Google has launched Mobile ValueTrack for advertisers to track clicks on mobile devices.
"The ValueTrack parameter has long allowed you to track the clicks that you get via search and the Google Display Network separately," says Miles Johnson with Google’s Inside AdWords crew. "We know that many of you would like to be able to see the clicks you get from mobile ads separately as well."
The new mobile version works the same way as the other, adding a tag to the site’s URL. To utilize the feature, advertisers can add the Mobile ValueTrack parameter to the destination URL field, when creating a text ad.
Advertisers can use automatic re-directs to mobile optimized sites or third-party tracking tags. "Note that non-Google-ads traffic to your site won’t have the ValueTrack parameter, so it’s still a good idea to send all users to your mobile-optimized site," says Johnson.
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He goes into more detail about third-party tracking tags here.
Mobile ValueTrack works for WAP mobile ads, as well as regular text and image ads in iPhones and other mobile devices with full web browsers.