Dynamic UTM tags in Yandex.Metrica and Google Adwords
Posted: Tue Jan 07, 2025 3:41 am
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
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