> For the complete documentation index, see [llms.txt](https://docs.talkfurther.com/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.talkfurther.com/products/analytics/keyword-data-performance.md). # Using Keyword Data To Improve Performance Paid search succeeds or fails at the keyword level. Without keyword-level performance tied to real outcomes (move-ins), teams end up optimizing for surface metrics (CTR, CPC) instead of business value. Further provide keyword level analytics that help operators: * Identify wasted spend fast (e.g., hundreds of leads and zero move-ins). * Create tighter feedback loops using Further’s intermediate metrics (Lead Score, Tour Requested, Financially Unqualified) to validate changes quickly. * Build a scalable, owned acquisition channel by increase spend the keywords that actually lead to move-ins. Better paid search targeting also improves organic performance by attracting higher-intent visitors. ![Keywords](/files/oQozNi37oDDDTGP0fWSi) *** ## What It Does & How It Works What this enables * Appends the keyword to your landing page URL on click (example URL: ). * Further ingests that parameter, so you can analyze keyword-level clicks, leads, tours, financial qualification, and move-ins—and tie spend to outcomes. How it works (high level) 1. Add a campaign-level tracking template in Google Ads that includes the {keyword} ValueTrack parameter. 2. In Further (Stats → Keywords), tell us which URL parameter to read (for the examples below, use GA\_keyword). 3. Ensure your CRM integration pushes move-ins back to Further. Keywords are then tied to outcomes. Key outcomes * Cut low-value queries; scale proven winners. * Use intermediate metrics to refine negative keywords (e.g., add negatives like jobs, housing, low income to improve quality). * Demonstrate ROI transparently and justify budget shifts with keyword-level move-in data. *** ## Integrations & Configuration Required * Google Ads account access (to set tracking templates). * Further Dashboard with CRM integration enabled (so move-ins flow back to Further). * Always include {lpurl} in templates; add {keyword} and any other ValueTrack parameters you need. * In Further, set the parameter key (e.g., GA\_keyword) so we can extract the keyword from URLs. *** ## How to Set It Up ### In Google Ads (Account Level Tracking Template) 1. Go to Admin → Tracking Templates. 2. In Tracking template, paste your template. Use our robust example below. 3. Click Test in Google Ads to confirm the final URL renders correctly. 4. Remember: Google applies the most specific template if multiple are set (keyword > ad > ad group > campaign > account). ![Account Settings](/files/S5BlFgBPBv7dxMzIXYqk) ![Tracking Template](/files/acMNghLTSduYIafZIwSB) Recommended tracking template (copy/paste as plain text) `{lpurl}?GA_network={network}&GA_device={device}&GA_campaign={campaignid}&GA_adgroup={adgroupid}&GA_target={target}&GA_placement={placement}&GA_creative={creative}&GA_extension={feeditemid}&GA_keyword={keyword}&GA_loc_physical_ms={loc_physical_ms}&GA_landingpage={lpurl}` Minimal example (keyword only, plain text) `{lpurl}?GA_keyword={keyword}` Helpful references * Google Ads Help — Set up tracking with ValueTrack parameters: * Google Ads Help — About ValueTrack parameters: * Google Ads Help — Template levels & precedence: * Google Ads Help — Test your landing page & parallel tracking: ### In Further 1. Open Stats → Keywords. 2. In the top-right URL parameter box, enter the exact key you used in your template. ![Congifuration](/files/EZObJ13YEqQvJXyk4iZi) 3. Confirm your CRM integration is enabled and pushing move-in events back to Further. ### Validate End-to-End * Click a live ad; confirm the landing page URL includes your chosen parameter (example: …\&GA\_keyword=Senior+Living). * In Further → Stats → Keywords, verify rows start populating with keyword strings and metrics: * Lead Score * Tour Requested * Financially Unqualified * Move-Ins *** ## Troubleshooting Tips * Keywords not showing in Further Fix: Ensure {keyword} is present in your Google Ads template and that you entered the exact parameter key in Further (e.g., GA\_keyword). * Template seems ignored Fix: A more specific template (keyword/ad/ad group) may be overriding account-level. Check template precedence and the "Tracking template source" column in Google Ads. * Final URLs break or tracking fails Fix: Include {lpurl} and use HTTPS in templates to avoid redirects/parallel tracking issues. * No move-in attribution Fix: Verify your CRM → Further integration is active and mapping move-ins to the correct community/account. *** ## Frequently Asked Questions Do I need to set templates at every level? * No. A account-level template applies to all ads in that account unless a more specific level overrides it. Does auto-tagging (GCLID) already provide this? * No. GCLID supports Google’s conversion tracking and Analytics. To pass keyword strings to Further, use ValueTrack (e.g., {keyword}) in a tracking template. Can I pass names instead of IDs (campaign/ad group)? * ValueTrack provides IDs by default. If you need names, use custom parameters you manage consistently, or map IDs to names in reporting. Which other parameters are useful? * Common adds include {device}, {network}, {campaignid}, {adgroupid}, {creative}, {placement}, {loc\_physical\_ms} for deeper segmentation in Further. *** ## Pro Tip: Add Cost Data for AI Insights After keyword tracking is live, upload cost data in Further’s AI Insights. You’ll automatically get Cost per Lead (CPL) and Cost per Move-In (CPMI) by keyword to understand a deeper level ROI of paid search *** ## References * Google Ads Help — Set up tracking with ValueTrack parameters: * Google Ads Help — About ValueTrack parameters: * Google Ads Help — Template levels & precedence: * Google Ads Help — Test your landing page & parallel tracking: --- # Agent Instructions This documentation is published with GitBook. GitBook is the documentation platform designed so that both humans and AI agents can read, navigate, and reason over technical content effectively. 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