The Google Ads implementation of the final URL reports avoids ambiguity that occurred with aggregation in AdWords. The presentation in Google Ads is consistent across both reports and the output relates only to served ads.
- Final URL
- The URL of the page that people reach when they click on your ad. The final URL isn't displayed on your ad.
- Display URL
- The URL displayed on your ad.
- Unexpanded URL
- The URL of the landing page. This is where people end up after clicking your ad and is usually the same as the final URL.
- Expanded URL
- The URL that people reach after contextual substitutions have been made and custom parameters have been added to the unexpanded URL.These can include keyword insertion, value tracking parameters, platform insertion, and more.
- Final URL
- The landing page for your ad, keyword, or sitelink. This must be what the user ultimately sees in the browser bar after clicking an ad.
See AdWords Final URLs.
- Effective Final URL
- The actual click URL that will serve, built from the Tracking template with the final URL and custom parameters.
Google Ads definitions
- Unexpanded Final URL
- The advertiser-specified final URL for served ads.
- Expanded Final URL
- The final URL that clicks are directed to from served ads.
What has changed
AdWords has the following reports
- Landing Page Report for unexpanded and expanded final URLs that served in ads.
- Final URL Report for effective URLs. This includes all statistics aggregated at the _current _effective final URL level, one row per effective final URL.
In AdWords, the Final URL Report aggregates statistics for the effective final URL based on current settings and criteria, which may differ from the URLs that served in ads.
Google Ads has the corresponding views
- Landing Page View for unexpanded URLs that served in ads.
- Expanded Landing Page View for expanded URLs that served in ads.
Avoid mixing data by migrating to Google Ads API
The AdWords Final URL Report may obtain results that mix historical statistics with those of the current effective URL. To avoid this, migrate to Google Ads.
For example, the following AdWords API query reports the current URL attributes and historical stats.
SELECT Impressions, EffectiveFinalUrl, AdGroupStatus FROM FINAL_URL_REPORT
If you have the following final URL as of 2021-01-01
and obtain the following output
Date Impressions EffectiveFinalUrl ... 2021-01-01 50 https://www.examples.com/apples
then change the ad to have the following Final URL
and run the report again before any ads have served on the
you get the following output.
Date Impressions EffectiveFinalUrl ... 2021-01-01 50 https://www.examples.com/oranges
This is misleading because the ads actually served on 2021-01-01 with the
SELECT landing_page_view.unexpanded_final_url, metrics.impressions, ad_group.status, ad_group.final_url_suffix FROM landing_page_view
Check your current URL settings
SELECT /* tracking URL templates */ customer.tracking_url_template, campaign.tracking_url_template, ad_group.tracking_url_template, ad_group_criterion.tracking_url_template, /* URL custom params */ campaign.url_custom_parameters, ad_group.url_custom_parameters, ad_group_criterion.url_custom_parameters, /* final URL suffixes */ customer.final_url_suffix, campaign.final_url_suffix, ad_group.final_url_suffix, ad_group_criterion.final_url_suffix, /* final URL */ ad_group_criterion.final_urls FROM ad_group_criterion
We suggest you do the following to get used to retrieving final URL data