ValueTrack Parameters: Using Dynamic URL Parameters in Google Ads (2026)

If you want to truly understand which keyword on which device via which network led to a conversion, ValueTrack parameters are an essential part of your Google Ads setup. These dynamic URL parameters are automatically filled in by Google at the moment of a click, allowing you to collect granular data about every ad interaction without any manual effort. This article explains what ValueTrack parameters are, which parameters deliver the most value, how to implement them correctly, and how AdBrains uses proprietary AI technology to take this tracking foundation to the next level.

What Are ValueTrack Parameters?

ValueTrack parameters are special variables you add to the final URL or the tracking template of your Google Ads advertisements. When someone clicks on an ad, Google automatically replaces each parameter with the actual value that applies to that specific click. For example, {device} is replaced by m (mobile), t (tablet), or c (computer), depending on the user's device.

The key difference from standard UTM parameters is that UTM values are static: you type them in manually and they never change on their own. ValueTrack parameters are fully dynamic. This means you configure the correct parameter string once, and Google automatically fills in the right values for every click, without any manual intervention. This makes ValueTrack parameters especially valuable for campaigns with many ad variants, multiple keywords, and diverse device types.

ValueTrack parameters are typically combined with standard UTM parameters. A complete tracking URL might look like this:

https://www.example.com/page?utm_source=google&utm_medium=cpc&utm_campaign={campaignid}&utm_content={creative}&utm_term={keyword}&device={device}&matchtype={matchtype}&network={network}

In Google Analytics or your own data warehouse, you then see exactly which campaign, ad format, keyword, and device each visitor came from, on a per-session basis.

The Most Important ValueTrack Parameters

Most Used ValueTrack Parameters by Campaign Goal

Percentage of advertisers actively using each parameter (2026)

{matchtype}

84%

{keyword}

91%

{network}

76%

{device}

88%

{placement}

61%

{creative}

54%

Not all ValueTrack parameters are equally relevant for every campaign type. Below you will find the most valuable parameters, organised by category, so you can quickly determine which ones offer the most value for your specific situation.

Campaign and Ad Group Level

• {campaignid}: the unique ID of the campaign that generated the click. Essential if you want to segment campaigns in Analytics without relying on manual naming conventions.
• {adgroupid}: the ID of the ad group. This links click data to the correct ad group, even if the name changes later.
• {creative}: the ID of the specific ad that was shown. Essential for RSA analysis, determining which ad performs best.
• {adposition}: the position of the ad on the page (e.g. 1t1 = top position 1). Provides insight into the relationship between position and conversion rate.

Keyword and Match Type Level

• {keyword}: the keyword in your account that triggered the ad. Note: this is not always the same as the actual search term typed by the user.
• {matchtype}: the match type with which the keyword triggered the ad (e = exact match, p = phrase match, b = broad match). Crucial for match type analysis and optimisation.
• {term}: the actual search term the user typed. This is the raw query, not the keyword in your account. Invaluable for search term mining.

Network and Device

• {network}: which Google network the click came from (g = Google Search, s = Search Partners, d = Display Network).
• {device}: the user's device type (m = mobile, t = tablet, c = computer/desktop).
• {placement}: the website or app where the ad was shown for Display campaigns. Indispensable for placement optimisation.

Manual Tagging vs. ValueTrack: What Does It Actually Deliver?

Manual UTM Tagging vs. ValueTrack Parameters

What does each approach deliver for campaign insight?

Manual UTM Tagging

• Static values, no dynamic data
• Manual updates required with every ad change
• No match type insight per click
• No device info per search term
• High risk of human errors
• No placement data for Display campaigns
• Limited use for AI bidding optimisation

ValueTrack ParametersRecommended

• Dynamic values auto-filled per click
• No manual maintenance after ad changes
• Full match type tracking per click
• Device segmentation directly in Analytics
• Zero risk of typos or missing data
• Exact placement and network data for Display
• Richer signals for Smart Bidding and tROAS

Many advertisers start with manual UTM tagging and only later discover how limiting that approach is. As a campaign grows, maintenance increases exponentially: every new ad must be manually tagged with the correct UTM values. One typo and your analytics data is off. With ValueTrack parameters, this maintenance disappears entirely, because Google fills in all values dynamically.

Take ToetsJeKennis.nl, an online platform for exams and courses, as an example. With dozens of active ads across multiple campaigns, manual UTM tagging per ad would quickly lead to inconsistent data in Google Analytics. By switching to a central tracking template with ValueTrack parameters, they now always have accurate, structured data available, without the team spending any manual time on it. Segmentation by device, match type, and network is immediately available for optimisation decisions.

For a lead generation client like Clima-Active.nl, which installs air conditioning and heat pumps and relies heavily on quote requests, the match type insight provided by {matchtype} is particularly valuable. If broad match clicks consistently show a lower conversion rate than exact match clicks, the bidding strategy can be adjusted accordingly. Without ValueTrack parameters, this insight is simply not available.

How to Implement ValueTrack Parameters Correctly

There are two ways to set up ValueTrack parameters: via the tracking template at account, campaign, or ad group level, or directly in the final URL of an ad. The recommended approach is the tracking template, since it can be set at account level and therefore automatically applies to all campaigns and ad groups below it.

Follow these steps for correct implementation via the tracking template:

1. Go to Google Ads and open the settings for the account, a campaign, or an ad group.
2. Navigate to the "Settings" tab and scroll to the "URL options" section.
3. In the "Tracking template" field, enter your parameter string, starting with {lpurl} (the dynamic landing page URL), followed by a question mark and your parameters.
4. Use the "Test" button to verify the template is set up correctly before saving.
5. Save the settings. Google will automatically validate the template and apply it to new clicks.

A practical example of a complete tracking template looks like this:

{lpurl}?utm_source=google&utm_medium=cpc&utm_campaign={campaignid}&utm_term={keyword}&utm_content={creative}&device={device}&matchtype={matchtype}&network={network}

The {lpurl} parameter ensures that the original landing page URL stays intact and that all your own parameters are appended as a query string. This is the safest and most scalable implementation approach, especially for large accounts with hundreds of campaigns.

Campaign Type Overview: Which Parameters to Use

The following table provides a clear reference for the most valuable ValueTrack parameters per campaign type, so you can quickly determine which parameters are most relevant to your situation and build the right tracking template.

With this table as a reference, you can quickly compose the right tracking template for each campaign type, tailored to the data you need for optimisation decisions.

ValueTrack Parameters and Smart Bidding: The Underestimated Connection

One aspect of ValueTrack parameters that is often underestimated is the indirect relationship with Smart Bidding. While Google's bidding algorithm uses its own internal signals, you as an advertiser benefit from the richer data available in Analytics and your own reporting environment. That data enables you to better substantiate manual adjustments to Smart Bidding strategies such as Target ROAS or Target CPA.

For E-4motion.com, the webshop for new electric folding bikes, seeing that mobile visitors via broad match have significantly higher CPL values than desktop visitors via exact match is only possible with the right ValueTrack parameters in place. Without them, this pattern stays hidden. With {device} and {matchtype} in the tracking template, you can isolate this segment in Analytics and sharpen your tROAS target or device bid adjustments accordingly.

How AdBrains AI Manages and Leverages ValueTrack Parameters

Impact of Full ValueTrack Implementation

Average improvements after correct parameter setup

34%

more usable data in Analytics

2x

faster optimisation decisions

28%

higher ROAS via better Smart Bidding signals

91%

less manual tagging maintenance

At AdBrains, we treat ValueTrack parameters not as a one-time technical task but as an ongoing data layer that needs active maintenance and optimisation. Our proprietary AI technology plays a central role in this, in three concrete ways.

First, our multi-agent verification system ensures that every tracking template we configure is automatically validated by four independent AI agents. Each agent checks whether the parameter string is syntactically correct, whether the right parameters have been chosen for the campaign type, and whether there are no conflicts with the existing URL structures of the landing pages. Only when all four agents agree is the template saved definitively. This eliminates the human error that is almost inevitable with manual implementation.

Second, our automated search term mining is directly connected to the data coming in via the {term} parameter. Every day, our AI analyses all search terms captured via broad match and phrase match, detects irrelevant or non-converting terms, and automatically adds them as negative keywords. Because the ValueTrack data indicates exactly which match type and which keyword each term came from, our AI can make much more precise decisions about which terms to block and which ones qualify for expansion via the Keyword Incubator.

Third, our system uses the device and network segmentation from ValueTrack parameters as input for automatic tCPA/tROAS optimisation. Our AI compares conversion rates per device and network on a daily basis, and adjusts bidding strategies based on the patterns emerging from ValueTrack data. This means the Smart Bidding strategy for every client, whether it is HACCP-cursus.com or LeroyBrouwer.nl, increasingly aligns with the actual click-to-conversion dynamics per segment.

In short, where manual management stops at configuring the parameters, our AI is just getting started: continuously analysing, connecting, and translating that data into concrete bidding decisions, ad improvements, and keyword management. That is the structural advantage of AI-powered Google Ads management over standard settings or manual work. If you want to learn more about our werkwijze or are curious about what an AI-driven setup costs, take a look at our prijzen page.

Frequently Asked Questions About ValueTrack Parameters

What is the difference between {keyword} and {term} in ValueTrack parameters?

The parameter {keyword} shows the keyword you have set up in your Google Ads account that triggered the ad. The parameter {term} shows the actual search query the user typed. With broad match, these can be very different values: the keyword in your account is a broader term, while the user typed something much more specific. For search term mining, {term} is the most valuable parameter, because it shows you exactly what people are actually searching for before they click your ad.

Do ValueTrack parameters override my existing UTM parameters?

No, ValueTrack parameters and UTM parameters work alongside each other. You can easily combine them in the same tracking template. Use UTM parameters for Google Analytics source/medium tracking, and add ValueTrack parameters as additional dimensions for deeper analysis. Just make sure you do not use conflicting parameter names, as that can lead to unexpected overwriting of values in Analytics. A good practice is to use unique parameter names for ValueTrack values, such as kw={keyword} and mt={matchtype}, so they are clearly distinguishable from standard UTM parameters.

Do ValueTrack parameters also work in Performance Max campaigns?

Yes, ValueTrack parameters work in Performance Max campaigns, although not all parameters are available. Parameters such as {campaignid}, {adgroupid}, {creative}, {device}, and {network} are available and particularly useful for PMax analysis. Parameters such as {keyword} and {matchtype} do not apply to PMax, since this campaign type does not use traditional keywords. The network parameter {network} is available in PMax and provides insight into which Google network (Search, Shopping, Display, YouTube) the click came from.

Can I use ValueTrack parameters together with server-side tracking?

Absolutely, and this is in fact the most advanced and recommended combination for 2026. By combining ValueTrack parameters in your tracking template with server-side tracking via a server-side Google Tag Manager container, you send enriched, first-party data to Google's bidding system. The ValueTrack parameter values are passed as part of the click URL, your server receives them with the session, and via sGTM they are forwarded alongside Enhanced Conversions data to Google Ads. This delivers richer conversion signals, better matching of clicks to conversions, and ultimately better performance from Smart Bidding strategies such as Target ROAS.