)
`request.query`	Object	URL query parameters (same as `{{ query.* }}`)
`request.is_customer`	Boolean	Visitor has made a purchase
`request.referer` / `request.referrer`	String	Referrer URL
`request.merchant_code`	String	Active payment processor code (e.g. `buygoods`, `stripe`)

Top-level parity with script rules

For the same naming as in Script Rule, is_mobile and is_tablet are also available at the top level (no request. prefix):

@if(is_mobile)
  <div class="mobile-cta">...</div>
@endif

Variable Usage Tips

Combining Variables

You can combine multiple variables for rich personalization:

<p>Hello %CUSTOMER_FNAME%, today is %DAY_NAME%, %MONTH_NAME% %DAY%%DAY_POSTFIX%</p>
<!-- Output: Hello John, today is Monday, January 15th -->

Conditional Display

Use variables with CSS or JavaScript for conditional display:

<!-- Hide if no customer name -->
<div id="welcome" style="display: {{ customer.name ? 'block' : 'none' }}">
  Welcome, {{ customer.name }}!
</div>

<!-- JavaScript conditional -->
<script>
  if ('{{ customer.email }}') {
    console.log('Customer logged in');
  }
</script>

Security Considerations

All variable values are automatically escaped to prevent XSS attacks
Customer data is only shown to authenticated customers
Query parameters are sanitized before use
Empty variables are safely removed

Performance

Variables are replaced server-side during page rendering
No client-side processing required
Variables that don’t exist are efficiently removed

Troubleshooting

Variables Not Showing

Issue: Variable appears as literal text (e.g., %DAY_NAME% instead of “Monday”) Solutions:

Check spelling and case sensitivity
Ensure you’re using double curly braces: {{ variable.path }}
Verify the variable name matches exactly

Customer Variables Empty

Issue: {{ customer.* }} variables are empty or removed Solutions:

Ensure visitor has a customer session (email or is_customer flag)
Check that customer has made at least one purchase
Verify the variable name is correct

Query Parameters Not Working

Issue: {{ query.* }} variables are empty Solutions:

Verify the parameter exists in the URL
Check parameter name spelling (case-sensitive)
Ensure the URL includes ?parameter=value format

Order Tag - Display customer order history
Product Item Tag - Display product listings
Collection Item Tag - Display collection entries

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Frontend Template Engine

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Backend Scripts

​Variable Formats

​Date Variables

​%DAY_NAME%

​%DAY%

​%DAY_POSTFIX%

​%MONTH_NAME%

​%MONTH%

​%YEAR%

​%HOUR%

​Complete Date Example

​Customer Variables

​%CUSTOMER_FNAME%

​%CUSTOMER_FNAME%,

​{{ customer_name }}

​{{ customer.* }} Variables

​Customer Variable Examples

​Brand & System Variables

​{{ brand_name }}

​{{ domain }}

​{{ click_id }}

​IP & Location Variables

​{{ ip_whois.ip }}

​{{ ip_whois.country }}

​{{ ip_whois.city }}

​{{ ip_whois.region }}

​Custom Brand Variables ({{ var.* }})

​Brand Variable Examples

​Query Parameter Variables

​{{ query.* }}

​{{ queryparams }}

​Query Parameter Examples

​Request & device context

​In template conditionals (@if)

​In output ({{ }})

​Available request fields

​Top-level parity with script rules

​Variable Usage Tips

​Combining Variables

​Conditional Display

​Security Considerations

​Performance

​Troubleshooting

​Variables Not Showing

​Customer Variables Empty

​Query Parameters Not Working

​Related Documentation

Variable Formats

Date Variables

`%DAY_NAME%`

`%DAY%`

`%DAY_POSTFIX%`

`%MONTH_NAME%`

`%MONTH%`

`%YEAR%`

`%HOUR%`

Complete Date Example

Customer Variables

`%CUSTOMER_FNAME%`

`%CUSTOMER_FNAME%,`

`{{ customer_name }}`

`{{ customer.* }}` Variables

Customer Variable Examples

Brand & System Variables

`{{ brand_name }}`

`{{ domain }}`

`{{ click_id }}`

IP & Location Variables

`{{ ip_whois.ip }}`

`{{ ip_whois.country }}`

`{{ ip_whois.city }}`

`{{ ip_whois.region }}`

Custom Brand Variables (`{{ var.* }}`)

Brand Variable Examples

Query Parameter Variables

`{{ query.* }}`

`{{ queryparams }}`

Query Parameter Examples

Request & device context

In template conditionals (`@if`)

In output (`{{ }}`)

Available request fields

Top-level parity with script rules

Variable Usage Tips

Combining Variables

Conditional Display

Security Considerations

Performance

Troubleshooting

Variables Not Showing

Customer Variables Empty

Query Parameters Not Working

Related Documentation