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Using tracking template in your URL lets advertisers track down key parameters defined under ValueTrack Parameters or any other Custom Parameter that advertiser would wish to customize as per their requirement.

 

About AdWords ValueTrack Parameters

With Value Track Parameters advertisers can get additional insights about the source of the clicks. These predefined parameters are assigned in the URL of your ad and can be selected as per your requirement.

 

To use these parameters you need to first set up the tracking template which can be done at account, campaign , ad group, ad, keyword level. Here are all the details about how to set it up.

 

Using the Tracking Template

The tracking template starts with {lpurl} which is followed by the parameters that you wish to track down (as shown in the snapshot below). {lpurl} returns the final URL link that you have added in the ad messaging, so make sure to add it at the start of the template. It is followed with a ‘?’ and the name of parameters. You can add multiple parameters but each need to be separated by an ‘&’.

tracking template url options

 

Here is the list of ValueTrack Parameters and what value it will capture if used in the tracking template:

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.

Source: AdWords Help

 

About Custom Parameters

Custom Parameters offer advanced options wherein advertisers can add custom values unlike the predefined parameters under ValueTrack. You can set up the values that you wish your custom parameter to track

 

How Do AdWords Custom Parameters Work

You can at max create three custom parameters at campaign, ad group, keyword or ad level and consists of two parts namely

  • Name: Up to 16 alphanumeric characters
  • Value: Up to 200 characters; can contain any characters (including | ; _ / ^ ( !), along with any specific ValueTrack parameters
adwords campaign custom parameters

 

Once the values have been specified, the name of the custom parameter needs to be added to the tracking template along with any other ValuTrack parameter you wish to include in you final URL.

 

For example,

example custom parameter adwords

As seen above, the value abc123 will be returned when the ad is clicked, along with the other values as listed above under ‘ValueTrack’ parameters.

 

Clicking on the ‘Test‘ button ensures that your tracking template is functional for all the ads. It is crucial to to test tracking template before pushing it live to avoid any discrepancy in tracking.

 

Here is how the test results of the tracking template show:

test tracking template adwords

Using Sitelink Tracking URL

Much like setting tracking template at desired destinations (campaign, ad group, ad, keyword level), sitelink level tracking can also be set up.

 

If you want to edit an existing sitelink URL, then follow the following steps:

Go to Ad Extensions > Filter sitelink extensions > Click on the edit icon of the sitelink you wish to edit > Expand Sitelink URL Options > Add the tracking template along with custom parameters (if any) or the ValueTrack parameters

sitelink extension tracking template

While creating a new sitelink extension, Click on add icon > Add details of sitelink extension > Expand Sitelink URL Options > Add the tracking template along with custom parameters (if any or the ValueTrack parameters

 

You might also want to have a look at our posts on Using Tracking Template In AdWords and Top Google AdWords Search Parameters You Should Track

 

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