Google has documented `{search_term_matchtype}`, a new ValueTrack parameter indicating how the search query behind an ad click was matched. Search Engine Land reported the change on November 11. Google did not specify the exact rollout date or confirm when it became available in every account, so that date should be treated as the first verified report rather than a universal launch.
The official ValueTrack reference lists e for exact, p for phrase, b for broad and a for AI Max expansions. Combined with `{matchtype}`, the new field makes it possible to distinguish standard keyword matching from additional traffic brought in by AI Max. For keywordless matches, advertisers should also check `{targetid}` for the kwl- prefix.
An example in Google's tracking guide shows a broad-keyword expansion where `{matchtype}` stays b while `{search_term_matchtype}` is a. This distinguishes a mechanism that generated a click; it does not by itself prove incremental conversions, superior lead quality or additional customer demand.
For performance teams, the practical opportunity is to pass this field through a tracking template into analytics and CRM, then compare qualified leads and paid conversions across matching types. Existing URL parameters and final landing pages should be tested before rollout to prevent broken attribution. A controlled comparison is still required to assess the actual commercial value of AI Max.
Google has documented `{search_term_matchtype}`, a new ValueTrack parameter indicating how the search query behind an ad click was matched. Search Engine Land reported the change on November 11. Google did not specify the exact rollout date or confirm when it became available in every account, so that date should be treated as the first verified report rather than a universal launch.
The official ValueTrack reference lists e for exact, p for phrase, b for broad and a for AI Max expansions. Combined with `{matchtype}`, the new field makes it possible to distinguish standard keyword matching from additional traffic brought in by AI Max. For keywordless matches, advertisers should also check `{targetid}` for the kwl- prefix.
An example in Google's tracking guide shows a broad-keyword expansion where `{matchtype}` stays b while `{search_term_matchtype}` is a. This distinguishes a mechanism that generated a click; it does not by itself prove incremental conversions, superior lead quality or additional customer demand.
For performance teams, the practical opportunity is to pass this field through a tracking template into analytics and CRM, then compare qualified leads and paid conversions across matching types. Existing URL parameters and final landing pages should be tested before rollout to prevent broken attribution. A controlled comparison is still required to assess the actual commercial value of AI Max.
Google has documented `{search_term_matchtype}`, a new ValueTrack parameter indicating how the search query behind an ad click was matched. Search Engine Land reported the change on November 11. Google did not specify the exact rollout date or confirm when it became available in every account, so that date should be treated as the first verified report rather than a universal launch.
The official ValueTrack reference lists e for exact, p for phrase, b for broad and a for AI Max expansions. Combined with `{matchtype}`, the new field makes it possible to distinguish standard keyword matching from additional traffic brought in by AI Max. For keywordless matches, advertisers should also check `{targetid}` for the kwl- prefix.
An example in Google's tracking guide shows a broad-keyword expansion where `{matchtype}` stays b while `{search_term_matchtype}` is a. This distinguishes a mechanism that generated a click; it does not by itself prove incremental conversions, superior lead quality or additional customer demand.
For performance teams, the practical opportunity is to pass this field through a tracking template into analytics and CRM, then compare qualified leads and paid conversions across matching types. Existing URL parameters and final landing pages should be tested before rollout to prevent broken attribution. A controlled comparison is still required to assess the actual commercial value of AI Max.
Google has documented `{search_term_matchtype}`, a new ValueTrack parameter indicating how the search query behind an ad click was matched. Search Engine Land reported the change on November 11. Google did not specify the exact rollout date or confirm when it became available in every account, so that date should be treated as the first verified report rather than a universal launch.
The official ValueTrack reference lists e for exact, p for phrase, b for broad and a for AI Max expansions. Combined with `{matchtype}`, the new field makes it possible to distinguish standard keyword matching from additional traffic brought in by AI Max. For keywordless matches, advertisers should also check `{targetid}` for the kwl- prefix.
An example in Google's tracking guide shows a broad-keyword expansion where `{matchtype}` stays b while `{search_term_matchtype}` is a. This distinguishes a mechanism that generated a click; it does not by itself prove incremental conversions, superior lead quality or additional customer demand.
For performance teams, the practical opportunity is to pass this field through a tracking template into analytics and CRM, then compare qualified leads and paid conversions across matching types. Existing URL parameters and final landing pages should be tested before rollout to prevent broken attribution. A controlled comparison is still required to assess the actual commercial value of AI Max.
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