Three URL Fields, Three Jobs
Google Ads has three related URL fields, and most tracking problems come from mixing them up.
| Field | What it does | Example |
|---|---|---|
| Final URL | The page people land on | yoursite.com/offer |
| Final URL suffix | Parameters added to the landing page URL | utm_source=google&utm_medium=cpc&utm_campaign={campaignid} |
| Tracking template | A click-measurement URL wrapped around the final URL | tracker.example.com/click?id={campaignid}&url={lpurl} |
The rule of thumb: anything your landing page or analytics needs goes in the final URL suffix. The tracking template is for third-party click trackers.
Why Parallel Tracking Matters
With parallel tracking, which Google uses for Search, Shopping, Display, Video and Performance Max, visitors go straight to your final URL while the tracking template is called in the background. The landing page never sees parameters that exist only in the template. That's why UTMs in the template seem to vanish.
Useful ValueTrack Parameters
| Parameter | Returns |
|---|---|
| {campaignid} | Campaign ID |
| {adgroupid} | Ad group ID |
| {creative} | Ad ID |
| {keyword} | Keyword that matched (search only) |
| {matchtype} | Match type of that keyword |
| {device} | Mobile, tablet or computer |
| {network} | Search, search partners or display |
| {lpurl} | Your final URL (tracking templates only) |
Some parameters return empty values for certain campaign types. YouTube video ads, for example, don't support {keyword}. See ClickMagick for YouTube ads.
Setting It Up
- Put UTMs in the account-level final URL suffixFor example
utm_source=google&utm_medium=cpc&utm_campaign={campaignid}&utm_content={creative}. - Leave the template empty unless a tracker needs itIf one does, start it with the tracker URL and include {lpurl}.
- Keep auto-tagging onSo GCLID is still added. See click IDs explained.
- Test before savingUse the Test button and click a live ad to confirm the landing page URL.
Which Level Wins
Templates and suffixes can be set at account, campaign, ad group, ad and keyword level. Google uses the most specific one. If a click has the wrong parameters, check the keyword and ad first, then work upwards.
Common Mistakes
- A tracking template without {lpurl}, which breaks the landing page.
- UTMs only in the template, so they never reach the page.
- A suffix starting with ? or &, which Google doesn't allow.
- Old templates at lower levels silently overriding the account setting.
Google Ads With ClickMagick
ClickMagick's URL Builder creates the right parameters for Google Ads, including the identifiers it needs for automatic cost import, and its Google integration sends conversions back through a dedicated conversion action. See ClickMagick for Google Ads.
Get Google Ads tracking right the first time.
Try ClickMagick FreeFrequently Asked Questions
What is a Google Ads tracking template?
It's a URL that wraps your final URL with tracking information, used mainly when a third-party click tracker needs to record the click. It must include {lpurl} so Google inserts your final URL.
What's the difference between a tracking template and a final URL suffix?
The final URL suffix adds parameters, such as UTMs, to the landing page itself. The tracking template is for click-measurement services. Parameters your landing page needs belong in the suffix.
Where should I put UTM parameters in Google Ads?
In the final URL suffix. Under parallel tracking, parameters placed only in the tracking template don't reach your landing page.
What are ValueTrack parameters?
Placeholders in curly braces, such as {campaignid} or {keyword}, that Google replaces with real values when someone clicks.
Which level's template does Google use?
The most specific one. Keyword or ad settings override ad group, campaign and account templates.