What is a final URL?

The final URL is the web page where someone lands after clicking your ad in Google Ads. The domain of the display URL comes from the final URL. Besides the final URL there are a tracking template and a final URL suffix, which add tracking parameters to the link.

Why is a final URL important?

Landing page experience: a page that matches the ad counts towards quality.
Conversion: the visitor can do what the ad promises in one step.
Measurement: with the suffix or auto-tagging you keep a clear overview in your analytics tool.

Examples of a final URL

An ad for “women’s running shoes” points to the women’s category page, not the homepage.
An installer links “replace boiler” to a page with a quote form.
A suffix adds utm_campaign=summersale to all final URLs in a campaign.

How do you use a final URL?

Pick the page that best matches the search for each ad and check that the link works, loads fast and does not end on an error page. Add tracking parameters through the suffix rather than in every URL separately. You can make such a page stronger with CRO.

Final URL