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 identify if people who clicked on your ads used 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.
If you aren’t familiar with ValueTrack parameters or how tracking works. Learn more About ValueTrack parameters and About tracking in Google Ads .
On this page
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}
. When 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.
If you 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}
.
Note:Dynamic Search Ads and auto-targets require ValueTrack parameters that insert the final URL (for example, {lpurl}
, {escapedlpurl}
, {lpurl+2}
) at all levels.
Instructions
- Sign in to your Google Ads account .
- Click and follow one of the setup instructions below.
- Go to Campaigns
within the Campaignsmenu
.
- Select the Settingstab at the top and select “Campaign Settings”.
- Add the “Tracking template” column to your table.
- Select the column icon
above the statistics table, then select Modify columns.
- Expand the "Attributes" option and select Tracking template.
- Select Apply.
- Select the column icon
- Use the horizontal scroll bar at the bottom to scroll across the table to find the added column.
- Hover over any entry in the "Tracking template" column.
- Select the pencil icon
when it appears.
- 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} - Select Testto test the tracking template.
- Select Save.
- Go to Ad groups
within the Campaigns menu
- Add the “Tracking template” column to your table.
- Select the column icon
- Expand the "Attributes" option and select Tracking template.
- Select Apply.
- Select the column icon
- Use the horizontal scroll bar at the bottom to scroll across the table to find the added column.
- Hover over any entry in the "Tracking template" column.
- Select the pencil icon
- 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} - Select Testto test the tracking template.
- Select Save.
- Go to Ads
within the Campaignsmenu
- Hover over the ad.
- Select the pencil icon
- Expand the "Ad URL Options".
- 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} - Select Testto test the tracking template.
- Select Save.
- In your Google Ads account, select Campaignsicon
- Select the Performance Max campaign with assets you would like to set up or edit a tracking template for.
- Under “Campaigns”, choose Asset groups .
- If you have Summary view enabled, locate the asset group you want to edit and select Edit Assets.
- If you have Table view enabled, find the asset group you want to edit and select Edit Asset Group, and then select Edit Assets.
- Expand the "More options" menu.
- In the “Asset group URL options” section, 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} - Select Testto test the tracking template.
- Select Save.
- Go to Assets
within the Campaignsmenu
- Under the "Associations" tab, select Sitelinksummary card header for the type of asset.
- Hover over any of the assets and select the pencil icon
- Select Editand then expand Sitelink URL options.
- 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} - Select Testto test the tracking template.
- Select Save.
- Go to Search keywords
within the Campaignsmenu
- Add the “Tracking template” column to your table.
- Select the column icon
- Expand the "Attributes" option and select Tracking template.
- Select Apply.
- Select the column icon
- Use the horizontal scroll bar at the bottom to scroll across the table to find the added column.
- Hover over any entry in the new “Tracking template” column, and select when the pencil icon
- 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} - Select Save.
- Go to Dynamic ad targets
within the Campaignsmenu
- Note:You may have to select "+ More" at the bottom of the page menu to view “Dynamic ads target”.
- Add the “Tracking template” column to your table.
- Select the column icon
- Expand the "Attributes" option and select Tracking template.
- Select Apply.
- Select the column icon
- Use the horizontal scroll bar at the bottom to scroll across the table to find the added column.
- Hover over any entry in the new “Tracking template” column, and select when the pencil
icon
- 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} - Select Save.
Tip: Avoid spaces in your URLs. Spaces will cause your URLs to "break," and the tracking won't work.
You may find %20
in your data in place of a space between words, such as when you have a keyword that's made up of 2 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
{campaignid}
{adgroupid}
{feeditemid}
The ID of the feed-based or legacy asset that was clicked. Update the URL to support the upgraded asset ValueTrack for asset upgrade .
Note: {feeditemid}
isn't available for Display ads.
{extensionid}
The ID of the asset-based or upgraded asset that was clicked. Update the URL to support the upgraded asset ValueTrack for asset upgrade .
Note: {extensionid}
isn't available for Display ads.
{targetid}
The ID of the keyword (labeled "kwd"), dynamic search ad ("dsa") target, remarketing list target ("aud"), product partition ("pla"), or hotel group partition ("hpi") that triggered an ad.
For multiple target IDs, the output shows in the following order: "aud, dsa, kwd, pla, hpi." 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."
Note: {targetid}
doesn't include affinity and in-market audience. {targetid}
is not compatible with Hotel tROAS.
{loc_interest_ms}
{loc_physical_ms}
{matchtype}
{network}
Where the click came from:
- “g” for Google search
- “s” for search partners
- “d” for Display Network
- “ytv” for YouTube
- “vp” for Google video partners
- “gtv” for Google TV
- “x” for all Performance Max traffic
- “e” for all App campaigns for engagement (ACe) traffic, except Google search traffic
{device}
{devicemodel}
What model of phone or tablet the click came from (for example, "Apple+iPhone").
Note:Only available on Display Network campaigns.
{gclid}
{ifmobile:[value]}
{ifnotmobile:[value]}
{ifsearch:[value]}
{ifcontent:[value]}
{creative}
{keyword}
For the Search Network, the keyword from your account that matches the search query. If your ad matches without keywords (for example, in AI Max for Search campaigns, DSA, and Performance Max), {keyword}
returns a blank value.
For the Display Network, the keyword from your account that matches the content.
{placement}
{target}
{param1}
{param2}
{random}
{ignore}
Recommended
| Parameter | What it returns |
|---|---|
{lpurl}
|
The final URL. It will be escaped unless you put Example Final URL:http://example.com Tracking template: 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 3 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 3 times. Useful when you have a chain of redirects. |
To use these ValueTrack parameters with other URL parameters in your tracking template, 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, Google Ads 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's 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 (for example,{ifmobile:{ignore}}isn't 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 about our editorial policies
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 information following the question mark in the URL doesn’t change the landing page, you can insert {ignore}
before your tracking information to indicate that everything after it's merely tracking information.
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.
{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}
{product_channel}
{product_channel}
will show the type of channel clicked on (“online” or “local”) and {adtype}
will show “pla_multichannel.”{product_id}
{product_country}
{product_language}
{product_partition_id}
{store_code}
Video campaigns only
| Parameter | What it returns |
{adgroupid}
|
The ad group ID. (Use this when you've set up your tracking information at the account or campaign level and want to know which ad group served your ad.) |
{campaignid}
|
The campaign ID. (Use this when you've set up your tracking information at account level and want to know which campaign served your ad.) |
{creative}
|
A unique ID for your ad. |
{device}
|
What device the click came from: "m" for mobile (including WAP), "t" for tablet, and "c" for computer. |
{loc_interest_ms}
|
The ID of the location of interest that helped trigger the ad. Visit developer website for location IDs . Reported only for campaigns that show ads to people searching for your targeted locations. |
{loc_physical_ms}
|
The ID of the geographical location of the click. Visit developer website for location IDs . Reported only for campaigns that show ads to people in your targeted locations. |
{network}
|
|
{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). |
{sourceid}
|
Hotel campaigns only
{hotelcenter_id}
{hotel_id}
{hotel_partition_id}
{hotel_adtype}
- Hotel if an ad for a hotel was clicked
- Room if an ad for a Room Bundle was clicked
{travel_start_day} {travel_start_month} {travel_start_year}
{travel_end_day} {travel_end_month} {travel_end_year}
{advanced_booking_window}
{date_type}
- “default” if Google selected the start and end dates (to show the user representative prices)
- “selected” if the end-user picked the dates themselves in a date picker
{number_of_adults}
{price_displayed_total}
{price_displayed_tax}
{user_currency}
{price_displayed_total}
and {price_displayed_tax}
. For example, "USD" or "CAD".{user_language}
{adtype}
- “travel_booking” if the click was on a booking module
- “travel_promoted” if the click was on a Travel Promotion Ad
{rate_rule_id}
The following ValueTrack parameters aren't supported for Demand Gen ads:
-
{placement} -
{target} -
{keyword} -
{ifsearch:[value]} -
{ifcontent:[value]} -
{network} -
{targetid}
Check the available ValueTrack parameters for the values supported.
Performance Max campaigns
Some ValueTrack parameters are fully supported within Performance Max campaigns. Parameters with limited support only apply to some channels or ad formats within the campaign.
{adtype}
- “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.
{assetgroupid}
{campaignid}
{device}
{gclid}
{ifmobile:[value]}
{ifnotmobile:[value]}
{loc_interest_ms}
{loc_physical_ms}
{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}
{lpurl+2}
{lpurl+3}
{merchant_id}
{product_channel}
{product_channel}
will show the type of channel clicked on (“online” or “local”) and {adtype}
will show “pla_multichannel.”{product_country}
{product_id}
{product_language}
{random}
