The Ultimate Guide To Tracking Template (Google Ads)


Are you wondering which device is deriving most clicks & conversion to your website? If you are running ads using google ads, you have already getting lots of valuable information into your google ads account like: how many people clicked on your ads, how many conversions you got, what keyword got the most clicks and so on…

One thing you have not noticed: you won’t get the post click data until and unless you set them up like:  source or the placement of your ads that is getting most clicks? Which device is deriving most clicks? Which match types triggering your ads most? Have you ever wondered about this stats?

If your answer is no.. then you should consider/track them up… because these stats are very fruitful and getting extra/additional stats is always beneficial…

Do you want to track which ad network the clicks came from? Or the website where our ad was clicked in display campaigns? If you are nodding head, then this post is for you.

But how to track all of these above mentioned stats?

This is what Tracking template does in Google ads(previously known google adwords)… it track all of them… Whether you have a single ad or hundred of ads… or running a single campaign or hundreds of campaigns… tracking template will always a life saver and will save you from hectic task by putting value track parameters in tracking template…

So today

In this post you will get to know how URL tracking works in google ads  and how to set it up? We will learn from very scratch… this step by step guide tutorial will teach you…

  • What is tracking template?
  • How to set up parameters for URL tracking?


What is Value track parameter/custom parameters?

If you are familiar with UTM(urchin Tracking monitor) parameters then this won’t be hard for you. Value Track parameters are upgraded version of UTM parameters that help you to gather additional insights about your campaign, adgroup and ads.  This is the easiest way to track the information about your ads, all you need to put the tags into tracking template and it will start populating automatically into your google analytics account.

Tracking Template Campaign URL Options

What is adwords Tracking Template or campaign URL option?

Tracking template is a template or an area/field where you can put some extra tags and parameters to track additional information. In order to track additional insights you have to use URL Parameter/value track parameters to customise the final URL it won’t affect display URL.

Example of Adwords Tracking Parameters: {lpurl}, {keyword}, {placement}, {campaignid}

There are different types of parameters are available so you can get maximum benefit out of it… Here.

You can Set Value track parameters at different level of your google ads account.

Value Track Templates can be set at these phases.
  • Campaign level tracking
  • Ad group level tracking
  • Ad level tracking
  • Sitelink Extension level
  • Dynamic Ad Level
Campaign level tracking

Whether you want to track search campaign or want to track the best website which deriving most sales, no matter how many google ads campaign you have, you can track them at one go. If you want to use this feature then

  1. Go to settings section on the left hand menu of google ads account
  2. Click on tracking.
  3. Then a panel will appear where you can set URL tracking parameters.
Adgroup Level tracking-

if you want to track which adgroup performs better according to devicewise then you must consider adgroup level traking…
1.Click on the ad groups section on the left hand side menu.
2.Hover your mouse over the tracking template column on the right hand side of each adgroup.
3.Click on the pencil icon, then you will see tracking template of adgroup level.
4.You have to start with {lpurl} & then append the parameters that you want to track. Like: {lpurl}&matchtype={matchtype}.
5. Then click save.

Ad level Tracking
  1. Click on the ads & extension section the left hand menu of your google ads account.
  2. Click on the pencil section which you can see on the right side of each & every ads.
  3. You will see Ad URL option in the bottom of your ads creation panel>Click on it
  4. Set the parameters and click on save.
Sitelink level tracking

If you are interesting in tracking of ad extension(sitelink) then you should consider sitelink level tracking.

  1. Click on the ads & extension section the left hand menu of your google ads account.
  2. Now click on the extension section and select sitelink extension in the list of extensions.
  3. Click on the pencil icon and expand the panel, you will see the option for tracking.
  4. Click on the save.
Dynamic Ad target level tracking
  1. Click on the dynamic ad target in the left hand page menu.
  2. Hover your mouse to tracking template column.
  3. Click on the pencil button.
  4. Tracking template panel will appear> set the desired tags that you want to track.
  5. Click save.

How Tracking Template will look like after adding values?

It used to look like this after setting up the parameters{keyword}device={device}

but after 30 October 2018 it won’t show like that… Only the final URL would show….

Like this:

because Google has introduced new feature called parallel tracking….

The parameters will run in background, your landing page will loads faster than before.. say thanks to google…



By mistake, if you use spaces in tracking template or between the parameters then tracking would not work.

If you use space in between tracking parameters then you would see %20 between words automatically, google will add %20 at the space area so that it will work properly.


Example of Value Track Template/Tracking template:

ok fella i am getting your point… but how it works? This question is still revolving in your mind… isn’t it?{keyword}device={device}


How value track parameter works?

Example: Let’s say you run a shop, and you want to track which type of device people are using most when they click your ads…

Then you will have to add value track parameters in tracking template.


Like this:{device}

All set…

“?”= I have used this after the final URL. This we use to add some value track parameters.. we have to use it after the final URL.

″&”= If you want to track more than one or two value track parameters then all you need to do is to append them in URL using “&”. You can append some additional value track parameter by just after either the first value track parameter  using “&=ampersand” or the following parameter.

“{}”= We use these curly brackets when we don’t know about the information about parameter.


i have added {device} tag because i don’t know which device drives most clicks to my website. The value track parameter of device is {device}.

in the same way i can add this:

source={source}  & medium = {medium}

to track the source of clicks and the medium of clicks. I have added google because i knew that google is the source where i am running ads currently and medium is adwords that i am using to promote my services.

ok ok ok…

Now if somebody searches something on google related to your ads using mobile and clicks on your ad, the URL will look like this:

In the same way if you have addend source={source} and if someone will click on your ads using google and device mobile then it will show like:

ok Great now i know how actually these parameter works… Now you need to know how to set up into tracking template…

Allow me to teach you the process…

there you go…


To get this(tracking template) manual tagging feature work, then you have to enable the auto tagging function in google ads account.

How to enable auto tagging feature in google ads?

  1. in your google ads account, click on the left hand side(menu) settings
  2. Click on the auto tagging section
  3. Check the option(tag the URL that people click through from my ads).
  4. You are all set.

How to setup Value track template in tracking template google ads?

Firstly you have to choose at which level you want to track?

Let’s say you want to track on ad level…

If you already have created ad copies then go to the ad & extension section of your google ads account, where you can see all of your ads.. click on the pencil section> click edit ad copy… then you will see edit ads section…

scroll down to the button you will ad URL options… click on it…


Click on Ad URL Options


You will see a panel like this…

Tracking Template


Now you have to add tracking parameters into tracking template in order to track according to your needs…


Value Track Parameters

  1. If you have different URL for mobile device then you have to add mobile version also
  2. Click on the test button to check if parameters are working properly or not.

If you done correctly then it will appear like this…

Test Tracking Set up

You can see in the status column there is three green check

  1. Your Landing page is working correctly.
  2. Your parameters are working correctly. You can see that i have tested this with computer, so it is showing “c” in the device section.
  3. Last option is for parallel tracking. Landing page found for parallel tracking.

What is Custom Parameter in Google Ads?

We have learned about value track parameters but that was predefined parameter like: {device}, {matchtype},{source},{campaign} and all…

Now its time to learn about custom parameters….

Custom parameters are the tags or tags that offers advanced parameters options where you can add custom value according to your desires under custom parameter tab.

Like this:

custom parameters in google ads

I have added value track parameter of halloween offer which i have described “halloween20%off” if someone will click on my ads these custom tracking parameters will trigger and it will populate that this particular offer got “x” amounts of clicks. All you need to mention your own parameters in custom parameters section. You will get to know which ads is getting most clicks certain type of offers… Like i have above mentioned…

Now you need to click on the test button… After when you click on the test button a panel will appear like this….

Custom parameters test

All set now…

Now What all you need to do now is to sit back relax… in front of your google analytics account… You can see that the custom parameters that you have added in tracking template is now showing/populating stats… Measure them and create fruitful strategies according to your business requirements.




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