You can collect additional data about the source of your ad clicks from Google Adwords by adding ValueTrack parameters to your ad’s landing page URL.

ValueTrack tags look very much like UTM tags but they allow you to pass through Adwords campaign information, for example:

jumplead.com?utm_source=google&utm_medium=cpc&utm_term={keyword}&utm_campaign=MarketingSoftware&jl_matchtype={matchtype}

Using ValueTrack will allow you to understand which campaigns and keywords are actually converting, plus much more.

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