diff --git a/adserver/api/mixins.py b/adserver/api/mixins.py
index 110345aa..bb2c0a70 100644
--- a/adserver/api/mixins.py
+++ b/adserver/api/mixins.py
@@ -57,5 +57,8 @@ def finalize_response(self, request, response, *args, **kwargs):
             response["X-Adserver-Country"] = str(request.geo.country)
             response["X-Adserver-Region"] = str(request.geo.region)
             response["X-Adserver-Metro"] = str(request.geo.metro)
+            response["X-Adserver-Continent"] = str(request.geo.continent)
+            response["X-Adserver-Latitude"] = str(request.geo.lat)
+            response["X-Adserver-Longitude"] = str(request.geo.lng)
 
         return response
diff --git a/adserver/middleware.py b/adserver/middleware.py
index e3fe3aab..4b31802f 100644
--- a/adserver/middleware.py
+++ b/adserver/middleware.py
@@ -180,9 +180,12 @@ class CloudflareGeoIpMiddleware(GeoIpMiddleware):
     COUNTRY_HEADER = "CF-IPCountry"
 
     # These fields will require a custom transform rule
-    # https://developers.cloudflare.com/rules/transform/
+    # https://developers.cloudflare.com/rules/transform/managed-transforms/reference/#add-visitor-location-headers
     REGION_HEADER = "X-Cloudflare-Geo-Region"  # ip.src.region_code
     METRO_HEADER = "X-Cloudflare-Geo-Metro"  # ip.src.metro_code
+    CONTINENT_HEADER = "X-Cloudflare-Geo-Continent"  # ip.src.continent
+    LATITUDE_HEADER = "X-Cloudflare-Geo-Lat"  # ip.src.lat
+    LONGITUDE_HEADER = "X-Cloudflare-Geo-Lon"  # ip.src.lon
 
     def get_geoip(self, request):
         geo = super().get_geoip(request)
@@ -194,8 +197,13 @@ def get_geoip(self, request):
             country_code = None
 
         geo.country = country_code
+        # Region is the state/province within a country (not wider region like EU)
+        # See "continent"
         geo.region = request.headers.get(self.REGION_HEADER, None)
         geo.metro = request.headers.get(self.METRO_HEADER, None)
+        geo.continent = request.headers.get(self.CONTINENT_HEADER, None)
+        geo.lat = request.headers.get(self.LATITUDE_HEADER, None)
+        geo.lng = request.headers.get(self.LONGITUDE_HEADER, None)
 
         return geo
 
diff --git a/adserver/migrations/0099_link_advertiser_guide.py b/adserver/migrations/0099_link_advertiser_guide.py
new file mode 100644
index 00000000..632604d7
--- /dev/null
+++ b/adserver/migrations/0099_link_advertiser_guide.py
@@ -0,0 +1,23 @@
+# Generated by Django 5.0.9 on 2024-11-27 00:34
+
+from django.db import migrations, models
+
+
+class Migration(migrations.Migration):
+
+    dependencies = [
+        ('adserver', '0098_rotation_aggregation'),
+    ]
+
+    operations = [
+        migrations.AlterField(
+            model_name='advertisement',
+            name='link',
+            field=models.URLField(help_text="URL of your landing page. This may contain UTM parameters so you know the traffic came from us. The publisher will be added in the 'ea-publisher' query parameter. Additional variable substitutions are available. See the <a href='https://www.ethicalads.io/advertiser-guide/#measuring-conversions'>advertiser guide</a>. ", max_length=1024, verbose_name='Link URL'),
+        ),
+        migrations.AlterField(
+            model_name='historicaladvertisement',
+            name='link',
+            field=models.URLField(help_text="URL of your landing page. This may contain UTM parameters so you know the traffic came from us. The publisher will be added in the 'ea-publisher' query parameter. Additional variable substitutions are available. See the <a href='https://www.ethicalads.io/advertiser-guide/#measuring-conversions'>advertiser guide</a>. ", max_length=1024, verbose_name='Link URL'),
+        ),
+    ]
diff --git a/adserver/models.py b/adserver/models.py
index 714fb145..fe69f013 100644
--- a/adserver/models.py
+++ b/adserver/models.py
@@ -1613,7 +1613,9 @@ class Advertisement(TimeStampedModel, IndestructibleModel):
         help_text=_(
             "URL of your landing page. "
             "This may contain UTM parameters so you know the traffic came from us. "
-            "The publisher will be added in the 'ea-publisher' query parameter."
+            "The publisher will be added in the 'ea-publisher' query parameter. "
+            "Additional variable substitutions are available. "
+            "See the <a href='https://www.ethicalads.io/advertiser-guide/#measuring-conversions'>advertiser guide</a>. "
         ),
     )
     image = models.ImageField(
diff --git a/adserver/utils.py b/adserver/utils.py
index 1c7e2d61..15068b7c 100644
--- a/adserver/utils.py
+++ b/adserver/utils.py
@@ -53,6 +53,7 @@ class GeolocationData:
     metro: int = None
     lat: float = None
     lng: float = None
+    continent: str = None
 
 
 def get_ad_day():
diff --git a/adserver/views.py b/adserver/views.py
index 3d849eaa..bef9bc84 100644
--- a/adserver/views.py
+++ b/adserver/views.py
@@ -1207,6 +1207,11 @@ def get_response(self, request, advertisement, publisher):
             advertisement=advertisement.slug,
             advertisement_slug=advertisement.slug,
             advertisement_name=advertisement.name,
+            flight=advertisement.flight.slug,
+            # For privacy, don't reveal more than country/continent to advertisers
+            country=str(request.geo.country) if request.geo else "None",
+            # request.geo.region is a state/province/region inside a country
+            continent=str(request.geo.continent) if request.geo else "None",
         )
 
         # Append a query string param ?ea-publisher=${publisher}