Glossary

Final URL

In Google Ads, the landing page people reach after clicking your ad. Its domain must match the display URL, and it may not redirect to another domain, which is why affiliate links do not belong in this field.

Also called: landing page URL, destination URL, website URL.

Tracking is kept out of the final URL on purpose. Parameters go in the final URL suffix, tracker calls go in the tracking template, and with parallel tracking, mandatory for Search, Shopping, Display, Video and Performance Max campaigns, the visitor goes straight to the final URL while measurement runs in the background. Meta's equivalent field is simply called the website URL.

For affiliates this is the field that breaks setups. A tracker campaign URL or a /go/ link here sends the visitor to a different domain, which is Destination mismatch. The merchant's own page here is direct linking, which programs like Etsy forbid in paid search, and Google's Unfair advantage policy treats advertising against program rules as a violation. What survives is a page on your own site with real content, with the swappable link behind its buttons.