ValueTrack – this is the name of the Google Ads function for transmitting various parameters using URLs. You can use it in combination with UTM link markup, or separately to get detailed information about each click on your ad. This data will help you optimize the effectiveness of your ad campaigns.
The ValueTrack function works like this:
- You add a special parameter to the target URL.
- When a user clicks on an ad and gets to your site, the parameter value is passed to the URL.
In general, the function works quite similar to the ad parameters in Yandex. Direct.
After reviewing this data using your analytics reports, you can evaluate the effectiveness of your campaign, refine your ad targeting, and achieve a higher ROI.
ValueTrack Parameters
Below is a list of ValueTrack parameters with a description of what exactly it transmits when targeting keywords and placements.
| Parameter | For a keyword-targeted campaign, you will see… | For a campaign targeting placements, you will see… |
{matchtype} | match type of the keyword that the ad was used for: exact, phrasal, or broad (will be represented by the Latin letters e, p, and b, respectively). | – |
{network} | where the click came from: from Google search, from the search or display network (represented by the Latin letters g, s, and c, respectively). | whether the click came from the display network (marked with the Latin letter d). |
{device} | from which device the click was received: from a mobile phone (including WAP phones), tablet PC, or desktop / laptop computer. (they will be represented by the Latin letters m, t, and c, respectively). | from which device the click was received: from a mobile phone (including WAP phones), tablet PC, or desktop / laptop computer. (they will be represented by the Latin letters m, t, and c, respectively). |
{devicemodel} | make and model of the device (for example, Apple+iPhone), if the ad was clicked on on a mobile phone or tablet PC. This feature is currently unavailable for ads in Google Search. | make and model of the device (for example, Apple+iPhone), if the ad was clicked on on a mobile phone or tablet PC. |
{ifmobile:[value]} | the text you inserted after the colon (if the click was made by the user on a mobile device, including a WAP phone). | the text you inserted after the colon (if the click was made by the user on a mobile device, including a WAP phone). |
{ifnotmobile:[value]} | the text you inserted after the colon (if the click was made by the user on a computer, laptop, or tablet PC). | the text you inserted after the colon (if the click was made by the user on a computer, laptop, or tablet PC). |
{ifsearch:[value]} | the text you inserted after the colon (if the user clicked on the Google search site). | – |
{ifcontent:[value]} | the text you inserted after the colon (if the click was made on the site of the Google display network). | the text you inserted after the colon (if the click was made on the site of the Google display network). |
{creative} | unique ad ID. | unique ad ID. |
{keyword} | for search sites – the keyword that the ad was displayed for; for sites in the display network – the most appropriate keyword. | – |
{placement} | domain name of the website where the ad was clicked (only for sites in the display network). | matching placement targeting criteria for the sites where your ad is displayed. |
{target} | – | the category that the placement belongs to (for example, travel or sports). |
{param1} | ad parameter #1, if you use the AdParamService service with the AdWords API. | ad parameter #1, if you use the AdParamService service with the AdWords API. |
{param2} | ad parameter #2, if you use the AdParamService service with the AdWords API. | ad parameter #2, if you use the AdParamService service with the AdWords API. |
{random} | a number randomly generated by Google (a 64-bit unsigned integer whose value cannot exceed 18446744073709551615). | a number randomly generated by Google (a 64-bit unsigned integer whose value cannot exceed 18446744073709551615). |
{aceid} | id of the control or experimental group from experiments in AdWords campaigns. | id of the control or experimental group from experiments in AdWords campaigns. |
{adposition} | the position of your ad on the page, designated as 1t2, indicates that the ad is located at position 2 at the top of page 1. | – |
| Non-standard ad formats | ||
| Parameter for additional links | ||
{copy:[name]} | The URL dynamically adds the name and value of the parameter specified in the URL at the keyword level for which the ad is displayed. | – |
| Parameter for sales campaigns | ||
{adtype} | If the click was made on a product ad, you will see the pla (English product listing ad) tag. | – |
{merchant_id} | ID of the Google Merchant Center account that this ad belongs to. | – |
{product_id} | ID of the product advertised in this ad (as specified in your data feed in Google Merchant Center). | – |
{product_country} | The country where the product advertised in this ad is sold. | – |
{product_language} | The language in which the product description is written (as indicated in your data feed in the Google Merchant Center). | – |
{product_partition_id} | Unique ID of the product group that this ad belongs to. | – |
| Parameters for regular campaigns with product ads | ||
{adwords_producttargetid} | Unique ID of the target product (in campaigns with product targeting). | – |
{adtype} | In product-targeted campaigns, you will see the pla (English product listing ad) tag if the click came from a product ad. | – |