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Mapping ValueTrack Parameters With Report Fields  |  AdWords API

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 can be used later to map an ad
click to a row in the Click Performance Report.

Many of the ValueTrack parameters map to fields in
AdWords API 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
the 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,
the following characters are escaped: ?, =,
", #, 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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