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URL parameter

A way to pass information about a click through its URL.

  • You can insert URL parameters into your URLs so that your URLs track information about a click.
  • URL parameters are made of a key and a value separated by an equals sign (=) and joined by an ampersand (&).
  • The first parameter always comes after a question mark in a URL. 
    • For example,
  • URL parameters can live in your ad’s Final URL, tracking template or custom parameter
  • There are three different types that you can use in AdWords:
    • General URL parameters pass information to your website. 
      • For example, would send someone directly to product 1234’s page on your website.
    • General URL tracking parameters record tracking information about your ad, but aren't created by Google.
      • For example, is using a common parameter (“utm_source=xyz”) that records the website that someone originally came from.
    • ValueTrack parameters record information about your ad based on which parameter you use.
      • They represent the value in a URL parameter (e.g. the “{network}” in the URL parameter “network={network}”). The {network} parameter will record the network that the click came from (Search Network or Display Network) in your ad's Landing page URL. Learn more

Manage tracking and redirects in URL options

Track clicks with ValueTrack

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