Google Ads ValueTrack cheat sheet
Google Ads ValueTrack inserts live campaign data into your tracking template or Final URL suffix. Use single curly braces like {campaignid} and {lpurl}.
This page is the printable cheat sheet — grouped by job (URL insertion, IDs, targeting, conditionals). Open the builder to validate a full template, or browse recipes for HubSpot, MMPs and more.
{lpurl}?utm_source=google&utm_medium=cpc&utm_campaign={campaignid}&utm_term={keyword}&utm_content={creative}- Use {lpurl} (or a redirect containing {lpurl}) in Tracking template.
- Final URL suffix takes query keys only — no {lpurl} prefix.
- {ignore} can prevent redirect loops when testing.
Google Ads ValueTrack cheat sheet
URL insertion ({lpurl})
Required in Tracking template when you are not using a full redirect host that already embeds the final URL.
| Parameter | Returns | |
|---|---|---|
{lpurl} |
Final URL (context-dependent encoding) | |
{escapedlpurl} |
Final URL (always escaped once) | |
{unescapedlpurl} |
Final URL (unescaped) | |
{lpurl+2} |
Final URL, double-escaped | |
{lpurl+3} |
Final URL, triple-escaped | |
{ignore} |
Ignores tracking element (prevents redirect issues) |
Campaign & creative IDs
Stable joins for warehouses, MMPs and call tracking. Prefer IDs over names in Final URL suffix.
| Parameter | Returns | |
|---|---|---|
{campaignid} |
Campaign ID | |
{adgroupid} |
Ad group ID | |
{creative} |
Ad ID | |
{feeditemid} |
Feed-based extension ID | |
{targetid} |
ID that triggered ad (kwd, aud, pla, etc.) | |
{param1} |
Custom parameter 1 | |
{param2} |
Custom parameter 2 | |
{random} |
Random Google-generated number |
Keyword & match type
Search-centric. Empty or limited on Performance Max and many demand-gen surfaces.
| Parameter | Returns | |
|---|---|---|
{keyword} |
Keyword that matched the ad | |
{matchtype} |
Match type: b (broad), p (phrase), e (exact) | |
{copy:headline} |
Headline text |
Network, device & placement
Cuts for GA4 custom dimensions and fraud tools. Placement is Display-oriented.
| Parameter | Returns | |
|---|---|---|
{network} |
Network: g (Google search), s (search partner), d (Display) | |
{device} |
Device: m (mobile), t (tablet), c (computer) | |
{devicemodel} |
Device model (e.g. Apple+iPhone) | |
{placement} |
Placement site (Display only) | |
{target} |
Placement category | |
{adposition} |
Position on page (e.g. 1t2 = page 1, top, position 2) | |
{adtype} |
Ad type (text, pla, dsa, etc.) |
Location
Criteria IDs (not city names). Join to Google geo tables if you need labels.
| Parameter | Returns | |
|---|---|---|
{loc_interest_ms} |
Location of interest (criteria ID) | |
{loc_physical_ms} |
Physical location (criteria ID) |
Conditionals
Insert alternate text by context. Replace x with your literal value.
| Parameter | Returns | |
|---|---|---|
{ifmobile:x} |
Returns x if mobile | |
{ifnotmobile:x} |
Returns x if not mobile | |
{ifsearch:x} |
Returns x if Search network | |
{ifcontent:x} |
Returns x if Display network | |
{ifshopping:x} |
Returns x if Shopping |
How to use this cheat sheet
- Print or download the grouped tables below when you brief media buyers.
- Google Ads → Admin → Account settings → Tracking.
- Paste a full template starting with
{lpurl}?into Tracking template, or paste query keys only into Final URL suffix. - Click Test, then save.
Tracking template vs Final URL suffix
Redirect trackers (ClickPatrol, ClickCease, AppsFlyer/Adjust app links) must own Tracking template. Attribution tools that only need query keys (Northbeam nbt=, UTMs, AppsFlyer web af_*) belong in Final URL suffix. See template vs suffix.
{lpurl} encoding
Chained redirects often need {lpurl+2} or {lpurl+3}. Full hop-count guide: ValueTrack lpurl encoding.
Common UTM pattern
The example above maps campaign, keyword and creative into classic UTMs for GA4. Expand with {device}, {network} or {matchtype} when you need more cuts.
Related recipes
FAQ
What is the difference between {lpurl} and Final URL suffix?
{lpurl} is used inside a Tracking template so Google builds the final click URL. Final URL suffix is only the query string Google appends — no {lpurl}.
Can I combine ValueTrack with ClickPatrol?
Yes. Put ClickPatrol in Tracking template and your ValueTrack/UTM string in Final URL suffix. See ClickPatrol + UTMs.
Why does Google show uncommon tokens as warnings in the builder?
The builder flags tokens outside the common Google set. Custom parameters like {_utmcampaign} (HubSpot) are still valid when your account defines them.
How do I print or download this cheat sheet?
Use Print cheat sheet (browser → Save as PDF) or Download TSV for spreadsheets. Both use the grouped parameter tables on this page.
Need ready-made stacks for this network? Open the platform hub or build a template.