ValueTrack Overview

Scenario #1: "I want to know if my traffic is coming from search or content for my keyword-targeted campaign

 

Option A:

Description:
When you want our system to pass back granular information about whether your clicks came from Google search, the Search Network or the Display Network, ValueTrack allows you to use a single tag: {network}.

Parameter:
{network} records the network where the ad click originated ("g" for Google search, "s" for one of our search partners or "d" for one of our display partners).

Implementation:
If your current Destination URL for a keyword is: http://www.example.com

And you'd like to know which network the visitor came from, the new URL would look like this:
http://www.example.com/?network={network}

You can also add the {creative} or {keyword} parameters, making the URL look like this:
http://www.example.com/?network={network}&creative={creative}&keyword={keyword}

 

 

Examples of what you'll see:
If the {network} parameter is used, you might see:
http://www.example.com/?network=g

If the {network} and {creative} parameters are used, you might see:
http://www.example.com/?network=g&creative=59904118

If the {network}, {creative} and {keyword} parameters are used:
http://www.example.com/?network=g&creative=59904118&keyword=used%20cars

 

 

Scenario #2: "I want to see the specific sites where I'm getting traffic, and the specific ad that's served".

Campaign type:
Placement-targeted campaigns and keyword-targeted campaigns that target the Google Display Network

Description:
When you want to see the domain name of the site that served your ad, as well as the ad that was served, you can use the following parameters: {placement} and {creative}.
Parameters:
The {placement} parameter records the domain on which the ad was served (gmail.com, for example).
The {creative} parameter records the creative ID of the ad that was served.
Implementation:
If your current Destination URL for one of your sites is: http://www.example.com/
And you'd like to register which site delivered the visitor, your new URL would look like this:
http://www.example.com/?placement={placement}If you'd like to know which ad was shown on the site, the URL would look like this:
http://www.example.com/?creative={creative}
You can also use both the placement and the creative parameters in the same URL, which would look something like this:
http://www.example.com/?placement={placement}&creative={creative}
Examples of what you'll see:
If you use the {placement} parameter: http://www.example.com/?placement=gmail.com
If you use the {creative} parameter: http://www.example.com/?creative=599041118
If you use both the {placement} parameter and the {creative} parameter:
http://www.example.com/?placement=gmail.com&creative=599041118 

Scenario #3: "I want to see the specific keywords where I'm getting traffic".

 

Campaign type:
Keyword-targeted

Description:
When you want to see which keyword from your ad group referred a visitor to your website, you can use the {keyword} parameter.

Parameter:
The {keyword} parameter works for both search and display campaigns. In the case of search, we'll return the specific keyword that triggered your ad; in the case of display, we'll return the best-matching keyword, since targeting on the Display Network is done at the ad group level.

Implementation:
If your current URL for one of your ads is: http://www.example.com/

And you'd like to track which keyword in your ad group delivered the visitor, your new URL would look like this:
http://www.example.com/?keyword={keyword}

Example of what you'll see:
http://www.example.com/?keyword=used%20cars 

Scenario #4: "I want to see the specific placement or category that I've targeted".

 

Campaign type:
Placement-targeted

Description:
When you'd like to see the specific placement or category that was targeted in placement-targeted campaigns, use the {target} parameter.

Parameter:
The {target} parameter records the placement category that generated the click.

Implementation:
If your current URL for one of your sites is: http://www.example.com/

And you'd like to register which placement in your ad group delivered the visitor, your new URL would look like this:
http://www.example.com/?target={target}

You can also use both the target and the placement parameters in the same URL, allowing you to track both the placement that was targeted and the site where your ad appeared.

It would look something like this:
http://www.example.com/?target={target}&placement={placement}

Example of what you'll see:
If the {target} parameter is used: http://www.example.com/?target=%2Fentertainment%2Fcelebrities

If the {target} and {placement} parameters are used:
http://www.example.com/?target=%2Fentertainment%2Fcelebrities&placement=gmail.com

 

Scenario #5: "I want to see the match types of the specific keywords where I'm getting traffic"

 

Campaign type:
Keyword-targeted

Description:
When you want to see the match type of the keyword that referred a visitor to your site, you can use the {matchtype} parameter.

Parameter:
{matchtype} records the match type of the keyword that resulted in the ad click ("b" for broad, "p" for phrase or "e" for exact). Please note that the {matchtype} parameter will return "b" for modified broad match keywords.

Implementation:
If your current Destination URL for one of your ads is: http://www.example.com/

And you'd like to register the keyword as well as the match type of the keyword that delivered the visitor, your new URL would look like this:
http://www.example.com/?keyword={keyword}&matchtype={matchtype}

Example of what you'll see:
http://www.example.com/?keyword=used%20cars&matchtype=p