As a Self-Service Advertiser, you can use the following variables (dynamic tags/tokens) to track interesting data through your URL and your own tracking system:
{zoneid} - ID of the ad zone where the ad is displayed
${SUBID} - Unique ID for tracking conversions
{cost} - allows to track impressions/click cost
{campaignid} - allows to refer data by campaign ID
{os} - allows to track data by OS
{os_version} - allows to track data by OS version
{device} - allows to track data by device
{browser} - allows to track data by browser
{browser_lang} - allows to track data by browser language
{connection_type} - allows to track data by connection type (3G\WIFI\Both)
{carrier} - allows to track data by ISP (carrier)
{geo} - allows to track data by countries
{state} - allows to track data by states
{city} - allows to track data by cities
{cohort} - allows to track data by user activity
{pn_type} - allows to track data by push-notification type (In-Page Push or Push Notification)
{bannerid} - allows to track data for each creative