What are ValueTrack Parameters in AdWords?


valuetrack parametersIntroduction to ValueTrack Parameters

Using ValueTrack parameters is the most straightforward way for advertisers to track ads-related information.

A ValueTrack parameter is a type of URL parameters.  Advertisers can add them to their ad’s landing page URLs. These parameters track and record information about the source of an ad-click. ValueTrack parameters are the best pick for advertisers who are keen on learning more about the clicks on their ads. ValueTrack parameters are also the basics of tracking in AdWords.


In this article, I will explain the working of  ValueTrack parameters with tracking template.

Every URL parameter is a text that is wrapped in curly brackets ({}). For instance, {matchtype} is one such example. All these URL parameters can be a part of your tracking template, custom parameter or final URL of an ad.

When someone clicks on your ad, AdWords substitutes the ValueTrack parameter with a value based on the details of the ad when at the time of the click.

For instance, the parameter {matchtype} registers the match type of the keyword which triggered an ad. When you review the data, instead of seeing {matchtype}, ValueTrack records different values for each match type. The value for a broad match type is “b“, for a phrase match type is “p“, and for an exact match type is “e“.  If a value is not determined, AdWords replaces the ValueTrack parameter with space.

Advertisers can view the details of different parameters in Google Analytics or their website-analytics.


Let’s say that you manage a flower shop. Its website is http://www.example.com. Now you want to identify the type of device customer use when they click on your ads.

Your Final URL can be www.example.com. Subsequently, you can add the ValueTrack parameters {lpurl} and {device} to your tracking template. You can do this from URL options. An example of the tracking template will look like this:


When someone searches for flowers on his or her computer or laptop and then clicks on your ad, the URL that redirects them looks this:


The ValueTrack parameter {device} allows an advertiser’s tracking software to track the devices that customer use to reach their website.

“IF” functions

Few URL parameters use “IF” functions. “IF” functions let advertisers specify any value that they like to insert based on the type of their ad. They can replace the [value] with any custom text that they prefer. AdWords will show this text in their reports.


If a click on your ad was generated from the Search Network, you can use {ifsearch:[value]} parameter to see “search” as the value in your reports. All you need to do is replace [value] with “search.”

Compatibility of ValueTrack Parameters

AdWords has made ValueTrack parameters compatible with different campaign types:

  • Search Network campaigns
  • Display Network Campaigns
  • Shopping Campaigns
  • Universal App Campaigns

Nevertheless, AdWords has defined a few campaign-specific requirements that advertisers need to abide.

When using ValueTrack parameters with Dynamic Search Ads, Google will generate the final URL automatically. Nonetheless, advertisers can use ValueTrack parameters in their tracking templates and custom parameters. Tracking template must include a ValueTrack parameter that inserts your final URL (e.g. the {lpurl} parameter).

When using ValueTrack parameters with Universal App campaigns, advertisers must utilise third-party analytics which confirms installs (confirmed installs).


About the author

Mantha Sai Praveen

Content marketer by day, a poet by night.