Creating Tracking Templates to See Keyword Data in CallRail (New AdWords Version)

Before You Start

This article explains how to add tracking templates to Google Ads if you're using the newest version of the AdWords interface. This interface has slowly been rolling out to AdWords customers in late 2017 and will be fully available to all AdWords customers in 2018.

Use this Google article to determine which AdWords experience you're using

If you're not using the new AdWords interface yet, use this CallRail article instead:

How to View Keyword Data for Google AdWords Calls in CallRail

Creating a Tracking Template for Google PPC Keyword Data in CallRail

With CallRail, you're able to correlate your calls with the keywords you're bidding on in AdWords. In order to see your caller's keywords in CallRail, you can add a tracking template to your ads in AdWords. There are several ways to make this change, depending on the structure of your ads.

This guide outlines the different ways you're able to add the keyword parameter to your tracking template for your final URLs so that you can see your keywords in CallRail.

Getting Started

For keyword level tracking, you'll need to make a small tweak to the ads in your AdWords account to receive keyword data for your calls in CallRail. Add the following parameter to your tracking templates:

↳ "keyword={keyword}"

Note: You'll write the word “{keyword}” within the brackets. Google will automatically substitute it with the actual keyword when sending a visitor to your website.

(Recommended): Create a Tracking Template at the Account Level

This method adds the "keyword={keyword}" parameter to all campaigns and ads in your AdWords account by performing a quick, bulk edit.

  1. Once you've logged into Google Ads, select the AdWords account you'd like to update, then choose All Campaigns.

    screenshot_1401.png

  2. Click Settings on the lefthand side of the page.

    screenshot_911.png

  3. Choose Account Settings at the top of the page.

    screenshot_912.png

  4. Expand the Tracking option. Type {lpurl} and add the keyword parameter. In this case, {lpurl} represents your final URL, so you won't have to manually enter your ad URLs.

    • If your tracking template does not contain a "?" append: ?keyword={keyword}

      screenshot_1402.png


    • If your tracking template already contains a “?” append: &keyword={keyword}

      screenshot_1403.png

  5. Click Save to create and apply your tracking template.

    screenshot_915.png

Adding the Keyword Parameter at the Campaign Level

Use this set of instructions to add the "keyword={keyword}" parameter to all ads within a specific campaign.

  1. Once you've logged into Google Ads, select the AdWords account you'd like to update, then choose All Campaigns.

    screenshot_1401.png

  2. Click Settings on the lefthand side of the page.

    screenshot_911.png

  3. Choose Campaign Settings at the top of the page.

    screenshot_916.png

  4. Click the checkbox next to any campaign where you’d like to add the keyword parameter.

    screenshot_918.png

  5. Select the Edit drop-down, then click Change Tracking Templates.

    screenshot_921.png

  6. Keep the first option selected for Set tracking template. Then, type {lpurl} and add the keyword parameter. In this case, {lpurl} represents your final URL, so you won't have to manually enter your ad URLs.

    • If your tracking template does not contain a "?" append: ?keyword={keyword}

      screenshot_922.png


    • If your tracking template already contains a “?” append: &keyword={keyword}

      screenshot_923.png

  7. Click Apply to create and save your tracking template.

    screenshot_1404.png

Adding the Keyword Parameter at the Ad Group Level

Use these instructions to add the "keyword={keyword}" parameter to all ads within a specific ad group.

  1. Once you've logged into Google Ads, select the AdWords account you'd like to update, then choose All Campaigns.

    screenshot_1401.png

  2. Click Settings on the lefthand side of the page.

    screenshot_911.png

  3. Choose Campaign Settings at the top of the page.

    screenshot_916.png

  4. Select Ad groups from the left side of the page.

    screenshot_925.png

  5. Click the checkbox next to any ad group where you’d like to add the keyword parameter.

    screenshot_926.png

  6. Select the Edit drop-down, then click Change Tracking Templates.

    screenshot_929.png

  7. Keep the first option selected for Set tracking template. Then, type {lpurl} and add the keyword parameter. In this case, {lpurl} represents your final URL, so you won't have to manually enter your ad URLs.

    • If your tracking template does not contain a "?" append: ?keyword={keyword}

      screenshot_922.png


    • If your tracking template already contains a “?” append: &keyword={keyword}

      screenshot_923.png

  8. Click Apply to create and save your tracking template.

    screenshot_1404.png

Adding the Keyword Parameter at the Ad Level

This set of instructions guide you through adding the "keyword={keyword}" parameter to a specific ad. Note: Changing a URL at the ad level triggers a loss of ad history.

  1. Once you've logged into Google Ads, select the AdWords account you'd like to update, then choose All Campaigns.

    screenshot_1401.png

  2. Click Settings on the lefthand side of the page.

    screenshot_911.png

  3. Choose Campaign Settings at the top of the page.

    screenshot_916.png

  4. Select Ads & extensions on the left side of the page.

    screenshot_934.png

  5. Click the checkbox next to any ad where you’d like to add the keyword parameter.

    screenshot_930.png

  6. Select the Edit drop-down, then click Change Tracking Templates.

    screenshot_933.png

  7. Keep the first option selected for Set tracking template. Then, type {lpurl} and add the keyword parameter. In this case, {lpurl} represents your final URL, so you won't have to manually enter your ad URLs.

    • If your tracking template does not contain a "?" append: ?keyword={keyword}

      screenshot_922.png


    • If your tracking template already contains a “?” append: &keyword={keyword}

      screenshot_923.png

  8. Click Apply to create and save your tracking template.

    screenshot_1404.png

FAQs

Why do I make this change?

In April of 2014, Google AdWords made changes in the way keyword data is passed that requires some changes you'll need to make if you are using keyword-level tracking for your AdWords visitors. Here's a CallRail blog post we wrote covering this change.

Will Google's parallel tracking be impacted using tracking templates?

If you’ve set up URL parameters as instructed in this article, you’ll continue to receive the same data about your callers just as you did before Google released parallel tracking. If you’re using a different, third-party service outside of CallRail that adds URL parameters as a redirect for additional tracking, we recommend checking with that provider to ensure their redirects don’t impact CallRail or parallel tracking.

If we are using auto-tagging in AdWords, do we still need to append "keyword={keyword}" at the end of our final URLs?

Yes, you will still need to append "keyword={keyword}" on every final URL in your AdWords account in order to receive keyword data in CallRail.

Does adding "keyword={keyword}" with auto-tagging enabled in AdWords cause any problems?

Adding the keyword parameter should not break auto-tagging. It is possible to use auto-tagging along with the keyword variable. As long as the auto-tagging checkbox is selected, auto-tagging should work whether or not keyword parameter is being used.

Does updating the final URL with "keyword={keyword}" cause a loss of ad history?

The only instance where changing your tracking parameters will trigger a review and a loss of ad history is at the ad level.

Updating your tracking parameters at the account, campaign, or ad group level won’t trigger a review. This means your stats will remain intact, and your campaigns will continue to run without going to review. 

Can CallRail determine exact match, phrase match, broad match, modified broad match for each keyword?

If AdWords ValueTrack parameters are appended to the final URL in AdWords, then we can determine the match type. Typically, when a user inputs keywords, we get the user’s actual query via the “referrer,” but for extended data like match type, matched keyword, etc., we need the data from Google, which is provided to CallRail via ValueTrack parameters appended to the final URL

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