ValueTrack parametersValueTrack parameters

ValueTrack parameters let one tracking setup report the details of each click. You write them in braces in a tracking template, a final URL suffix or a custom parameter, and Google substitutes the value at the click.

• {lpurl}: the final URL, escaped unless it starts the template.
• {keyword}: the keyword from the account that matched, not the search as typed, and blank when an ad matched without one.
• {matchtype}: e, p or b, for exact, phrase or broad, or a for AI Max matching without a keyword.
• {device}: m, t or c, for mobile, tablet or computer.
• {campaignid}, {adgroupid} and {creative}: the ids of the campaign, ad group and ad.
• {network}: where the click came from, such as g for Google search and s for search partners.

For a brand, ValueTrack is how an affiliate's tracking can carry the click's details to its network, and how your own team can label clicks for analytics. If your landing pages receive google / cpc visits with values like these in parameters your team never set, they can come from someone else's tracking on an ad. The keyword value is the advertiser's own keyword, which can tell you whether a publisher's ad reached your name through a generic keyword.