Google Ads added a ValueTrack parameter called {search_term_matchtype}. It records the match type of the search term that triggered your ad:
e for exact
p for phrase
b for broad
a for AI Max broad expansions and keywordless matches
Combine it with {matchtype} to split the traffic. If {matchtype} is e, p or b but {search_term_matchtype} equals a, the click came from AI Max expansion. If {search_term_matchtype} is not a, it is standard keyword traffic.
The Google help page now shows an updated tracking template: {lpurl}?keyword={keyword}&matchtype={matchtype}&search_term_matchtype={search_term_matchtype}
Spotted by Hana Kobzová, via PPC News Feed.
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