Which ValueTrack Parameters Identify AI Max Traffic?
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Written by Christopher Krassnig, Founder & CEO of ZenoX Media. Answers every question here from the accounts ZenoX runs, not from theory.
The short answer
Use the ValueTrack parameter {search_term_matchtype}. It returns a when AI Max matched the search, and e, p or b for normal keyword matches. Add {matchtype} and {targetid} to split the two kinds: {matchtype} of a with a kwl- target id means a keywordless match. Expect {keyword} to be empty on those clicks. Our advice at ZenoX: test the full URL before saving.
Which Values Should I Read?
Google lists the fields on its ValueTrack parameters page. {search_term_matchtype} is a for AI Max broad expansion and for keywordless matches. To find AI Max expansion on your own keywords, Google says to filter for {matchtype} equal to e, p or b, and {search_term_matchtype} equal to a.
For keywordless traffic, {matchtype} is a and {targetid} starts with kwl-. Google's ValueTrack examples show a full keywordless URL.
The Help pages give no launch date for these values. We checked them on 12 November 2026.
What Can I Paste into My Shopify Campaign?
Use this as a Google Ads tracking template for a Search campaign that sends shoppers to your store. It is our example, not a Shopify setting. Keep your real product address in the ad's Final URL field.
Example Final URL: https://your-store.example/products/linen-shirt
Tracking template: {lpurl}?utm_source=google&utm_medium=cpc&utm_campaign={campaignid}&keyword={keyword}&matchtype={matchtype}&search_term_matchtype={search_term_matchtype}&targetid={targetid}
Replace the example store address. Keep the brace fields in the template. If you already use a third-party tracker, ask its owner to add these fields instead of replacing its template.
How Do I Test the Link?
Our checklist: save a copy of the old template, use the Test button in Google Ads, and open the landing page it builds. Check the product and the selected variant. Repeat with a Final URL that already has a query string, such as a variant link. Do not add a second question mark by hand.
Google's tracking setup guide says that when the landing page already has a question mark, Google Ads swaps the template's question mark for an ampersand. If Final URL expansion is on, test an expanded landing page too.
What Would an AI Max Click Look Like?
Example values: keyword=linen%20shirt, matchtype=b, search_term_matchtype=a, targetid=kwd-123456. That is AI Max expansion on a keyword. A keywordless example has keyword empty, matchtype=a, search_term_matchtype=a and targetid=kwl-98765432. These are examples, not results from a store.
When Does This Template Not Apply?
This guide sorts AI Max for Search clicks. Do not assume the same filters sort every Shopping or PMax format. Adding fields to a URL also does not prove your analytics tool saves them. Ask whoever owns your reporting to show you a saved test record.
Where Can I Check the Rest of My Setup?
Start with the Editor 2.14 checklist. Then read Turn off Final URL Expansion, AI Max for Shopping Beta and Write an AI Brief.
Where Can I Get Help Applying This?
For help with the account, see our Google Ads agency, Shopify Google Ads service and Google Shopping service. To learn with other store owners, visit the Google Ads Ecom Lab on Skool.
Common Questions
- Which ValueTrack Value Marks AI Max Traffic?
- {search_term_matchtype} returns a for AI Max matches. Normal keyword matches return e, p or b.
- Is Checking matchtype=a Enough?
- No. That only catches keywordless matches. AI Max expansion on your own keywords shows matchtype e, p or b with search_term_matchtype a.
- Is a Blank Keyword a Tracking Error?
- Not always. Google lists {keyword} as empty for keywordless matches.
- Does the Template Replace My Final URL?
- No. {lpurl} puts the landing page into the tracking template. Keep the real page address in the Final URL field.
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