Google Introduced Upgraded URLs To Improve Tracking Through Adwords

google adwords

Google announced new features for Adwords advertisers that aim to make tracking information easier and faster. Upgraded URLs features allow advertisers to update tracking info while avoiding having to reset ad stats. Upgraded URLs have been in beta for API users for months and are now rolling out globally to all users in the web interface this week. Google is also encouraging advertisers who use tracking in their URLs to upgrade to the new system by July 1, 2015. They also mention advertisers that use tracking platforms to manage URLs to work with them to take advantage of the new feature.

Upgraded URLs offer several benefits for advertisers, including:

  • less time spent managing URL tracking updates
  • reduced crawl and load times on your website
  • new ValueTrack parameters that help you gain additional insights about your ads.

What’s  New in Upgraded URLs

Final URL is where you’ll enter your website’s landing page URL. This is the actual landing page that the user sees after clicking on an ad. (redirecting to a third-party domain is still prohibited).


Tracking templates is the place where you enter your tracking information and tell AdWords how to assemble your URLs and allow you to scale tracking parameter updates across multiple URLs, you can use a shared tracking template at the account, campaign or ad group level, you can also use a tracking template at the ad, keyword, or sitelink level when you would prefer to manage your URL tracking information at the individual URL level.


Custom parameters will give you the option to create your own tracking criteria and set specific values for them.  For example, if you’d like to insert the value 12345 whenever this specific ad is clicked, you can set the custom parameter {_mycreative} in this ad.


Custom parameters are not available at the account level. You can set up to three custom parameters in the URLs options section.

New ValueTrack parameters will give you the options to track additional insights about your business. For example, if you’d like to track how many ad clicks were triggered for your creative by location, you can use the new {loc_physical_ms} ValueTrack parameter. To optimally use the new ValueTrack parameters, you can set them up at the account level so you can track these values across all the URLs in your account.

For more information visit Google AdWords help page.

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Shiv Gupta is an Internet marketing professional & Editor at SEMPandit. Beyond SEMpandit, He also provide search marketing consultancy & advice to SMEs & eCommerce based companies.
  • Sudhir Shukla

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