The URL parameter is a way to pass information about a click through to its URL. There are three types of URL parameters that may be used in AdWords: 1) General URL parameters – pass information to the website like a product’s information. 2) General URL tracking parameters – records the tracking information about the advertisement, but isn’t created by Google. 3) ValueTrack parameters – records the information about the ad based on which parameter used. For instance, the ValueTrack parameters can have a setting for the URL parameter “network” in the URL parameter, which will then record which network the click came from.