Google Ads added a {search_term_matchtype} ValueTrack parameter that records how the search term behind a click was matched, so advertisers can pull AI Max traffic apart from regular keyword clicks in their own analytics, as spotted by PPC News Feed founder Hana Kobzová. The parameter returns e for exact, p for phrase, b for broad, and a for “AI Max broad expansions and keywordless matches.” Used next to the older {matchtype} parameter, it can show that a click on an exact-match keyword actually came from a search AI Max expanded into. The parameter only labels which clicks AI Max produced, which means advertisers still have to compare conversions themselves to judge whether AI
