What Is a Google Ads Tracking Template?
Google Ads lets you add tracking information to every click without editing each ad. There are two places to do it. The final URL suffix adds parameters to the end of your landing page URL. The tracking template is a full URL built around {lpurl}, which stands for your final URL, and is mainly used for third party click trackers.
Google recommends the final URL suffix for anything that should reach your landing page, such as UTM tags for Google Analytics. This generator builds either one, fills in ValueTrack parameters that Google replaces with live click data, and shows you the exact URL a test click would land on.
How to Use the Tracking Template Generator
- Enter a final URL from one of your ads so you can test a click.
- Choose final URL suffix unless your tracking platform asks for a full template.
- Set your UTM tags. The defaults use ValueTrack so campaign, keyword and ad IDs fill in by themselves.
- Tick extra parameters such as match type and device if your analytics or CRM uses them.
- Copy the code and paste it at account, campaign or ad group level.
Common ValueTrack Parameters
| Parameter | Fills in with |
|---|---|
{campaignid} | The campaign ID |
{adgroupid} | The ad group ID |
{creative} | The ad ID |
{keyword} | The keyword that matched the search, not the search itself |
{matchtype} | e exact, p phrase or b broad |
{network} | g Google Search, s search partners, d Display, ytv YouTube, x Performance Max |
{device} | m mobile, t tablet or c computer |
See the full list in Google's guide to ValueTrack parameters. Custom parameters such as {_campaign} let you add your own values, like a readable campaign name. Their names can be up to 16 letters and numbers, and you set the value in each campaign.
Tips for Reliable Click Tracking
- Keep auto tagging on. It adds the click ID that Google Ads and Google Analytics use for conversions. UTMs are extra, not a replacement.
- Never use spaces. Use underscores in values, because spaces break tracking.
- Test before you save. Use the Test button in Google Ads and check the landing page loads.
- Allow time. Changes to tracking templates can take a day or two to show in reports.
Track Campaigns With Confidence
Learn what each tag does in UTM parameters explained, improve conversion data with enhanced conversions, and compare credit models in attribution models explained. Tagging links for other channels? Use the UTM builder.
Frequently Asked Questions
1Should I use a tracking template or a final URL suffix?
Use the final URL suffix for UTM tags and any parameters your landing page needs. Use a tracking template only when a third party click tracker must redirect the click.
2Do I need UTMs if Google Ads auto tagging is on?
Not for Google Analytics 4 linked to Google Ads, which uses the click ID. UTMs still help when other tools, like a CRM or a different analytics platform, need to see the campaign.
3Why is utm_term empty for some clicks?
The keyword parameter is blank when an ad shows without a keyword, such as in Performance Max, Dynamic Search Ads or AI Max. It also holds your keyword, not the exact search.
4What does {lpurl} mean?
It stands for the final URL of the ad. Google Ads puts the landing page address there when someone clicks, so your template works for every ad without editing.