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Mapping ValueTrack Parameters With Report Fields

ValueTrack parameters are URL parameters you can add to your ads' landing page URLs. They collect information about the source of your ad clicks, and are best used when you want to customize your landing page based on these parameters. For reporting use cases, it's best to use the Click Performance Report or other aggregated reports below. Enabling auto-tagging automatically adds a GCLID to every URL and later can be used to map an ad click to a row in Click Performance Report.

Many of the ValueTrack parameters map to fields in AdWords reports, however not necessarily with identical text value. For example, when {matchType} equals "e" (which is short for exact match) a corresponding report field, such as KeywordMatchType, will show "Exact".

For an overview, read Use ValueTrack parameters with your tracking template. For a complete list of ValueTrack parameters, see the Available ValueTrack Parameters section in the Set up tracking with ValueTrack parameters guide.

Another option for gathering metrics on clicks is through Google Analytics and its associated API.

How ValueTrack parameters map to report fields

ValueTrack Parameter Field(s) in Click Performance Report Other Report Fields Description
{adgroupid} AdGroupId The ad group ID. (Use this when you've set up your tracking info at the account or campaign level and want to know which ad group served your ad.)
{adposition} Maps to a combination of:

Note that currently there isn't a field that maps to the ad's location (for example "top", "side", etc.)

Slot The position on the page where your ad appeared, with a value like "1t2" (this means page 1, top, position 2).
{campaignid} CampaignId The campaign ID. (Use this when you've set up your tracking info at account level and want to know which campaign served your ad.)
{creative} CreativeId A unique ID for your ad.
{device} Device Device The type of device the click came from.
{feeditemid} FeedItemId The ID of the extension that was clicked.
{keyword} CriteriaId

Note that the text query can be found using the criteria ID.

For the Search Network, the keyword from your account that is matched to the search query. For the Display Network, the keyword from your account that is matched to the content.
{loc_interest_ms} AoiMostSpecificTargetId The ID of the location of interest that helped trigger the ad. ( See location IDs.)
{loc_physical_ms} LopMostSpecificTargetId GeoPerformanceReport.MostSpecificCriteriaId The ID of the geographical location of the click. ( See location IDs.)
{lpurl} The final URL. It will be escaped unless you put {lpurl} at the beginning of your tracking template. If {lpurl} is not at the beginning of your tracking template, it escapes the characters ?, =, ", #, \t, ', and [space].
{matchtype} The match type of the keyword that triggered your ad. (Read more about match types.)
{merchant_id} ShoppingPerformanceReport.MerchantId The ID of the Google Merchant Center account directly owning the clicked Shopping Ad.
{placement} The content site where your ad was clicked (for keyword-targeted campaigns), or the matching placement targeting criteria for the site where your ad was clicked (for placement-targeted campaigns).
{product_channel} ShoppingPerformanceReport.Channel The type of shopping channel through which the product featured in the clicked Product Listing Ad is sold.
{product_country} ShoppingPerformanceReport.CountryCriteriaId The country of sale for the product in the clicked ad.
{product_id} ShoppingPerformanceReport.OfferId The ID of the product featured in the clicked ad, as indicated in your Merchant Center data feed.
{product_language} ShoppingPerformanceReport.LanguageCriteriaId The language of your product information, as indicated in your Merchant Center data feed.
{product_partition_id} ProductPartitionReport.Id The unique ID for the product group the clicked product ad belongs to.
{store_code} ShoppingPerformanceReport.StoreId With a campaign using the local shopping channel, you’ll see the unique ID of the local store.
{targetid} CriteriaId The ID of the keyword (labeled "kwd"), dynamic search ad ("dsa"), or remarketing list target ("aud") that triggered an ad. For example, if you add a remarketing list to your ad group (criterion ID "456") and target the keyword ID "123", the {targetid} would be replaced by "kwd-123:aud-456".

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