The easiest way to start tracking information about your ads is by using ValueTrack parameters. ValueTrack parameters are a type of URL parameter 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.
- ValueTrack IDs are 64-bit.
- Changes to tracking templates take 24–48 hours to be reflected in your ads serving after updates are made.
On this page
- Before you begin
- How ValueTrack works
- ValueTrack parameters with "IF" functions
- Compatibility with Google Ads campaigns
Before you begin
If you aren’t familiar with how tracking works, consider reviewing About tracking in Google Ads 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 braces ({}), like {matchtype}. These parameters can be part of your ad’s final URL, tracking template, or custom parameter.
After someone clicks on your ad, Google Ads replaces the ValueTrack parameter with a value reflecting the details of the ad upon click. 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, "e" for exact match, or "a" for AI Max matches (including keywordless and broad expansions). Google Ads replaces the ValueTrack parameter with an empty space if the system can't insert a specific value.
You can view these details in Google Analytics or in your third-party or site-analytics software.
Example
Let's say you manage a shoe store with the website http://example.com, and you want to track what type of device people are using when they click your ad.
You could set your final URL to 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 they click through will look like this:
example.com/?device=c
Using this ValueTrack parameter lets your tracking software track devices people use to reach your website.
Tracking AI Max matches
If you opt into AI Max, use a combination of the {matchtype}, {targetid}, and {keyword} parameters. These 3 parameters together allow you to segment standard keyword traffic from AI Max incremental broad expansions and keywordless matches.
| Traffic class | {matchtype} value |
{targetid} value |
{keyword} value |
|---|---|---|---|
| Standard keyword match | e, p, or b | kwd-<keyword ID> |
<matched keyword> |
| AI Max broad expansions | a | kwd-<keyword ID> |
<matched keyword> |
| AI Max keywordless expansions | a | kwl-3500001 or kwl-<URL rule ID> |
Empty |
| AI Max keywordless URL rules | a | kwl-<URL rule criterion ID> |
Empty |
{matchtype} value of "a" confirms an AI Max match. Check the {targetid} to determine the specific source:- Keyword-based broad expansion: The value outputs "
kwd-". - Keywordless match: The value outputs "
kwl-".- Default automated expansion: ID is
kwl-3500001. - Advertiser URL rules: ID reflects your specific URL rule criterion.
- Default automated expansion: ID is
ValueTrack parameters with "IF" functions
Some URL parameters have "IF" functions, which means you can specify a particular value that you'd 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
View the Search Network with the {ifsearch:[value]} parameter to check whether users clicked your ad. If you change [value] to search, you'll find the text "search" in your data if someone clicks your ad on the Search Network (for example, from a Google search results page).
Compatibility with Google Ads campaigns
ValueTrack parameters are compatible with the following campaigns: Search Network, Display Network, AI Max for Search, Shopping, Video and App campaigns. However, there are some campaign-specific requirements to keep in mind.
Use ValueTrack parameters with Dynamic Search AdsGoogle 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 (for example, the {lpurl} parameter). View an example.
You can use ValueTrack parameters with your App campaigns if you're using a third-party analytics solution that uses Confirmed Installs. Learn more.
