About URL parameters in Search Ads 360

Advertisers often add parameters to their URLs to send data to the landing page. URL parameters are made of a key and a value separated by an equals sign (=) and joined by an ampersand (&). The first parameter always comes after a question mark in a URL. 

Search Ads 360 provides a few different ways to add URL parameters. The method you use depends on the purpose of the URL parameters, the source of data for the URL parameters, and the type of engine account.

Examples of URL parameters

Determining the content of the landing page

Providing tracking data for the landing page

Some advertisers add scripts to their sites so they can collect tracking data on their own. For example, an advertiser may add a URL parameter to indicate that a visit came from a Google paid search click.

Here's how to pass a URL parameter such as src=google to provide tracking data for the advertiser's site:
Landing page URL: http://example.com?sid=1234567
Final URL suffix (Google Ads only): src=google
URL template (Microsoft Advertising and other non-Google Ads engines): {unescapedlpurl}?src=google

URL that is sent to the landing page:
http://example.com?sid=1234567&src=google

Providing data for a third-party tracking service

Some advertisers use tracking services in addition to Search Ads 360. 

Here's how to pass a URL parameter such as cid=99999 to a third-party tracker in addition to the parameters from the previous examples:
Landing page URL: http://example.com?sid=1234567

Google Ads only:
Final URL suffix: src=google
URL template: https://example.tracker.com/?cid=9999&lp={escapedlpurl}

Microsoft Advertising and other non-Google Ads engines
URL template: https://example.tracker.com/?cid=9999&lp={escapedlpurl}%3Fsrc%3Dgoogle

URL that is sent to the landing page:
http://example.com?sid=1234567&src=google