Migrate Google Ads accounts to parallel tracking

Try campaign URL options in Search Ads 360

In Google Ads campaigns, you can try the following campaign URL options before enabling the options for the entire account:

  • Migrating parameters for conversions API, Google Analytics, and cross-channel remarketing
    When you try this option in a campaign, Search Ads 360 adds the gclsrc and {_dsmrktparam} parameters to the campaign's Final URL Suffix just before trafficking updates to Google Ads. You won't see the parameters in Search Ads 360, but if you sign into Google Ads and view the Final URL Suffix, you'll see them in Google Ads.
     
  • Parallel tracking
    When you try this option in a campaign, clicks on ads in this campaign go directly to the final URL, and click tracking happens in the background. No changes are made to URLs, templates, or URL parameters in the campaign.

Before you try these options

Make sure you've done the following:

Migrating parameters for conversions API, Google Analytics, and cross-channel remarketing may result in changes to URL parameters and custom parameters in your landing page URLs, and may result in the account being placed under review by Google Ads. 

Turn on a URL option for a campaign

  1. Navigate to a Google Ads campaign and click the campaign settings icon Settings button, which appears above the tabs.
  2. In the Test campaign URL options section, select one or more of the checkboxes.
  3. Click Save.

Confirm the option is in effect for your campaign

Migrating parameters option

After you enable the parameter migration option, Search Ads 360 adds the gclsrc and {_dsmrktparam} parameters to the campaign's Final URL Suffix in Google Ads. You won't see the parameters in Search Ads 360, but if you sign into Google Ads and view the campaign's Final URL Suffix, you'll see them in Google Ads. 

Parallel tracking option

When you enable the parallel tracking option, Search Ads 360 adds the following campaign-level custom parameter:
{_beacon}=true

If you sign into Google Ads, you should see this custom parameter at the campaign level.

In Search Ads 360, you can see the custom parameter in the campaign settings or by adding the Custom parameter column to the Campaigns reporting table. You can also create the following filter in the Campaigns reporting table to show only campaigns that are using this option:
Custom parameter contains {_beacon} = true

Confirm the campaign works as expected

Migrating parameters option

After you enable the parameter migration option, do the following to confirm the campaign works as expected:

  1. Sign into Google Ads and test your landing page at the campaign level.
    In the With parallel tracking section, the landing page URLs should contain the gclsrc=aw.ds parameter. If you've set up the campaign to enable remarketing with social ads (search to social remarketing), the landing page URLs should also contain the ds_rl=list_id parameter.
    URL test in Google Ads
  2. Use Google to search for one of your products, then click your ad. You can optionally wait for customers to click ads from the campaign.
  3. If you've linked Google Analytics to your Search Ads 360 advertiser, add the GA sessions column to the Campaigns reporting table in Search Ads 360. Confirm that your click was recorded as a new Analytics session.
  4. If you've set up the campaign to enable remarketing with social ads, make sure the ds_rl=list_id parameter is included in your landing page URL.

Parallel tracking option

After you enable the parallel tracking option, do the following to confirm the campaign works as expected:

  1. Use Google to search for one of your products, then click your ad. You can optionally wait for customers to click ads from the campaign.
  2. In Search Ads 360, add the Visits column to the Campaigns reporting table and make sure you're seeing new visits attributed to the campaign.
  3. If you expect your campaign to generate Floodlight or other types of conversions, add conversions columns to the Campaigns reporting table and make sure you're seeing new conversions attributed to the campaign that's running the test.

Turn off a URL option for a campaign

  1. Navigate to a Google Ads campaign and click the campaign settings icon Settings button, which appears above the tabs.
  2. In the Test campaign URL options section, clear one or more of the checkboxes.
  3. Click Save.

Results of turning off parameter migration option

Stopping the parameter migration returns the campaign's Final URL Suffix to the pretest state. If the Final URL Suffix was empty before the test, it will be empty after the test, and the campaign will inherit the account's Final URL Suffix. If you specified parameters in the Final URL Suffix before the test, you'll see those same parameters after the test along with the parameters that were added as part of the migration.

If you added parameters to the Final URL Suffix while test was running, the new parameters will be removed when you stop the test. If you still need the new parameters, add them back to the campaign's Final URL Suffix.

Results of turning off parallel tracking for a campaign

Stopping parallel tracking for a campaign removes the {_beacon}=true custom parameter from the campaign. If you've enabled parallel tracking for the entire account, the campaign continues to use parallel tracking after you turn off the campaign option.

Once you turn on parallel tracking for the account, it's recommended you turn off the campaign-level option. If you accidentally leave the option on and then turn off parallel tracking for the entire account, the campaign will use parallel tracking again. 

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