Custom parameters are an advanced type of URL parameter that you can add to your ad’s landing page URLs available on Google Ads and Microsoft Advertising accounts. Unlike ValueTrack parameters, you can choose what values your custom parameters record once someone clicks on your ad.
This article explains the steps you’ll need to take to set up custom parameters at different levels of your account.
Number of custom parameters available
A client account allows 8 custom parameters at each level dictated by the particular engine type. Search Ads 360 creates up to 4 custom parameters in some levels to store data such as names and IDs of campaigns and accounts. If you create campaigns and other items, be sure to leave enough empty custom parameters for Search Ads 360 to create its custom parameters when you sync in the new items.
Learn more on how to Use Search Ads 360 custom parameters.
Before you begin
If you’re not familiar with tracking in Google Ads or ValueTrack parameters, consider reviewing About parallel tracking in the new Search Ads 360 experience and Dynamic URL parameter before getting started.
Instructions for setting up custom parameters
Step 1: Choose a level
You can create up to 8 custom parameters at any level of your account except for the account level. If your custom parameters use the same name, Google Ads will use the most specific custom parameter that you create. This means that if you create a custom parameter for an ad group (e.g. {_color}=red) and a custom parameter for one of the ads within that ad group (e.g. {_color}=blue), Google Ads will use the ad-level custom parameter ({_color}=blue).
Step 2: Define your custom parameters
Custom parameters consist of two parts:
- Name: Up to 16 alphanumeric characters
- Value: Up to 250 characters; can contain any characters (including | ; _ / ^ ( !), as well as ValueTrack parameters
Both the name and the value can be anything you want. For example, if you have special IDs for each of your keywords, you can create a custom parameter that looks like this: {_mykwid}=1234.
Step 3: Add your custom parameter in the “Custom parameter” field
Create or edit custom parameters at the campaign level
Edit custom parameters at the ad level
Create or edit custom parameters at the ad group or keyword level
above the table, and then click Modify columns.Edit custom parameters at the sitelink level
when it appears, then select Edit.Step 4: Add your custom parameter to the appropriate field
Add your custom parameter’s name to the appropriate level and field depending on your tracking needs. Once your ad is clicked, the advertising platform will replace the name with the value you defined in your custom parameter.
- If you need the value present on your landing page when it resolves, you should add the custom parameter to the final URL suffix field.
- If you need the custom parameter sent to a redirect, the tracking template field should be used.
Learn more on how to Add URL parameters to a final URL suffix.