Include profile attribute in html offer link

[FrankieBolanos]

I've been asked to take a value profile.leadx and put it at the end of a link ?someValue=x so that it is unique to each offerEligible user.  I found this link: Pass dynamic data into offers but when I update the link to include ?someValue=$(profile.leadx) all I get is that text exactly and no value.

Can anyone explain how I use this?

Thank you