CallRail's Optimized Tracking Template for PPC Ads

Tracking templates use ValueTrack parameters to add visitor tracking to the end of your ad's URL, so you can see the source of your ad clicks. Here's how it works:

  1. You add URL tracking parameters to your ad's URL through your advertising service (Google Ads, Microsoft Advertising, etc). 
  2. When someone clicks on your ad, the tracking parameter is replaced with certain details about the ad in the URL based on the tracking parameter you use.
  3. You can view details about the click in CallRail or other third-party software.

Once tracking parameters have been added to your URLs, you'll receive more details about your ad's performance, including how your ads bring people to your business.

CallRail's instructions on adding ValueTrack parameters in Google Ads.

CallRail's instructions on adding tracking parameters to Microsoft Advertising.


CallRail's Optimized Tracking Formula

While you're welcome to use any tracking parameter you wish, CallRail has an optimized tracking formula to maximize the data you'll receive on your lead's timeline:


Note: If this is used for a Google Shopping campaign, use "keyword={product_id}" instead of "keyword={keyword}." The keyword values in your CallRail reporting will display the Product ID for these campaigns. 

When added to your final URLs, this parameter string provides the following information about someone's click:

- Campaign ID.
- Ad group ID.
- Creative.
- Match type.
- Network.
- Device.
- Keyword.

Note: If you are using Dynamic Search ads, the keyword values will be blank for the associated clicks. This is due to Google not populating those fields before sending data to CallRail.  

When a visitor contacts your business following an online search, we will automatically parse out this information on each person's timeline on your Activity dashboard. If you'd like to use a different tracking template other than the one listed above, we’ll present those parameters as well in your lead's timeline.

Set up Your Tracking Parameters 

Your tracking template can be added to your final URLs in Google Ads. Use this help article to see how you can add our recommended tracking template in Google Ads.

For Microsoft Advertising campaigns, we recommended that you import your Google Ads campaigns to Microsoft Advertising. With this method, you'll be able to review your campaigns as they're imported to ensure that your data reports as expected within Microsoft Advertising. For instructions on how to import your Google Ads campaigns into Microsoft Advertising, use this Microsoft Advertising support article.

If you wish to set up your tracking templates separately, use these links from Google and Microsoft Advertising to pick the parameters you want to use:

Google Ads ValueTrack parameters.

Microsoft Advertising AdCenter URL tracking parameters.

Google Click IDs

Google's Click IDs (GCLIDS) associate a person's actions and conversions with your ads. CallRail uses GCLIDS to detect Google Ads visitors so we can report calls and form submissions as conversions in Google Ads. 

GCLIDS will only appear in your customers' referring URLs if you've enabled auto-tagging in Google Ads. Any person who has GCLID in their referring URL will show in your reports as "Google Ads."

Learn More About GCLIDS in this Google support article.


What if I want to use a parameter different than what CallRail suggests?

You can add any parameter that works best for your campaign to your ads. Any parameter that is not supported by Google and/or Microsoft Advertising will return an empty value in your reporting.

Note: Wordpress users should not use "term" as a parameter since it may negatively affect the appearance of a Wordpress site. This is based on its specific usage in that platform. We strongly recommend using "keyword" in these instances instead, like in our tracking template.

Why isn't my ad position parameter for my Google ads reporting anything?
Google Ads announced they are deprecating the ad position metric at the end of September 2019. Microsoft Advertising ads aren't impacted by this change. For more information on Google's changes, read their announcement:

Average position sunset begins the week of September 30.

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