Google Ads has introduced a new ValueTrack parameter, {search_term_matchtype}, to help advertisers identify traffic generated through AI Max expansions and distinguish it from clicks driven by standard keyword matching. The update provides greater visibility into how search terms trigger ads and supports more detailed campaign performance analysis.
What’s new?
The newly introduced {search_term_matchtype} parameter captures the matching method associated with the search term that triggered an ad. It supports 4 possible values:
- e: Exact match.
- p: Phrase match.
- b: Broad match.
- a: AI Max broad expansions and keywordless matches.
The a value is particularly useful as it allows advertisers to identify clicks generated through AI Max expansion.
How does it work?
Advertisers can add the new parameter to their tracking templates alongside the existing {matchtype} parameter.
While {matchtype} records the keyword match type, {search_term_matchtype} identifies how the search term triggering the ad was matched.
For instance, if {matchtype} is set to e, p or b, but {search_term_matchtype} is set to a, the click can be identified as AI Max expansion traffic. Clicks with other {search_term_matchtype} values represent standard keyword-matched traffic under this classification.
Understanding the tracking setup
Google’s updated documentation provides the following tracking template:
{lpurl}?keyword={keyword}&matchtype={matchtype}&search_term_matchtype={search_term_matchtype}
This template passes the keyword, keyword match type and search term match type to the landing page URL as tracking parameters. Advertisers can use this information in their analytics and reporting systems to categorise and analyse campaign traffic.
Why does this matter?
The update gives advertisers a more direct way to analyse AI Max traffic beyond the Google Ads interface. The additional data can help them:
- Separate AI Max expansion clicks from standard keyword traffic.
- Compare engagement and conversion performance across different matching methods.
- Examine differences in landing page behaviour.
- Create more detailed reports on AI Max traffic.
For agencies and advertisers experimenting with AI Max, this provides greater transparency when evaluating campaign performance.
What advertisers should know
While the new parameter identifies how a search term was matched, it does not automatically measure the incremental value generated by AI Max. Advertisers will still need to compare performance metrics and consider other factors before determining whether AI Max is improving campaign results.
The update also does not introduce any new bidding or targeting controls.
The bottom line
Google Ads’ new {search_term_matchtype} parameter helps advertisers distinguish AI Max expansion clicks from standard keyword traffic. When used alongside {matchtype}, it offers better visibility into traffic sources and enables more detailed campaign analytics and performance reporting.
Also read: Viksit Workforce for a Viksit Bharat
Do Follow: The Mainstream LinkedIn | The Mainstream Facebook | The Mainstream Youtube | The Mainstream Twitter
About us:
The Mainstream is a premier platform delivering the latest updates and informed perspectives across the technology business and cyber landscape. Built on research-driven, thought leadership and original intellectual property, The Mainstream also curates summits & conferences that convene decision makers to explore how technology reshapes industries and leadership. With a growing presence in India and globally across the Middle East, Africa, ASEAN, the USA, the UK and Australia, The Mainstream carries a vision to bring the latest happenings and insights to 8.2 billion people and to place technology at the centre of conversation for leaders navigating the future.