Dynamic UTM tags in Yandex.Metrica and Google Adwords

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Many advertising systems support dynamic URL parameters. Among the most popular are Yandex.Direct, Google Adwords and Bing Ads.

If you are wondering how to add a UTM tag correctly, know that when you set a dynamic parameter as a value, the advertising system immediately enters all the necessary data into the URL each time the ad is clicked.

In this way, you can identify sites that bring the largest volume of advertising traffic, check for which keyword the ad was displayed, what type of placement was preferred. Let's say argentina phone data right away that dynamic parameters are written in curly brackets.

Let's take a closer look at examples of dynamic parameters in Yandex.Direct, Google Adwords and Bing Ads. If necessary, you can find full lists of parameters in the help center of your advertising system.

Dynamic parameters of UNM tags for Direct:

Parameter

Meaning

Example

source_type

The type of platform where
the ad was displayed

search — search platform;
context — thematic

source

Name of the site

site domain (url) — when displayed in networks;
none — when displayed in Yandex search

addphrases

Is this impression triggered by
automatically added phrases
(additional relevant phrases or auto-expanding)

yes — display by one of the additional phrases;
no — display by one of the original phrases.

position_type

Block type, if the display occurred on a page with Yandex search results

premium — special placement;
other — block at the bottom;
none — block not on Yandex search

position

The exact position of the ad in the block

0 — the ad was shown in advertising networks (YAN or external networks)

keyword

The keyword that triggered the ad

Keyword text without negative keywords

ValueTrack parameters for Google Adwords:

Parameter

Meaning

Example

network

Site type: search or context

g (Google Search), s (Search Partners), or d (Display Network)

placement

Site, only for CMS

the address of the site where the ad was clicked (homepage)

adposition

Ad position

3t2 (3-page, t - top position, 2-place) or none (KMS)

creative

Unique ad ID

16541940833 (to see the ID in AdWords, add the corresponding column in the tab)

matchtype

The match type of the keyword that triggered the ad

e (exact match), p (phrase), or b (broad)

keyword

The keyword for which the ad was shown in the Display Network or Search Network

guitar case

device

Device type

m (mobile phone), t (tablet PC) or c (computer, laptop)

target

Placement Category (for placement targeting only)

Cooking

ifsearch:search

Show on search

Search

ifcontent:content

Display in KMS

Content

adtype

Ad Unit Type (Product Targeted Campaigns Only)

pla (product listing), pe (extension "additional product information")

devicemodel

Make and model of the device

Apple+iPhone

ifmobile:mobile

Display on mobile device. After the colon, you can specify the value you need.

mobile

Bing Ads URL Options:

Parameter

Meaning

Example

campaign

The name of the campaign from which the ad was shown

Spring Sale

adgroup

From which group was the ad shown?

Discounts

matchtype

The match type of the keyword that triggered the ad

e (exact match), p (phrase), b (broad or extended)

network

The ad network from which the click was received

o — Bing and AOL;
s — partner sites

device

The device from which the click was received

m — mobile device; t — tablet; c — computer or laptop

adid

Numeric ad ID (the Ad ID column can be seen in the table on the Campaigns page)

1234567

querystring

The search query that triggered the ad

rent an apartment for a day