Help with variables in tracking code

[Styling1]

Hi! In my conversion module I need to put in the correct variables to make my tracking code to work. Anyone know what variables to use and where to put them:)?

Thank you for all possible help!

<script>
var _adv = _adv || [];
_adv['reference'] = '%REFERENCE%';
_adv['amount'] = dataLayer.google_tag_params.ecomm_totalvalue;
_adv['currency'] = '%CURRENCY%';
_adv['voucher'] = '%VOUCHER_CODE%';
(function() {
    var a7 = document.createElement('iframe'); a7.frameBorder = 0; a7.style.height = 0; a7.style.width = 0;
    a7.src = ('https:' == document.location.protocol ? 'https://' : 'http://') + 'tracking.adviralmedia.com/pixel/118/?r='+_adv['reference']+'&a='+_adv['amount']+'&c='+_adv['currency']+'&v='+_adv['voucher'];
    var s6 = document.getElementsByTagName('script')[0]; s6.parentNode.insertBefore(a7, s6);
})();
</script>

Andreas