Manage Google Ads custom URL parameters

Format for custom parameters

Each custom parameter is required to specify a name and value in the following format:

{_name} = value

In the formatting above:

  • Name can be from 1 to 16 alphanumeric characters (the name can't be empty).

    For each item, the name is required to be unique. That is, for Campaign A, you cannot create a custom parameter named {_geo} and another custom parameter named {_geo}. You can create a custom parameter named {_geo} in Campaign A and another custom parameter named {_geo} in each of Campaign A's ad groups. The ad group's custom parameter will be used instead of the campaign's.

    Do not use any of the reserved parameter names.

  • Value can be 0 to 200 characters, and can contain any characters (including & | ; _ / ^ ( ! \) except a space. Value can also include ValueTrack parameters or Search Ads 360 macros.

    To set an empty value, don't enter anything for Value. For example, in a bulksheet specify {_geo} =

    If you use the ; (semicolon) or \ (backslash) characters in the value, when you download reports, you'll see these characters preceded (escaped) by a backslash. For example: \; or \\

Additional requirements for bulksheets:

  • If you're using a bulksheet to create parameter values that include the ; (semicolon) or \ (backslash) characters, prefix (escape) these characters with a backslash. For example: \; or \\

  • Enter a space before and after the = character. 

  • Separate multiple parameters with a ; (semicolon).

For example:

{_geo} = MA; {_2ndparam} = lots-of-data\;more-data; {_emptyparam} = 

Reserved parameter names

Search Ads 360 automatically creates custom parameters that contain tracking data. If you try to create custom parameters that use the same names as the Search Ads 360 custom parameters, Search Ads 360 will report an error and will not traffic the parameters to Google Ads.

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