Auto tagging works well to communicate data between Google AdWords and Google Analytics, when both are linked together.
However if you are using third party analytics or tracking solutions like HotJar, then value track parameters can be very useful. ( You should not use UTM parameters along with auto tagging.)
For example, a useful tracking template for a search campaigns could be
{lpurl}&kwd={keyword}&mt={matchtype}&nw={network}&dev={device}&crid={creative}
which would tell you the keyword responsible for the click, the match type , the network (search, search partner or display), the device and the creative id (the ad which send the traffic to you).
Suppose you are watching a visitor’s video recording in HotJar to understand customer behavior on your website. Now without value track parameters, it’s difficult to guess what might be the intent of the visitor.
However if you have value track parameters set up, then you know the keyword that bought the person to your site, the creative id, the network and other information as relevant. All of this is useful information which can help you analyze better.
Similarly for display campaigns, the following tracking template could be useful as a campaign level tracking template :
{lpurl}?placement={placement}&network={network}&dev={device}&adgrpid={adgroupid}&targetid={targetid}&creative={creative}
Your usage might require more customization.
Do check the list of Adwords value track parameters available at – https://support.google.com/adwords/answer/6305348?hl=en
The AdWords interface keeps changing but currently you can set value track parameters at campaign level by accessing the Settings > All Settings tab at campaign level. Look under Advanced Settings > Campaign URL options (advanced) > Tracking Template.
Most websites including WordPress websites usually work perfectly with value track parameters. However you should be especially careful if you are using some third party website ( like may be a ticket booking site) as your landing page in some ads. There is a rare chance that these sites may not work correctly with value track parameters.
So, when you enter the tracking template, always use the “Test” button (given in the AdWords interface) to make sure the landing page is still accessible with your value track parameters. It takes only a few seconds but you will be sure that your tracking and ads are working correctly.
I hope value track parameters will be useful to you.
