Setting Up The Google Product Parameter Tracking ID

To really make the most of Product (SKU) level reporting in the platform, you'll need to set up the tracking ID settings for the Product parameter. To enable this feature, please first reach out to your platform representative. Once that's done, you'll be able to follow the instructions below to set up your Product parameter and begin using it. 


Once you're ready to begin, simply follow this guide to begin setting up your product parameter tracking ID:

  1. Navigate to Admin > Revenue & Tracking > Tracking IDs
  2. Next, click into the {Product} parameter sub-tab.
  3. Choose the parameter name, value separator and stop character. The value separator is typically and the stop character is typically &. This may vary based on the integration type and URL structure used. If you are unsure which of the separators should be used, please reach out to your Marin account representative to confirm.
  4. Click Save.
  5. Finally, you'll need to migrate your URLs by appending the newly created Product parameter name/value pair to them. Below we'll show some before/after examples to explain how this is achieved. 

Examples Using The Product Parameter

Example 1

URL without Product parameter:{creative}

Product parameter Tracking ID Settings: parameter name 'product', value separator '=', stop character of '&'

URL with Product Parameter:{creative}&product={product_id}

Example 2

URL without Product parameter:|pcrid|{creative}|

Product Parameter Tracking ID Settings: parameter name 'product', value separator '|', stop character of '|'

URL with Product Parameter:|pcrid|{creative}|product|{product_id}|

Important Notes

  • {product_id} will be substituted with the product ID specified in your merchant feed when served by Google. To learn more about Google's {product_id} ValueTrack parameter, see Google's Guide to Using ValueTrack (external link).
  • Product Group tracking is separately configured and continues to leverage the value in Tracking ID, which is also the value used for Keyword tracking most often.

Written by Marketing @ Marin Software

Last published at: June 27th, 2023