This article is about Universal Analytics. If you are using the next generation of Google Analytics, refer to the Google Analytics 4 properties section of this help center.

Ads link to error pages

Check if your website allows URL parameters.

When you link Analytics and Google Ads, destination URL auto-tagging is turned on automatically. This feature allows Analytics to track information about clicks on your Google Ads ads by tagging your Google Ads keyword destination URLs with a gclid= parameter. This parameter is displayed in your landing page URL.


A small number of websites don't allow URL parameters, and consequently serve an error 404 page when a URL contains those parameters. If your site doesn't allow URL parameters, you can lobby your webmaster to allow them, or you can turn off auto-tagging.

To turn off auto-tagging:

  1. Sign in to your Google Ads account at
  2. Click the gear icon, and select Account settings.
  3. Make sure you're on the Preferences tab, and click Edit in the Tracking section.
  4. Clear (disable) the Destination URL Auto-tagging checkbox.
  5. Click the Save changes button.

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