What is Google Ads' final URL suffix

The final URL suffix is a Google Ads setting that adds tracking parameters to the end of your landing page URL when someone clicks your ad. The page itself doesn't change: the parameters just travel with the click, so tools like ClickGuard can read where it came from.

For example, if your final URL is https://example.com/pricing, a click lands on https://example.com/pricing?cid=123&kw=click+fraud.

How ClickGuard uses it

ClickGuard adds its own parameters to your final URL suffix. Google Ads fills them in on every click with details like the campaign, ad group, ad, keyword, network, device and placement. That's how ClickGuard traces which campaigns, ad groups and keywords are driving bad traffic, so exclusions are made in the right place.

ClickGuard's suffix looks like this:

tm=tc&ap=gads&aaid={aaid}&cid={campaignid}&agid={adgroupid}&aid={creative}&kid={targetid}&kw={keyword}&nw={network}&dv={device}&mt={matchtype}&pl={placement}

The values in curly brackets are ValueTrack parameters: Google Ads replaces each one with the real value when someone clicks.

Account, campaign, ad group and ad level

You can set a final URL suffix on your account, a campaign, an ad group or an individual ad. Google Ads uses the most specific one: a suffix on a campaign replaces the account's for that campaign, and one on an ad group replaces the campaign's.

That's why ClickGuard sets it up at more than one level when you connect a Google Ads account:

• Account: ClickGuard adds its parameters automatically.
• Campaigns with their own suffix: ClickGuard adds its parameters to the end of what they already have, so nothing is removed.
• Ad groups and ads: ClickGuard doesn't change these. If any of them have their own suffix, copy ClickGuard's parameters to the end of it, or ClickGuard can't analyze their clicks.

See How to add more ad accounts for the full setup.

Final URL suffix vs tracking template

Both settings help track ad clicks. The final URL suffix only adds parameters to the end of the URL, while the tracking template tells Google Ads how to build the whole ad URL. ClickGuard needs at least one of them, but using both gives the most accurate click fraud detection.