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ValueTrack: Recap & New Parameters for Enhanced Campaigns.

The author

James Holding

Head of Analytics

ValueTrack parameters can be used within AdWords destination URLS to pass specific information to a variety of tracking platforms, essential for analysing and understanding the performance of your account.

ValueTrack parameters can be used within AdWords destination URLS to pass specific information to a variety of tracking platforms, essential for analysing and understanding the performance of your account.

Moving From Keyword to Advert Level Tracking

The ValueTrack parameters are capable of passing a lot of information about an account. If a campaign was using keyword level tracking, the URL may look similar to this example:

www.epiphanysearch.co.uk/?keyword=orange&campaign=brand+orange&matchtype=broad

If you wanted to move to advert level tracking, to make it easier to run a landing page test, the above setup would not be able to pass the keyword level data to a third party tool and this is where ValueTrack comes in.

By using dynamic variables, you are able to pass the same information at ad group level:

www.epiphanysearch.co.uk/?keyword={keyword}&campaign=brand+orange&matchtype={matchtype}

Note that the keyword inserted is the term that has been matched to in your account, not the actual term that has been typed by the user.

Product Feed Tracking

Adding tracking parameters to the product feed using the AdWords URL field is essential to track product performance - especially now it is rolling to the new paid model.

The AdWords URL attribute in the product feed is used in-place of the standard URL when a user has come through a paid advert.  Specific variables are available to track product feed performance, such as {adtype} which distinguishes between a product extension or product listing ad (returning either “pe” or “pla”).

Enhanced Campaigns

With the recent launch of enhanced campaigns, additional variables have been added to the ValueTrack system. For example the new parameter{ifnotmobile:[value]}, while the following parameter has chanced use slightly: {ifmobile:[value]}.

Previously when the parameter {ifmobile:[value]} was used, tablets were included in the results. Enhanced campaigns have bundled tablets and desktop together, so the ifmobile parameter has changed to reflect this.

With this in mind, if you have wanted to direct users to a mobile site, you could use a URL similar to the following: {ifnotmobile:www.epiphanysearch.co.uk}{ifmobile:www.epiphanysearch.co.uk/mobile}

ValueTrack has a wide range of variables that can be used to track performance information. You could track the network that the click has originated from (either “Google search”, “search partner” or “display”), as well as the device which the click generated from.

A full list of available parameters can be found on the Google support page. Find out more information on ValueTrack from Google here and on the Adwords blogspot here.

If you have any questions - leave a comment below!