Restricted ad formats and features

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There are multiple factors that determine access to advanced ad formats and features on Google Ads. Certain advertising formats and features are not available to all advertisers until you have met the specific requirements, or have been certified to use them.

Certification may include providing documentation, such as supporting licenses and identification documentation to confirm that you are authorized to have access to the product features, or that you have demonstrated a sustained history of policy compliance for some time. All ad formats and features are also subject to the standard Google Ads policies.

The following ad formats are restricted unless your account meets the relevant requirements. 

HTML5 ads

Requirements for using HTML5 ads

You should be able to gain access to HTML5 ads in your Google Ads account once your account has met the following requirements:

  • Account has been open for more than 90 days.
  • Account has more than $9,000 USD total lifetime spend.
  • Account has a good history of policy compliance.

Keep in mind, that meeting the requirements above doesn’t always guarantee access to HTML5 ads.

If HTML5 ads are unavailable in your account, you can apply for access by filling out the Apply for HTML5 access form. Before you submit your application, make sure that your account meets the eligibility criteria listed below. You will receive an email notification with a status update within 7 business days of your application submission.

  • Account has a good history of policy compliance.
  • Account has a good payment history.
  • Account has more than $1,000 USD total lifetime spend.

To maintain continued access to HTML5 ads, please make sure that you don't violate our policies and sustain a good history of policy compliance.

In the meantime, you can use other options like uploaded AMPHTML ads or responsive display ads.

Make sure that you follow the correct display ads specifications.

Click trackers

Requirements for using click trackers

Advertisers are only allowed to use click trackers certified by Google. Ads from advertisers using non-certified click trackers in the Tracking Template feature may be disapproved. Please view the list of certified click trackers here.

Alternatively, advertisers who do not wish to use click trackers can use other tracking options, such as setting up an impression pixel on a landing page.

Setting up your click tracker in the tracking template

You will need to add the next hop url to the redirect parameter (highlighted in bold) in the tracking template field as shown in the example below:{creative}&device={device}&gclid={gclid}&redirect={}

The specific format of the parameter(s) may be different for different click tracker providers, so please work with your click tracker provider to ensure the right format is used.

You may nest one or more click trackers within your primary click tracker. To remain compliant with this policy, each click tracker nested and the primary click tracker has to be certified and the next hop parameter must be clearly defined.

Learn more about setting up your tracking template.

Click tracker certification

If you are a click tracker service provider who meets the requirements highlighted in the guidelines for the certification program, you may apply for certification. When certified, advertisers will be allowed to run ads using the certified click tracker.

Click here for a list of certified click tracker service providers.

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