Add URL parameters to a Final URL suffix

This article applies to Google Ads and Microsoft Advertising accounts in the new Search Ads 360.

A Final URL suffix contains URL parameters that your site uses for tracking purposes. Parameters that determine the content of a page should be added to the Final URL, and parameters used by tracking services (such as those used by Google Analytics 4) should be added to a tracking template or the Final URL suffix.

On this page

• How and when to use a Final URL suffix
• Instructions by level
  • Add at the account level
  • Add at the campaign level
  • Add at the ad level
  • Add at the ad group, dynamic ads target or keyword level
  • Add at the sitelink level
• Example

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How and when to use a Final URL suffix

You can enter static, dynamic, or custom URL parameters to a Final URL suffix. Don't add ? or & before the first parameter, but do use & to separate additional parameters. For example: src=google&kwd={keyword}

If all ads in a client account use the same tracking URL parameters, add the parameters to the account's Final URL suffix. Otherwise, add the parameters to a Final URL suffix at the campaign level or lower. The suffixes at lower levels override suffixes from higher up.

Important for troubleshooting data discrepancies: When troubleshooting data discrepancies or audience issues, for example, between Google Analytics 4 and Google Ads, checking the Final URL suffix at the account, campaign, ad group, and ad levels is a key step. Ensure that the parameters being passed are consistent for proper attribution and audience building. Incorrect or missing parameters in the Final URL suffix can lead to data discrepancies and issues with audience population.

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Instructions

Add a final URL suffix at the account level

1. Sign in to your Search Ads 360 account.
2. Navigate to a client account.
3. From the page menu, click Settings.
4. In the expanded menu, click Account settings.
5. Click Tracking to expand the section.
6. Enter parameters in the “Final URL suffix” field.
7. Click Save.

Add a final URL suffix at the campaign level

1. Sign in to your Search Ads 360 account.
2. Navigate to a client account.
3. From the page menu, click Settings.
4. In the expanded menu, click Campaign settings.
5. Click the campaign you want to edit.
6. Under “Other settings", click Campaign URL options to expand the section.
7. Enter the parameters in the “Final URL suffix” field.
8. Click Save.

Add a final URL suffix at the ad level

1. Sign in to your Search Ads 360 account.
2. Navigate to a client account.
3. From the page menu, click Ads.
4. Hover over the ad you want to edit and click the pencil icon when it appears.
5. Click Ad URL options to expand the section.
6. Enter parameters in the “Final URL suffix” field.
7. Click Save ad. Saving sends this new version for review.

Add a final URL suffix at the ad group, dynamic ads target or keyword level

1. Sign in to your Search Ads 360 account.
2. Navigate to a client account.
3. From the page menu, click Ad groups, Dynamic ad targets under the “Audiences & content” dropdown, or Search Keywords under the "Keywords" drop down.
4. Click the columns icon above the table.
5. Click Attributes to expand the section.
6. Select the checkbox next to "Final URL suffix".
7. Click Apply.

Then, add your URL parameters:

1. Hover over the entry in the "Final URL suffix" column and click the pencil icon when it appears.
2. Enter parameters in the “Final URL suffix” field.
3. Click Save.

Add a final URL suffix at the sitelink level

1. Sign in to your Search Ads 360 account.
2. Navigate to a client account.
3. From the page menu, click Assets.
4. Click on the Sitelink button to view all sitelink assets.
5. Hover over the ad you want to edit and click the pencil icon when it appears, then select Edit.
6. Click Sitelink URL options to expand the section.
7. Enter the parameters in the “Final URL suffix” field.
8. Click Save.

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Example

Final URL: https://example.com?product=1234
Tracking template: https://tracker.com/redirect={escapedlpurl}
Final URL suffix: channel=search

What happens:

• With parallel tracking: when someone clicks on your ad, he or she will be directed to https://example.com/?product=1234&channel=search while the tracking is processed in background.
• With traditional sequential tracking: When someone clicks on this ad, he or she will first be directed to https://tracker.com/redirect=https%3A%2F%2Fexample.com%2F%3Fproduct%3D1234%26channel%3Dsearch before landing on https://example.com/?product=1234&channel=search.

Related links

• Reserved parameter names
• About URL parameters
• Add URL parameters to Final URLs
• Create custom parameters
• Use Search Ads 360 custom parameters and macros