Google’s rollout of Upgraded URLs marks a major shift in how advertisers create, manage, and track destination URLs in AdWords. This update is designed to improve efficiency, particularly for large-scale accounts and advertisers using third-party tracking platforms.
Upgraded URLs have already launched and will become mandatory by July 2015, at which point all destination URLs will be converted to final URLs.
Why It Matters
As AdWords accounts become increasingly granular—with multiple campaigns, ad groups, and landing pages—editing destination URLs for tracking purposes has grown increasingly cumbersome. Advertisers often rely on spreadsheets to concatenate landing pages and tracking strings—a process that’s both time-consuming and error-prone.
Google has responded by simplifying the workflow.
With Upgraded URLs:
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The landing page URL and tracking parameters are separated
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Tracking can now be managed using shared templates
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Templates can be applied at the account, campaign, or ad group level
This allows marketers to update tracking without triggering ad review delays or affecting campaign delivery.
How Upgraded URLs Work
Previously, destination URLs combined the landing page with keyword-level tracking info. This meant any change required editing the full URL, which would often:
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Trigger re-approval
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Interrupt ad delivery
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Require campaign downtime
Now, final URLs contain only the landing page, and all tracking parameters can be defined separately using:
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Tracking templates (account/campaign/ad group level)
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Custom parameters
This results in faster edits, better visibility on ROI, and less administrative overhead.
Considerations for Third-Party Tracking
Advertisers using platforms like DoubleClick Search (now part of Search Ads 360) need to proceed carefully. Some third-party tools may not yet fully support the upgraded structure.
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DoubleClick Search currently recommends staying with the existing Destination URL setup
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Incorrect implementation may lead to ad disapprovals
Advertisers should consult their provider and refer to this official implementation guide before switching.
Who Stands to Benefit?
Upgraded URLs offer advantages to nearly every advertiser—but especially those working in:
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Time-sensitive verticals (e.g., betting, pharma, finance)
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Accounts managing many campaigns or creatives
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Industries subject to strict review policies
Because shared templates don’t trigger re-reviews, advertisers can make tracking changes instantly, which is vital in fast-moving markets. And with reduced crawling load, landing pages may load faster, enhancing user experience.
The result? More time for optimisation—and maybe even your social life.
Compatibility: Which Ad Formats Are Supported?
While most ad formats are now compatible with Upgraded URLs, some exceptions remain:
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AdWords for Video
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Gmail Sponsored Promotions (GSP)
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Lightbox ads
Advertisers using these formats should monitor future updates from Google.
Final Thoughts
Upgraded URLs represent a practical, efficiency-focused update. For performance marketers juggling scale, compliance, and speed, this change offers welcome relief. But preparation is key—especially when third-party tools are involved.
Plan your migration early. Test templates. And speak to your vendors to avoid downtime.
