Everything You Need To Know About AdWords Destination URLs


Google has recently announced the launch of AdWords Upgraded URL format aimed at improving the functionality for advertisers.

Benefits include:

  • Less time taken tracking URL updates.
  • Faster Crawl and Load times.
  • Improved tracking perimeters.
  • Removes the need to return advertisements for editorial review when tracking criteria is changed.
  • Doesn’t remove tracking history and scores if tracking perimeters are changed.

This article will explain the changes and give you all the necessary information you need to understand upgraded URL’s;

 Changes to Destination URL Process


The address of the website that is reached when clicking on an advert is a destination URL, previously AdWords ad and keyword tracking depended on the destination URL, this meant that each time tracking was adjusted, the destination URL needed changing and all ads would stop running and be sent back to editorial review, and all information attached to the previous URL would get wiped.

Now the destination URL has been made into two separate parts, enabling you to access the tracking information and the landing page portion of the URL independently, making it possible to alter your tracking perimeters without the need to review ads or statistics and history being wiped.

Final URL’s will need to match the domain of the display URL to avoid your ad being rejected.

It is now possible to use URL options to track and redirect traffic, bringing a range of new options to you, making using AdWords far easier and more effective including;

  • The choice to specify URL options at many different levels from the account right through to site link level.
  • A tracking template is available which collates information from the tracking and landing page and creating a new address people can click to be directed to your website.
  • Improved value track parameters including location tracking records certain information about the ad and adds tracking values to yours ads landing page, these details can be used for review purposes using analytical software.

 Why is Google making these changes?

Google have decided to change the URL format to make it easier and more convenient to users, as many people found the old process complicated and time consuming.

In a statement released Google said “we are introducing upgraded URLs to provide an easier and faster way to manage and track important information about each click on your AdWord Ads“.

This will allow for easier tracking code implementation to allow a more trackable and measurable SEM campaign.

 How will the changes affect me?

The new AdWords URL formats is available already and will forced migration will begin in July 2015, meaning eventually all of your destination URLs will become final URLs automatically at some point. If you have notice, it is already appearing in your Google Adwords account and you should consult your PPC Agency to make the switch as soon as possible because when you migrate your destination URLs manually now, but you will wipe any history and your ads will be sent back for review.

Google has made a URL update guide available so you are able to identify what kind of upgrade method is most suitable for you after assessing what advertiser category you fall under.

Although a lot of advertisers are nervous about these new changes, and concerned about the risks of losing their entire history and ad statistics, the new format has eliminated a lot of the issues and problems that users experienced in the past and making it far easier to create future ads. The benefits clearly outweigh the downsides when the advantages are properly considered.