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Set up tracking with ValueTrack parameters

ValueTrack parameters are used to track information about the source of an ad click. By adding these parameters to your ads and campaigns, you can learn if people who clicked on your ads came from mobile devices, where they were located when they clicked your ads, and much more.

This article explains the steps you’ll need to follow to add ValueTrack parameters in “URL options.” We suggest using ValueTrack parameters in your tracking template, but you can also insert them in your final URL and custom parameters.

Before you begin

If you aren’t familiar with ValueTrack parameters or how tracking works, consider reviewing About ValueTrack parameters and Manage tracking and redirects in “URL options” before getting started.

How it works

Tracking templates at the account, campaign, or ad group level must include a ValueTrack parameter that inserts your final URL, like {lpurl}. Once your ad is clicked, these parameters will insert your final URL. If you don’t include a URL insertion parameter in your tracking template, your landing page URL will break.

Want to add more than one ValueTrack parameter to a single URL? Simply append them together in your URL using an ampersand (&), like this: {lpurl}?matchtype={matchtype}&device={device}.

Keep in mind

Dynamic Search Ads and auto-targets require ValueTrack parameters that insert the final URL (e.g. {lpurl}, {escapedlpurl}, {lpurl+2}) at all levels.

Instructions

Choose the AdWords experience you're using. Learn more

Before you begin you may have to add the “Tracking template” column to your table:

  1. Sign in to your AdWords account.
  2. Click the column icon Columns above the statistics table, then click Modify columns.
  3. Expand the Attributes option and click “Tracking template.”
  4. Click Apply.
Set up or edit a tracking template with ValueTrack parameters at the campaign level
  1. Click on the Settings page menu.
  2. Hover over any entry in the "Tracking template" column.
  3. Click the pencil icon when it appears.
  4. Edit the tracking template or enter {lpurl}, a question mark, and then any ValueTrack parameters you want to use, separated by ampersands (&). For example, if you want to use the {matchtype} parameter, your tracking template would be: {lpurl}?matchtype={matchtype}
  5. Click Save.
Set up or edit a tracking template with ValueTrack parameters at the ad group level
  1. Click on the Ad groups page menu.
  2. Hover over any entry in the "Tracking template" column.
  3. Click the pencil icon when it appears.
  4. Edit the tracking template or enter {lpurl}, a question mark, and then any ValueTrack parameters you want to use, separated by ampersands (&). For example, if you want to use the {matchtype} parameter, your tracking template would be: {lpurl}?matchtype={matchtype}
  5. Click Save.
Set up or edit a tracking template with ValueTrack parameters at the ad level
  1. Click on the Ads & extensions page menu.
  2. Hover over the ad.
  3. Click the pencil icon when it appears.
  4. Expand Ad URL Options.
  5. Edit the tracking template or enter {lpurl}, a question mark, and then any ValueTrack parameters you want to use, separated by ampersands (&). For example, if you want to use the {matchtype} parameter, your tracking template would be: {lpurl}?matchtype={matchtype}
  6. Click Save.
Set up or edit a tracking template with ValueTrack parameters at the sitelink evel
  1. Click on the Ad & extensions page menu.
  2. Click on the Extensions tab.
  3. Click on the ‘Extension type’ link and select Sitelink.
  4. Hover over any of the extensions and click when the pencil icon when it appears.
  5. Expand Sitelink URL options (advanced).
  6. Edit the tracking template or enter {lpurl}, a question mark, and then any ValueTrack parameters you want to use, separated by ampersands (&). For example, if you want to use the {matchtype} parameter, your tracking template would be: {lpurl}?matchtype={matchtype}
  7. Click Save.
Set up or edit a tracking template with ValueTrack parameters at the keyword level
  1. Click on the Keywords page menu.
  2. Hover over any entry in the new “Tracking template” column, and click when the pencil appears.
  3. Enter {lpurl}, a question mark, and then any ValueTrack parameters you want to use, separated by ampersands (&). For example, if you want to use the {matchtype} parameter, your tracking template would be: {lpurl}?matchtype={matchtype}
  4. Click Save.
Set up or edit a tracking template with ValueTrack parameters at the Dynamic ad targets level
  1. Click on the Dynamic ad targets page menu.
  2. Hover over any entry in the new “Tracking template” column, and click when the pencil appears.
  3. Enter {lpurl}, a question mark, and then any ValueTrack parameters you want to use, separated by ampersands (&). For example, if you want to use the {targetid} parameter, your tracking template would be: {lpurl}?targetid={targetid}
  4. Click Save.

Tip

Be careful to avoid spaces in your URLs. Spaces will cause your URLs to "break," and the tracking won't work.

You may see %20 appear in your data in place of a space between words, such as when you have a keyword that's made up of two words. %20 is used to replace the space so that your URL will continue to work properly.

Available ValueTrack parameters

Final URL, tracking template, or custom parameter
Parameter What it returns
{campaignid} The campaign ID. (Use this when you've set up your tracking info at account level and want to know which campaign served your ad.)
{adgroupid} The ad group ID. (Use this when you've set up your tracking info at the account or campaign level and want to know which ad group served your ad.)
{feeditemid} The ID of the extension that was clicked.
{targetid}

The ID of the keyword (labeled "kwd"), dynamic search ad ("dsa") target, remarketing list target ("aud"), or product partition ("pla") that triggered an ad.

For multiple target IDs, the output shows in the following order: "aud, dsa, kwd, pla." For example, if you add a remarketing list to your ad group (criterion ID "456") and target the keywords ID "123" the {targetid} would be replaced by "aud-456:kwd-123."

{loc_interest_ms} The ID of the location of interest that helped trigger the ad. See developer website for location IDs.
{loc_physical_ms} The ID of the geographical location of the click. See developer website for location IDs.
{matchtype} The match type of the keyword that triggered your ad: "e" for exact, "p" for phrase, or "b" for "broad"
{network} Where the click came from: "g" for Google search, "s" for a search partner, or "d" for the Display Network
{device} What device the click came from: "m" for mobile (including WAP), "t" for tablet, and "c" for computer
{devicemodel} What model of phone or tablet the click came from (for example, "Apple+iPhone"). Note: only available on Display Network campaigns
{ifmobile:[value]} Whatever you define for "[value]," if your ad's clicked from a mobile phone
{ifnotmobile:[value]} Whatever you define for "[value]," if your ad's clicked from a computer or tablet
{ifsearch:[value]} Whatever you define for "[value]," if your ad's clicked from a site in the Google Search Network
{ifcontent:[value]} Whatever you define for "[value]," if your ad's clicked from a site in the Google Display Network
{creative} A unique ID for your ad
{keyword} For the Search Network: the keyword from your account that matches the search query, unless you are using a Dynamic Search ad, which returns a blank value. For the Display Network: the keyword from your account that matches the content.
{placement} The content site where your ad was clicked (for keyword-targeted campaigns), or the matching placement targeting criteria for the site where your ad was clicked (for placement-targeted campaigns)
{target} A placement category (works with placement-targeted campaigns only)
{param1} Creative parameter #1, if you're using the AdParamService with the AdWords API
{param2} Creative parameter #2, if you're using the AdParamService with the AdWords API
{random} A random Google-generated number (an unsigned 64-bit integer), commonly used to force the page to reload
{adposition} The position on the page that your ad appeared in, with a value like "1t2"(this means page 1, top, position 2)
{ignore} Ignores tracking elements of your final URL to help reduce crawl load on your website. It can only be used in your final or final mobile URL.
Tracking template only

Recommended

Parameter What it returns
{lpurl}

The final URL. It will be escaped unless you put {lpurl} at the beginning of your tracking template. If {lpurl} is not at the beginning of your tracking template, it escapes the characters ?, =, ", #, \t, ', and [space].

Example
Final URL: http://example.com
Tracking template: {lpurl}?matchtype={matchtype}
Landing page URL: http://example.com?matchtype={matchtype}

Advanced

Parameter What it returns
{lpurl+2} The final URL, escaped twice. Useful when you have a chain of redirects.
{lpurl+3} The final URL, escaped three times. Useful when you have a chain of redirects.
{unescapedlpurl} The final URL, unescaped.
{escapedlpurl} The final URL, escaped. Escapes the characters :, /, ?, =, and %.
{escapedlpurl+2} The final URL, escaped twice. Useful when you have a chain of redirects.
{escapedlpurl+3} The final URL, escaped three times. Useful when you have a chain of redirects.

Important

If you want to use these ValueTrack parameters along with additional URL parameters in your tracking template, be sure to add the following characters after the ValueTrack parameter. Otherwise, your website or third-party system may not properly save the information from your URL parameters.

Parameter Location in tracking template Followed by Example
{lpurl} Beginning ? {lpurl}?
{lpurl} Not at the beginning %3F {lpurl}%3F
{lpurl+2} Not at the beginning %253F {lpurl+2}%253F
{lpurl+3} Not at the beginning %25253F {lpurl+3}%25253F
{unescapedlpurl} Anywhere ? {unescapedlpurl}?
{escapedlpurl} Anywhere %3F {escapedlpurl}%3F
{escapedlpurl+2} Anywhere %253F {escapedlpurl+2}%253F
{escapedlpurl+3} Anywhere %25253F {escapedlpurl+3}%25253F

If your final URL already contains a question mark, AdWords will replace the question mark in your tracking template with an ampersand (&) or a correctly escaped version of &.

Final URL only
Parameter What it does
{ignore} Ignores tracking elements of your final URL to help reduce crawl load on your website. It can only be used in your final or final mobile URL. For example, if your final URL is http://www.example.com/product?p1=a&p2=b&p3=c&p4=d, and the tracking info following the question mark in the URL doesn’t change the landing page, you can insert {ignore} before your tracking info to indicate that everything after it is merely tracking info. Here’s an example of how to do this: http://www.example.com/product?{ignore}p1=a&p2=b&p3=c&p4=d

Here are some things to keep in mind when using {ignore}

  • {ignore} can’t be embedded inside other ValueTrack parameters (e.g., {ifmobile:{ignore}} is not allowed).
  • You must use {ignore} in your final URL if anything in your final URL can be modified by a third party when someone clicks on your ad. Learn more

Example

Final URL: http://www.example.com/product?p1=a&p2=b&p3=c&p4=d
Tracking info: p1=a&p2=b&p3=c&p4=d

If the tracking info following the question mark in the URL doesn’t change the landing page, you can insert {ignore} before your tracking info to indicate that everything after it is merely tracking info.

Final URL with {ignore}
http://www.example.com/product?{ignore}p1=a&p2=b&p3=c&p4=d

Shopping campaigns only

You can use the following parameters with Product Shopping ads.

Parameter What it returns
{adtype}

For Product Shopping ads, one of the following is returned:

  • “pla” if the click is coming from a Shopping ad.
  • “pla_multichannel” if the clicked Shopping ad included options for both “online” and “local” shopping channels.

  • “pla_with_promotion” if the clicked Shopping ad displayed a merchant promotion.

  • "pla_with_pog" if the click is coming from a Purchases on Google-enabled Shopping ad

{merchant_id} The ID of the Google Merchant Center account directly owning the clicked Shopping ad.
{product_channel} The type of shopping channel (“online” or “local”) through which the product featured in the clicked Shopping ad is sold. If an ad includes options for both shopping channels, {product_channel} will show the type of channel clicked on (“online” or “local”) and {adtype} will show “pla_multichannel.”
{product_id} The ID of the product featured in the clicked ad, as indicated in your Merchant Center data feed.
{product_country} The country of sale for the product in the clicked ad.
{product_language} The language of your product information, as indicated in your Merchant Center data feed.
{product_partition_id} The unique ID for the product group the clicked product ad belongs to.
{store_code} With a campaign using the local shopping channel, you’ll see the unique ID of the local store. This parameter has a 60 character limit.

You can use following parameters with Showcase Shopping ads.

Showcase Shopping ads are available in the new AdWords experience and the AdWords API. If you want to advertise individual products, check out Product Shopping ads

Parameter What it returns
{adtype} For Showcase Shopping ads, one of the following is returned (for Product Shopping ads, see the table above):
  • showcase_category: click on the category link
    • {product_country} will return the country of sale of the campaign
    • These parameters will be returned empty:
      • {merchant_id}
      • {product_channel}
      • {product_id}
      • {product_language}
      • {product_partition_id}
      • {store_code}
  • showcase_timed_engagement: spend 10 seconds within an ad
  • showcase_product: click on a single-channel product
  • showcase_product_with_POG: click on a product with Purchases on Google
  • showcase_product_with_promotion: click on a product with merchant promotion
  • showcase_product_multichannel: click on a multi-channel product
    • {product_channel} will show the channel (online or local)
  • showcase_local_store: click on a local storefront link
    • {product_country} will return the country of sale of the campaign
    • {channel} will return local
    • These parameters will be returned empty:
      • {merchant_id}
      • {product_language}
      • {product_partition_id}
{ifshoppingproduct:[value]} If someone clicks an individual product, either from a Product Shopping ad or a Showcase Shopping ad, then what you define for [value] is returned.
{ifshoppingcreative:[value]} If the click is not to an individual product, such as Showcase ad in general, then what you define for [value] is returned.
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