Why Google Ads Final URL Is Important and Effects Your Conversions?

Google Ads
8 min read
İsmail Atasoy
Jan 8, 2023

"Are you tired of your Google Ads leading people to a black hole in space? Users going to this black hole will probably affect your conversion rate. 😅 It is important to track the final URLs in order to prevent users from going to black holes and to make the necessary optimizations. Then let's see the details about the final URL!

What is final URL

The final URL in Google Ads is the advertisement's target URL, which will be displayed to visitors once they click it. Also known as the "landing page". It is referred to as the "final" URL since it is the last in a process of redirection that takes place once a user clicks on your advertisement.

The final URL is crucial for tracking the effectiveness of your advertisement and ensuring that visitors are sent to the right page on your website. Additionally, it's used to assess how relevant and effective your ad is for users, which may have an impact on where your ad appears and how well it performs in the Google Ads auction.

The role of the final URL in a Google Ads campaign

The final URL is an important component of a Google Ads campaign since it directs people to the specific page on your website once they click on your ad. The performance of your advertising can be dramatically affected by the content and user satisfaction on Google Ads final URL page.

So, first of all, before a user completes a desired activity, such as performing a purchase or completing a form, the last URL page is their last point of engagement with the website. Therefore, it's critical to check that the page is related to the advertisement and offers a pleasant customer experience. Low conversion rates might result from people leaving the page fast or not taking the intended action if the page is improperly built or not related to the advertisement. A well-designed and appropriate final URL page in Google Ads, on the contrary hand, can persuade consumers to perform the necessary action and increase conversion rates.

Second, Google's algorithms assess the effectiveness and relevance of the advertisement based on the final URL page. Google evaluates an ad's relevance and value based on a number of characteristics, including the content of the ad's destination URL page, the quality of the user experience there, and the general relevance and quality of the website. The rank and quality of the ad in the auction may be boosted, resulting in much more views and clicks on the ad with a final URL page that is both absolutely relevant and attractive.

In a Google Ads campaign, the final URL is crucial overall. It sets the user's experience on the landing page, which may affect their willingness to do the required action. Additionally, Google uses it to monitor the effectiveness of the advertisement and enhance the usefulness and accuracy of upcoming adverts. Therefore, while setting up a Google Ads campaign, it is crucial to carefully analyze the final URL.

How the final URL affects the tracking of conversions

Google Ads Final URL can be of great importance for conversion tracking. By effectively setting the final URL for your landing page or website, you can track conversions and check whether your advertising campaigns are working efficiently.

However, the important point here is whether the final URL is set appropriately. Because if it is not set correctly, Final URL may not give correct results when tracking conversion. For example, if you have the final URL set to your website's homepage, the situation may be a little confusing for you. Because there may be more than one link that provides conversion on your homepage. In other words, your homepage with multiple links and call-to-actions may make it difficult for you to distinguish the ones linked to your advertising campaign.

To appropriately credit conversions to the ad campaign in this situation, tracking information like UTM codes may be required.

The impact of the final URL on the user experience

Suppose you like a stylish watch you see in Google ads and click on the ad to review the product. However, instead of watches, you come across Hello Kitty backpacks😐 In that case, you'll probably leave the website in frustration, right? This is true for all your visitors. If the final URL leads to a page that responds to users' requests and satisfies them, it will be a positive user experience for your visitors. However, if there is a situation that does not respond to users' requests, as in the example we just gave, this will affect the user experience.

At the same time, users do not like to go to your homepage when they click on an ad. Because if you have presented a product to them in the advertisements and it is the product that attracts the attention of the users, they do not want to find themselves on your homepage when they click on the advertisement. Because in this case, they have to find the product manually from within your website.

So, what you need to do is to set your final URLs correctly if you want to provide a satisfactory user experience to users.

Another important point to consider is that your Google Ads final URL page performs well visually and technically. If they encounter a final URL with a very complex website design and technical problems, it is inevitable that users will bounce. Therefore, you need to optimize the final URL page technically and visually.

Best practices for optimizing the Google Ads final URL

We're sure you understand how important final URL pages are for both conversion and user experience. Now we will talk about a few important points to boost your performance. 🚀

Tips for improving the user experience with the final URL

1. Use a single landing page per ad group

The user experience will be boosted, and conversion opportunities will soar, by using a separate and suitable landing page for each ad group.

2.   Use relevant keywords

Include related keywords in the final URL to provide the user context and boost the ad's relevancy.

3.   Use a clear and concise URL structure

Use a logical structure, refrain from utilizing extra parameters, and keep the final URL simple to read and comprehend.

Strategies for accurately tracking conversions with the final URL

1. Utilize tracking parameters

To collect information about your advertising efforts and improve their effectiveness, use tracking parameters. This can incorporate utm parameters, which let you monitor the particular advertisement, campaign, and keyword that lead to a conversion.

2.   Use conversion tracking

You can use Google Ads to regularly track conversions from ads. However, if you are looking for a much simpler and faster tool in every sense, we invite you to heybooster! In the rest of the article, you will understand why heybooster is the number one data analysis tool with its speed and easy use that will make even formula racers jealous. 🏎️

3.   Test different variations

Test several versions of the final URL to see which succeeds, then make changes as necessary. This may entail experimenting with various tracking options or altering the URL's actual structure.

What is the difference between display URL and Final URL?

Display URL is the webpage address that appears with your advertisement. In other words, it is the URL that shows which website the users will be directed to in Google ads. On the other hand, the final URL in Google Ads is the URL that shows which page in the display URL the users will be directed to if they click on the ad.

metin içeren bir resimAçıklama otomatik olarak oluşturuldu

For example, when we look at the link in the image, the link we see is the display URL. In other words, it is the main link of the website to which you will be directed when you click on the ad. However, when we click on the ad, the page it redirects us to is the final URL.

How to get final URL report?

1.The first thing you need to do to find out if you are sending users to black holes is to register 😏

2.In the second step, click on the Integrations heading on the left and connect heybooster and data sources.

metin içeren bir resimAçıklama otomatik olarak oluşturuldu

3.   In the third step, click on Insight Categories and run the Revenue Growth Opportunities package.

4.   Then click "Low landing page relevance on paid campaigns" in the package.

metin içeren bir resimAçıklama otomatik olarak oluşturuldu

That's it! You have now detected the Final URL Google Ads campaigns that do not provide conversions. In this way, you can take action quickly and improve your performance.

By clicking on the Set a Notification option, you can be notified instantly when there is any change in the data.


As a result, the final URL Google Ads is the landing page that people are taken to when they click on the advertising. It's crucial for monitoring the ad's success and making sure people are taken to the right webpage on the website.

The final URL also affects the user experience since it should be related to the advertisement and offer a positive user experience to boost traffic and conversions. Additionally, Google's algorithms evaluate the ad's relevancy and quality using the final URL, which might impact how well the ad does in the auction.

Now, take the first step to the magical world of heybooster!


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