Agenda
● Overview & Benefits
● Final URLs
● Tracking Templates
● Custom Parameters & New ValueTrack
● Hierarchical Tracking
Destination URLs Today
Combine two components● Landing Page: URL in a browser when
customers get to your landing page after clicking on your ad
● Tracking: redirects to third party tracking services, ValueTrack parameters, or custom creative IDs.
Destination URLs Today
http://example.com/store/redshoes?keyword={keyword}
Destination URL
Landing Page Tracking
Destination URLs Today
Adjusting tracking requires updating entire
destination URL
● Triggers re-review of URL
● Ads stop running during re-review
Introducing Upgraded URLs
http://example.com/store/redshoes
Final URL
{lpurl}?keyword={keyword}
Tracking Template
http://example.com/store/redshoes?keyword={keyword}
Destination URL
Introducing Upgraded URLs
● Final URL for your final landing page URL● Tracking template for tracking parameters
Upgraded URL Benefits
● Access to new tracking parameters
● No ad review & stat reset everytime you
update shared tracking
● Consolidate your URL info &
management at highest hierarchy
● Lower crawling load on your website
Final URL Fields
finalUrls[]finalMobileUrls[] finalAppUrls[]
● All possible URLs the user would see in the browser after clicking on ad
● Everywhere destination URLs are used
Final URL Guidelines
● No off-domain redirects
● Must match ad’s display URL domain
● Can contain ValueTrack or custom
parameters
Specifying Final URLs
AdWords API
Ad
finalUrls
finalMobileUrls
trackingUrlTemplate
urlCustomParameters
[“http://www.example.com/promo/winter”]
Final URL Example
TextAd textAd = new TextAd();
textAd.headline = "Luxury Cruise to Mars";
textAd.description1 = "Visit the Red Planet in style.";
textAd.description2 = "Low-gravity fun for everyone!";
textAd.displayUrl = "www.example.com";
textAd.finalUrls = new string[] {
"http://www.example.com/cruise/space/"
};
textAd.finalMobileUrls = new string[] {
"http://mobile.example.com/cruise/space/"
};
Tracking Template Field
trackingUrlTemplate
● If specified, used instead of final URL to track click and redirect to landing page
● Set alongside final URLs, or optionally shared at ad group, campaign, or even customer level
Tracking Template Field
Account
Campaign #1
Ad group #1 Ad group #2
KW1 KW2 KW3 KW4 KW5
trackingUrlTemplate
● Lower level overrides higher level
Tracking Template Guidelines
● Can redirect to another redirect, but final
landing page must match final URL
● Shared templates must reference final
URL using {lpurl} ValueTrack (optional
for non-shared templates)
Specifying Tracking Templates
AdWords API
Customer
trackingUrlTemplate
“{lpurl}?campaign={campaignid}&label={_label}&creative={_creative}”
Tracking Template Example
Campaign campaign = new Campaign();
campaign.id = 12345678;
campaign.trackingUrlTemplate = "http://tracker.example.com/?season={_season}&promocode={_promocode}&u={lpurl}";
New ValueTrack & Custom Params
New ValueTrack Parameters
Use Custom Parameters to append your own unique tracking ids to entities that triggered the click
Use new ValueTrack parameters to populate AdWords assigned unique ids for entities that triggered the click
Custom Parameters
New ValueTrack Parameters
{campaignid} AdWords assigns globally unique id for your campaign
{adgroupid} AdWords assigns globally unique id for your ad group
{targetid} AdWords assigns globally unique id for keyword, dynamic search ad, remarketing list target, and shows all entities that triggered the ad. (currently search only)
For example, if you add a remarketing list to your ad group (criterion ID "456") and target the keywords ID "123" the {targetid} would be replaced by "kwd-123:aud-456".
{loc_interest_ms} AdWords assigns globally unique id for geo-target of the location of the user’s interest
{loc_physical_ms} AdWords assigns globally unique id for geo-target of the user’s location
{feeditemid} AdWords assigns globally unique id for the feed item id of the extension that led to a click
Examples of new ValueTrack Parameters:
Custom Parameters
Use Custom Parameters to append your own ids
{_season} Assign your own unique identifier for current season
{_promocode} Assign your own unique id for ad groups, campaigns, etc running a promo
Examples of Custom Parameters:
Key things to remember: Custom Parameters are indicated by an underscore. i.e. {_mykwid}. You can have up to 3 Custom Parameters per entity.
Custom Parameters Field
urlCustomParameters
Account
Campaign #1
Ad group #1 Ad group #2
KW1 KW2 KW3 KW4 KW5
Specifying Custom Parameters
AdWords APICampaign Level:{_label}
Creative Level:{_creative}
Campaign
urlCustomParameters
parameters[]
key
value
isRemove
doReplace
“label”
“WinterPromo”
false
false
BiddableAdGroupCriterion
urlCustomParameters
parameters[]
key
value
isRemove
doReplace
“creative”
“abc123”
false
false
Custom Parameters Example
Campaign campaign = new Campaign();
campaign.id = 12345678;
CustomParameter seasonParameter = new CustomParameter();
seasonParameter.key = "season";
seasonParameter.value = "spring";
CustomParameter promoCodeParameter = new CustomParameter();
promoCodeParameter.key = "promocode";
promoCodeParameter.value = "NYC123";
campaign.urlCustomParameters = new CustomParameters();
campaign.urlCustomParameters.parameters =
new CustomParameter[] { seasonParameter, promoCodeParameter };
Shared Templates
Consolidate your tracking at the highest level
Account
Campaign #1
Ad group #1 Ad group #2
KW1 KW2 KW3 KW4 KW5
Account
Campaign #1
Ad group #1 Ad group #2
KW1 KW2 KW3 KW4 KW5
From: Destination URLs To: Upgraded URLs Use Shared Tracking Template at the highest
level for tracking info that extends to the rest of the
hierarchy.
Available for: account
ad groupscampaigns
Shared Templates Benefits
● Manage tracking for many entities in a
single location
● Editing shared template doesn’t trigger
editorial review or stats reset
Local Templates
Specify overrides for your keywords & sitelinks
Account
Campaign #1
Account
Campaign #1Ad group #1
KW1 KW2
From: Destination URLs To: Upgraded URLsUse Local Tracking
Template for parameters that are unique to
keywords or sitelinks
Lowest level of tracking template trumps those
that are higher Sitelink 2
Sitelink 1
Ad group #1
KW1 KW2 Sitelink 2
Sitelink 1
Resources● Upgraded URLs https://developers.google.
com/adwords/api/docs/guides/upgraded-urls
● Migration Guide https://developers.google.com/adwords/api/docs/guides/upgrade-destination-urls