Track Google Ads campaigns using Matomo

Method 2: automated Google Ads setup to track with Matomo

The more elegant option is to store the tracking parameters globally as a tracking template via Google Ads. This saves you the work of storing individual MTM parameters for each individual campaign, ad group or ad. Instead of working with fixed parameter values, dynamic placeholders, the so-called ValueTrack parameters, are used here.
You can define the tracking templates either at account, campaign or ad group level. For example, if you use a tracking template at account level, all your campaigns will have the landing page with the URL parameters that you have defined in the tracking template. At campaign level, this means that all ad groups within a campaign have the target page with the respective parameter.
Each tracking template defined in a campaign overwrites a tracking template defined at account level. This allows you to define the tracking template at all levels. This means that campaigns for which you have not stored a tracking template will still be measured (as the template at account level applies here).

There are certain parameter values that can be used for the URL options. Google Ads gives us a few tips in the Google Ads Help. Not all parameter values are permitted for every campaign. For example, a shopping campaign has different parameters than a display campaign. You must therefore enter the correct tracking parameters when splitting at account, campaign and ad group level.

Here we show you an example of a Google search ad campaign at campaign level. You can see which parameters can be used in the list in the Google Ads Help. You check which parameters you can link from Matomo to those of Google Ads and then create a tracking template with the respective parameters.

Example: For a search network ad, the search term used by users to reach the landing page from an ad is to be analyzed. For this purpose, the dynamic keyword placeholder for the Matomo parameter is defined as follows: mtm_kwd= {keyword}

At account level, the following tracking template is stored in the account settings:

{lpurl}?mtm_campaign={_campaignname}&mtm_kwd={keyword}&mtm_source=googleads&mtm_medium={_adgroupname}&mtm_content={creative}

For the parameter values {_campaignname} and {_adgroupname} are user-defined parameters that are assigned by the advertiser. A fixed value is defined for the user-defined parameter _campaignname in the campaign settings for each campaign. The same is done at ad group level (_adgroupname) and, if required, at ad level (_adname).

The values {keyword} and {creative} are generated dynamically and transferred to Matomo.

Each URL parameter in Google Ads can be automatically filled with a function called “Tracking template”.

For each conversion you want to add:

• Click on “+New conversion action”
• Select “Import”
• Select “Other data sources or CRM systems” and then “Record click conversions”
• Click “Next”
• Give the conversion a name (this name must be used later in Matomo, but does not have to match a target name in Matomo)
• Select a setting for “Value” and “Number” as required and configure the assignment settings

The use of URL options or tracking templates is a prerequisite for being able to evaluate Google Ads campaigns via Matomo. With the help of these measures, valuable conclusions can be drawn from the key usage figures, which is essential for professional and data-based optimization. This refers not only to advertising measures via Google Ads, but also to Microsoft Ads or social media campaigns.

Frequently asked questions

What is website tracking and why is it important?

Website tracking is the collection and analysis of visitor data and their interactions on a website.
With website tracking, for example, you can find out:

• Who are my visitors and are they also my desired target group?
• From which backlinks did the users come to my website?
• Which keyword led to the website visit?
• How long is the dwell time on specific pages?

If the data obtained is incorporated into the online marketing strategy, the use of tracking can help to make your website even more successful and generate business success.

What tracking tools are available?

The best-known tracking tools include Google Analytics, Adobe Analytics and Matomo (formerly Piwik).

What is a tracking concept?

With the help of tracking concepts, you can gain an overview of the efficiency and impact of individual online activities. Not everything that can be measured is relevant for every company. With the help of the previously defined goals, you can start designing your tracking and define the most important KPIs for your company. It is up to you which form you choose – written, graphical, tabular or another form.