Set up ValueTrack parameters in Google Ads

Step-by-step Playbooks
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@amy-hebdon

Business Benefits

Collect information about the source of your Google Ads clicks.

Determine whether you need ValueTrack parameters and define your objective for using them.

Google turns on auto-tagging by default. ValueTrack parameters are most often used when employing 3rd party tracking platforms or to customize landing pages through the use of these parameters.

Choose ValueTrack parameters you need to support your account and your objective.

It’s good to err on the side of comprehensive tagging. You can always add additional parameters later, but that data will only be available from that point on. The tracking template has a limit of 2,048 characters. Any parameters over that limit will be truncated.

Verify auto-tagging is turned on.

Auto-tagging is turned off by default. To verify that is turned on you should:

  1. In the side navigation pane, click Settings and then Account settings.
  2. Ensure the checkbox next to Tag the URL that people click through my ad is ticked.
  3. Click Save.

If using Google Analytics, verify override settings.

  1. Open Google Analytics
  2. Click on Admin and go to the relevant property.
  3. Click Property Settings.
  4. Under Advanced Settings, check that the Allow manual tagging (UTM values) to override auto-tagging (GCLID values) checkbox is unticked.
  5. Click Save.

Set up an account-level tracking template.

  1. From the navigation menu on the left, click All campaigns > Settings > Account settings.
  2. In the Tracking template field, enter {lpurl}? followed by the ValueTrack parameters you chose earlier. For example:
    {lpurl}?campaign={campaign}&adgroup={adgroup}&matchtype{matchtype}
  3. If you use a 3rd-party tracking tool or service, enter the URL you received from that service. For example:
    http://www.trackingservice.com/?url={lpurl}&id=413
  4. Click Save.

Depicts the option to add a tracking template at the account level.
Screenshot of Tracking Template option1023×134 7.16 KB

Set up lower-level tracking templates if necessary.

Setting templates up at the account level simplifies management and ensures coverage, but they can also be set up at the campaign, ad group, ad, sitelink, keyword & dynamic ad level. When ads are served, the most specific level tracking template will be appended to your landing page URL. To set up a lower-level template:

  1. Click on the column icon above the statistics table, then click Modify columns.
  2. Expand the Attributes option and click Tracking template.
  3. Click Apply.
  4. Hover over any entry in the Tracking template column and click the pencil icon when it appears.
  5. Edit the tracking template using your chosen ValueTrack parameters.
  6. Click Save.

Test your tracking templates to make sure your tracking template is set up correctly and driving to the correct landing page.

You can use the Test button to check that your tracking is set up correctly. Once you click Test, Google Ads combines final URLs with your tracking information to ensure your ad will lead to a valid landing page.

Last edited by @hesh_fekry 2023-11-14T11:30:42Z