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. They are best used when you want to learn more about the clicks on your ad, or if you are starting out with tracking.

When you enable auto-tagging, that automatically adds a Google Click Identifier (GCLID) to every URL that can be used later to map an ad click to a row in the report.

For an overview of how ValueTrack parameters work, refer to About ValueTrack parameters. For a complete list of ValueTrack parameters, see the Available ValueTrack Parameters section in Set up tracking with ValueTrack parameters.

Google Analytics and its associated APIprovides another option to gather metrics on clicks.

Google Ads API reporting has resources and views where you can query fields that correspond to ValueTrack parameters. However, the mapped field does not necessarily have an identical text value. For example, when {matchType} equals e (which is short for exact match), a corresponding report field such as ad_group_criterion.keyword.match_type will show EXACT. Some example mappings are shown in the following table.

How ValueTrack parameters map to report fields

ValueTrack Parameter Field(s) in report resources Description
{adgroupid} ad_group.id 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:

There is no field that maps to the ad's location, such as "top" or "side".

The position on the page where your ad appeared, with a value like "1t2" (this means page 1, top, position 2).
{advanced_booking_window} segments.hotel_booking_window_days The number of days between the date of the ad click and the check-in date being advertised. For example, '3' for an ad clicked on June-5 with a check-in date of June-8.
{campaignid} campaign.id 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} ad_group_ad.ad.id A unique ID for your ad.
{device} segments.device The type of device the click came from.
{feeditemid} feed_item.id The ID of the Feed-based extension that was clicked.
{extensionid} asset.id The ID of the Asset-based extension that was clicked.
{hotelcenter_id} segments.hotel_center_id The ID of the Hotel Center account linked to the campaign that generated the ad when clicked.
{hotel_id} segments.partner_hotel_id The hotel ID of the hotel from the associated account's hotel feed.
{keyword} segments.keyword.ad_group_criterion

Note that the text query can be found using the criterion resource name.

 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} click_view.area_of_interest.most_specific The ID of the location of interest that helped trigger the ad. (You can look up a criterion ID using GeoTargetConstantService.SuggestGeoTargetConstants)
{loc_physical_ms} click_view.location_of_presence.most_specific The ID of the geographical location of the click. (You can look up a criterion ID using GeoTargetConstantService.SuggestGeoTargetConstants)
{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} segments.product_merchant_id 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} segments.product_channel The type of shopping channel through which the product featured in the clicked Product Listing Ad is sold.
{product_country} segments.product_country The country of sale for the product in the clicked ad.
{product_id} segments.product_item_id The ID of the product featured in the clicked ad, as indicated in your Merchant Center data feed.
{product_language} segments.product_language The language of your product information, as indicated in your Merchant Center data feed.
{product_partition_id} ad_group_criterion.criterion_id The unique ID for the product group the clicked product ad belongs to.
{rate_rule_id} segments.hotel_rate_rule_id The identifier of any special price that was clicked on. Travel advertisers can apply conditional rates to specific users (for example, loyalty members), specific devices (for example, discount for mobile users), and specific countries.
{store_code} segments.product_store_id With a campaign using the local shopping channel, you'll see the unique ID of the local store.
{targetid} 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".
{travel_start_day}
{travel_start_month}
{travel_start_year}
 segments.hotel_check_in_date The check-in date's day/month/year displayed in the ad.

How ValueTrack parameters map between the Google Ads UI and Google Ads API

This table maps ValueTrack parameters between the Google Ads API UI and Google Ads API, in particular to the AdNetworkType enum values.

UI name API enum ValueTrack parameter Notes
Google Display Network CONTENT d For Google Video Partners with the ValueTrack parameter vp, that will also appear as CONTENT in the API.
Google TV GOOGLE_TV gtv  
Cross-network MIXED x Note that there isn't always a ValueTrack parameter.
Google search SEARCH g  
Search partners SEARCH_PARTNERS s  
N/A UNKNOWN N/A If the Google Ads API does not support the enum, yet, but the enum is present in the UI, then the Google Ads API returns UNKNOWN.
N/A UNSPECIFIED N/A
YouTube YOUTUBE ytv  
Google-owned channels UNKNOWN   Demand Gen doesn't return a network ValueTrack parameter.
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