ValueTrack adds search term match type

Two parameters, two questions

The new parameter sits next to an older one, and they answer different questions.

• {matchtype} describes the keyword: "The match type of the keyword that triggered your ad." It returns "e", "p" or "b", or "a" for AI Max keywordless.
• {search_term_matchtype} describes the search term. It returns the same letters, but its "a" covers "AI Max broad expansions and keywordless matches."

So the older parameter's "a" covers AI Max keywordless. The new one's "a" also covers AI Max broad expansions.

Where it goes

Like other ValueTrack parameters, it can go in more than one place. The page says: "We suggest using ValueTrack parameters in your tracking template, but you can also insert them in your final URL and custom parameters." Tracking templates can be set at the campaign, ad group, ad, asset group, sitelink, keyword and dynamic ad target levels.

The page doesn't say which campaign types return each value, or whether the parameter works outside Search.

Report Editor has similarly named fields. If you report on match type there, see the two Search terms match type fields.

What I'd do this week

1. Add it next to {matchtype}, not in place of it. Pass both as separate URL parameters, so reports built on the old one keep working.
2. Start with one AI Max campaign. Put it in that campaign's tracking template, then confirm the value shows up in your analytics or CRM before you roll it out wider.
3. Compare the two values. If I read the two definitions right, a click where the search term type is "a" but the keyword type isn't came from an AI Max broad expansion. That split is my reading of the page, so check it against your Search terms report before you rely on it.
4. Tell whoever owns your tracking. If an agency or developer manages your templates, send them the help page so the new value doesn't get dropped by a URL filter.