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About ValueTrack parameters

The easiest way to start tracking information about your ads is by using ValueTrack parameters. ValueTrack parameters are a type of URL parameter that you can add to your ads’ landing page URLs. These parameters collect information about the source of your ad clicks. 

This article explains how ValueTrack parameters work with your tracking template. ValueTrack parameters are a good idea if you’re looking to learn more about the clicks on your ad or if you’re just starting out with tracking.

Before you begin

If you're not familiar with how tracking works, consider reviewing About tracking in AdWords before getting started.

How ValueTrack works

ValueTrack parameters are a type of URL parameter. Each URL parameter is a piece of text that starts and ends with brackets ({}), such as {matchtype}. These parameters can be part of your ad’s final URL, tracking template or custom parameter.

Once someone clicks on your ad, AdWords replaces the ValueTrack parameter with a value that’s based on the details of the ad when it was clicked. For example, the parameter {matchtype} indicates the match type of the keyword that triggered your ad. When you view your data, instead of seeing {matchtype}, ValueTrack records the value "b" for broad match, "p" for phrase match or "e" for exact match. When a value can’t be inserted, the ValueTrack parameter will be replaced by an empty space.

You can view these details in Google Analytics or in your third-party or site-analytics software.

Example

Let's say that you manage a shoe shop with the website http://www.example.com, and you want to track what type of device people are using when they click on your ad.

You could set your Final URL to www.example.com. Next, you could add the {lpurl} and {device} ValueTrack parameters to your tracking template in URL options (we recommend setting this up at the account level). Your tracking template would look like this:

{lpurl}?device={device}

Now, when someone searches on their desktop or laptop computer and clicks on your ad, the URL that they click through will look like this:

www.example.com/?device=c

Using this ValueTrack parameter lets your tracking software track the devices that people use to reach your website.

ValueTrack parameters with "IF" functions

Some URL parameters have "IF" functions, which means that you can specify a particular value that you would like to insert depending on the nature of the ad. You can replace [value] with any text that you prefer – this text is what shows up in your data.

Example

You can see whether your ad was clicked on via the Search Network with the {ifsearch:[value]} parameter. If you change [value] to search, you'll see the text 'search' in your data if someone clicks on your ad on the Search Network (for example, from a Google search results page).

Compatibility with AdWords campaigns

Select the AdWords experience that you're using. Learn more

ValueTrack parameters are compatible with both Search Network and Display Network campaigns, but there are some campaign-specific requirements to bear in mind.

Use ValueTrack parameters with Dynamic Search Ads

Google will automatically generate the final URL in Dynamic Search Ads. However, you can use ValueTrack parameters in your tracking templates and custom parameters. Your tracking template needs to include a ValueTrack parameter that inserts your final URL (e.g. the {lpurl} parameter). See an example

Use ValueTrack parameters with mobile app campaigns

You can use ValueTrack parameters with your mobile app campaigns if you're using a third-party analytics solution that uses Confirmed Installs. Learn more

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