How to View Keyword Data for Google AdWords Calls 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'll need to add a parameter to your ads in AdWords. There are several ways to make this change, depending upon the structure of your ads.

This guide outlines the different ways you're able to add the keyword parameter to 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 Google AdWords final URLs:

↳ "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.  

If you prefer to use Google's instructions, you can follow Google's help article.

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

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

  1. In Google AdWords, select Campaigns at the top of the page.



  2. Select Shared Library from the left menu.



  3. Click View » under URL options.



  4. Select Edit next to Tracking Template.



  5. 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}




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



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

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. In Google AdWords, select Campaigns at the top of the page.



  2. Select the Settings tab.



  3. Click the check box next to any campaign where you’d like to add the keyword parameter.



  4. Select Edit, then click URL options.



  5. 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}



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



  6. Select Preview Changes to double-check your work, and select Make Changes when finished.

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. In Google AdWords, select Campaigns at the top of the page.



  2. Select the Ad groups tab.



  3. Select Columns, then click Modify Columns.



  4. Choose Attributes > Tracking Template



  5. Click Apply to include the tracking template column on your ad groups page.



  6. Select Edit (pencil icon) in the tracking template column for the ad group you’d like to edit.

  7. 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}



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



  8. Click Save when finished.

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. In Google AdWords, select Campaigns at the top of the page.



  2. Select the Ads tab.



  3. Click to Edit (pencil icon) on the ad you'd like to update.



  4. Select Yes, I understand to confirm creating a new ad.



  5. Expand the option for Ad URL options (advanced).



  6. 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's URL.

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



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



  7. Click Save when finished.

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.

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

If you have any questions regarding this change, don't hesitate to contact our support team.

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