The easiest way to start tracking information about your ads is by using ValueTrack parameters. ValueTrack parameters are a type of URL parameter that 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.
Before you begin
If you're not 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.
Once someone clicks on your ad, Google Ads replaces the ValueTrack parameter with a value that’s based on the details of the ad when it was clicked. 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 or ‘e’ for exact match. When a value can’t be inserted, the ValueTrack parameter will be replaced by an empty space.
You can view these details in Google Analytics or in your third-party or site-analytics software.
Example
Let's say that you manage a shoe shop with the website http://example.com, and you want to track what type of device people are using when they click on 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 that they click through will look like this:
example.com/?device=c
Using this ValueTrack parameter lets your tracking software track the devices that people use to reach your website.
ValueTrack parameters with "IF" functions
Some URL parameters have "IF" functions, which means that you can specify a particular value that you would 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
You can see whether your ad was clicked on the Search Network with the {ifsearch:[value]} parameter. If you change [value] to search, you'll see 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, 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 (e.g. the {lpurl} parameter). See 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.
