Google AdWords has recently implemented a new feature that they are calling, “Upgraded URLs.” The point of the feature is to make it faster and easier to manage and track all your information concerning every click that is placed on one of your advertisements. There will be several great benefits for marketers and advertisers who begin using this system.
First, it will not be necessary to manage URL tracking updates nearly as often. Next, the crawl and load times on your site should be reduced significantly. Finally, the new ValueTrack parameters within the URL will allow you to have access to some very important information concerning your ads, without relying on third party data or user interaction.
If you look at the way the URLs are displayed and compare the new system with the old, you’ll notice a couple of main differences. In the old system, the ‘destination URL’ had the main web address (example.com) and then a tracking portion (/tracking=1234). So, when combined the actual URL customers were directed to may look like this: example.com/tracking=1234.
With the new system, you enter actual landing pages and tracking information separately into your AdWords campaign. This will allow the system to better track different activities, and will also make it easier when setting up new ad campaigns as you won’t have to worry so much about getting everything right. You can see what a landing page URL may look like in the new system here:
Another perk of the new system is that you can use tracking templates across many different campaigns. This can be very helpful for things like split testing and gathering information across multiple campaigns with more accuracy. You’ll also be able to add in custom parameters that you want monitored, which is important for improving the usefulness of the data that is being collected in your tracking.
The updated system is rolling out incrementally this week, and should be available to everyone shortly. It is currently optional, but as of July 1st, 2015 it will be automatically added to all AdWords accounts, so it is best to start taking advantage of it now.