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AdWords: Google Introduces New ValueTrack ‘{matchtype} and {network}’ Parameters to Track Ad Clicks with Dynamic Destination URLs

Google launched two new “ValueTrack parameters,” a feature that helps you pass dynamic AdWords ad click information in your Destination URL. With additional enhancements, you can track even more detail including keyword matching option for ad clicks.

Starting now, your destination URL can include {matchtype} and {network} parameters. “{matchtype} parameter provides you with the matchtype of the keyword for search ads (“b” for broad, “p” for phrase, and “e” for exact). And, {network} parameter gives information about where the ad appeared (“g” for Google search, “s” for search partners, and “d” for display partners).”

If an ad click comes from a search partner, and the keyword that triggered the ad, used cars, is a broad match keyword, in your web logs you’ll find that ValueTrack parameters in the URL have been replaced with following:

{keyword} = used cars
{matchtype} = b
{network} = s

In your web logs you’ll see: http://www.yoursite.com/?keyword=used%20cars&matchtype=b&source=s

Learn more about how to implement all 13 ValueTrack parameters, on AdWords Help Center.

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