Google Ads Tracking Template

Google Ads Tracking Url

What are Google Ads Tracking Templates and how to customize them

Working with contextual advertising is not only setting up ads, but also data analysis. Tracking templates allow you to collect statistics on click-throughs from your ads. The data transmitted to Google Analytics is used for further work and for adjusting ads. In practice, a tracking template is a field where you enter custom parameters. A user who went to the site through an advertisement sees a label in the site URL after the main page address.

Learn more about how to work with tracking templates and how to customize them.

Configure templates in Google Ads can be at any desired level: from each keyword to the whole campaign or the entire account. By setting parameters at the level of an advertising campaign, you can use them for all elements below in the account structure (groups, ads, requests). At the same time, for the elements included in the campaign, you can, if necessary, set your own templates, which will be a priority for the system.

If in the process of work there is a need to correct the parameters, this can be done. It should be borne in mind that if the template is set at a level not lower than the ad group, then the ads themselves after changing the parameters do not need to be sent back for consideration. If the settings were made at the ad or keyword level, you will need to re-check.

Where to find the settings you want

If you want to create a template at the campaign level, just open its settings, select “Additional Information” and find “Campaign URL Parameters” in the menu that opens.

Google Ads

A similar path should be followed at the account or ad group level.

What if you need to make the settings in the ad itself? In this case, select the ad of interest and go to its editor. At the very bottom of the extension settings, we find the URL parameters.

Google Ads

If you need to receive data for individual key queries, then open the list of all keys, tick off the words or phrases of interest. Then we click on “Edit” and then in the drop-down menu we are interested in the option “Change tracking templates”.

Google Ads

How is the tracking template different from the URL suffix?

Opening the URL parameter settings, we see two fields: for the final suffix and the tracking template.

Here’s the difference:

  • The main difference is the {lpurl} parameter in the template. It is he who is necessary for the template to work. The {lpurl} parameter can be entered at the beginning or in the middle of the template.
  • If we are dealing with a tracking template, then we add a question mark right after {lpurl}. If a template is configured to take into account different parameters, and a question mark is placed in front of each set of parameters, then when repeated, it is replaced with an ampersand (&). When creating a template, you can immediately write “&” between the parameters instead of “?”.
  • “Anchor is written after the parameters with labels (if there is one on the landing page). The # sign is placed in front of the anchor. For example, #price. The correct location of the anchor is at the end of the parameters.

Configuration example

The first steps of any setup are to define the tasks and find ways to solve them. Simply put, use the appropriate parameter for each task:

  • For tracking conversions from Google: utm_source = google.
  • For paid conversions: utm_medium = cpc.
  • For the name of the campaign within which we are setting up the template: utm_campaign = new_campaign.
  • To track the position of an ad in the search results, from which the visitor went to the landing page: utm_content = {adposition}.

To track the search query that led the user to our ad, and then to the site: utm_content = {adposition}.

Configuration example

Having registered the parameters in the field for the template, we proceed to test their performance.

Configuration example

After checking, save the settings. All tracked information will be available in Google Analytics.

Tracking templates are quite a handy tool that requires special precision and accuracy in the settings. If you notice inaccuracies in the statistics obtained or the obtained data seem implausible, it is worth rechecking the settings at different levels. The simplest customization model is at the campaign level. If you haven’t come across templates in Google Ads before, we recommend starting with it. The possibilities of Google Ads are quite wide and it is worth getting to know them gradually.

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