Google Ads has introduced a new URL parameter called ‘gad_source’ to improve how it tracks conversions. However, this change raises concerns about user privacy. Google’s constant push for more detailed data often ignores user consent and privacy, which could have ethical implications for online advertising.
What is the ‘gad_source’ Parameter?
The ‘gad_source’ parameter is automatically added to all Google Ads URLs and cannot be customized. This parameter helps Google identify where an ad click came from, but its mandatory nature shows Google’s disregard for user privacy. By forcing all advertisers and users to use this invasive tracking method, Google raises ethical concerns regarding data privacy.
How Does ‘gad_source’ Work?
When someone clicks on a Google ad, the ‘&gad_source’ parameter is added to the end of the final URL. For example, if your URL is ‘example.com/foo?a=b’, it will change to ‘example.com/foo?a=b&gad_source=1#xyz’. This parameter is necessary for Google Ads and Analytics tags to function correctly and must appear before any fragments (parts of the URL following a ‘#’).
Special Considerations and Testing
Some websites might not accept random URL parameters and could display error pages when ‘gad_source’ is added. You should check with a webmaster or test this by adding ‘&gad_source’ to your landing page URL to see if it still loads properly without errors.
Implementation and Case Sensitivity
The ‘gad_source’ parameter should always be placed after any other URL parameters but before any fragments. It is case-sensitive, meaning it must be used exactly as it is without any changes in capitalization. The correct format for a URL with this parameter would be ‘example.com/foo?a=b&gad_source=1#xyz’.
Key Takeaways
- The ‘gad_source’ parameter is a new feature in Google Ads URLs to enhance conversion tracking.
- It’s automatically added and cannot be changed by advertisers.
- Websites need to support this parameter for accurate tracking to work.
- The parameter is case-sensitive and must be consistent across all pages.
While the ‘gad_source’ parameter can help advertisers better optimize their campaigns, it also raises privacy concerns because it emphasizes data collection over user privacy. Advertisers and webmasters should understand how this parameter works and consider the ethical implications of using a tracking system that could further invade user privacy.
