The Value Of URL Parameters In Google Ads

The Value Of URL Parameters In Google Ads
6 min read
26 November 2022

There are countless ways to monitor user behavior in Google Ads. Advertisers can find out more about the source of their traffic by using URL parameters.

Your decision-making will be more well-informed the more information you have about your ad clicks. That is always a positive development.

Keep reading to find out more information about it URL Parameters and how it can benefit you!

What Are URL Parameters?

URL parameters in Google Ads are additions to a website's URL that carry data about ad clicks. This information enables advertisers to better understand where a click originated before it arrived at a website.

The equal symbol (=) is used to denote the separation between the key and the associated value in these parameters. The first parameter in any URL starts with a question mark (?).

Types Of URL Parameters

There are two prominent types of URL parameters. They are:

  • Tracking Parameters

These parameters transmit data about ad clicks, including details about the click's origin. The two are as follows:

  1. Custom – Advertisers include these in the tracking templates as custom parameters.

  2. Value Track – These can be added to the landing page URL in ValueTrack.

  • Content Modifying Parameters

These are only used to transmit data about particular content to your landing page.

For instance, a defined value will be sent on when a user clicks on a certain product image, directing users to the particular product page that corresponds to that image.

Bonus: What Parameter Does Google Ads Include In The Destination URL?

Gclid, to answer your query. Google Click ID is referred to as Gclid. The Gclid is added before any fragment or customized UTM parameter by Google Ads. 

This enables Google to track information from Google Ads in Google Analytics.

How URL Parameters Benefit Google Ads

Here are some of the ways in which URL Parameters benefit Google Ads:

1. Assessing Device Performance

Custom parameters offer information on the effectiveness of your adverts across various devices. You may compare how clicks are generated on PCs, tablets, and smartphones to make each platform's user experience be better.

2. Tracking Clicks on Keywords

Your pay-per-click (PPC) campaign may succeed or fail depending on the keywords you select. You may identify high-performing keywords that are increasing user engagement by keeping an eye on the clicks history in your account.

You will have a better knowledge of user intent as a result and a better awareness of what users are looking for.

The more information you have, the more likely it is that you can improve your keyword list such that it contains more high-value phrases that get more clicks.

3.Increasing the Efficacy of Geographical Tracking

Local search engine optimization has seen a major push in recent years (SEO). Local SEO enables marketers to target only particular geographic regions where they have physical presences.

You may, for instance, run advertisements that will only be seen by potential clients in a specific city or area, close to your actual business location.

You will have more control over your ad budget and audience targeting if you track clicks using custom parameters. You can gradually enhance your geo-targeting to yield a higher return on investment through careful analysis and adjustment (ROI).

[Read Also: SEO Content Marketing: What Are The Basics?]

Google Updated Its URL Parameters

An improvement to the URL parameters was one of many key enhancements to Google Ads in 2018.

Destination URLs were used to identify the area of your website consumers landed on after clicking on an advertisement prior to these modifications.

This wasn't the most practical way to track ad clicks because it also required some more coding and an editorial review.

It is possible to track the new parameters in the following ways:

  • Final URL

It lists the landing pages for your advertisement, keyword, or website link. After clicking your ad, the user sees the final URL in their browser.

  • Final Mobile URL

It lists potential final mobile URLs for your advertisement, keyword, or website link.

  • Final App URL

It lists the final app URLs that will be used if the user has installed the chosen app.

  • Tracking Template

An extra template for adding more tracking specifications. This can be included as a custom parameter, tracking template, or the final URL.

Bonus: How many parameters can a URL have?

To answer the above question, by default, the maximum is a thousand parameters. The HTTP Protocol Validation Policy allows for customization of this default. 

An attacker would employ unusually lengthy parameter names or values for one of three reasons: to perform an overflow attack on the data structure that contains name-value pairs for the parameters.

To Wrap It Up!

The idea of delving into data regarding URL parameters may appear intimidating to those who are new to paid advertising. The effort is worthwhile, though.

Knowing more about the sources of site traffic will help you understand the path that your users take.

Thank you for reading up till here. I hope you found this information useful.

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Author Bio:

Chris Blair, a freelance writer. He is loving every bit of it. His niches are marketing, lifestyle, wellness, travel, and entertainment. Apart from writing, Chris loves to travel, binge-watch, research conspiracy theories, Instagram, and overthink. Now he is a valuable contributor of world health lifeistanagreen worldplus lifestylestrue health tipsworld newsinn, News Stoner, Circlebox Blog, Tech Rab, Tech MagNews, NewsProfy, WorthyToShare, WorldTech24, ProudlyUpdates

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Chris Blair 115
a freelance writer. He is loving every bit of it. Her niches are marketing, lifestyle, wellness, travel, and entertainment. Apart from writing, Chris loves to t...
Comments (1)
  1. Felix Turner

    URL Parameters: A Gateway to Google Ads Success and Insights: Gain a comprehensive understanding of URL parameters and their role in unlocking insights for Google Ads success. Explore their benefits, types, and impact on your campaigns.

    5 months ago ·
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