Each saved ad keeps the destination URL captured with it. Opening the ad breaks that URL into parts so you can see where it leads and how it is tagged.
The destination breakdown
- Landing page: the page the URL points to, without tracking parameters.
- Source, Medium, Campaign, Content / variant and Term label: the UTM values in the URL, in their original case.
- Missing means the parameter is absent. Empty value means it was present with no value.
- Click identifiers in this URL: identifiers such as gclid or msclkid, when present.
- Other parameters & original URL: everything else, including the full URL as captured.
UTM values are labels chosen by the advertiser. utm_term is not proof of the keyword they bought, and missing UTM tags do not mean an ad is untracked. Redirects are not followed, so hops that are not written in the URL are not shown.
Ad assets
The Ad assets column lists the extras shown with the ad when we saw it: sitelinks as a short list, and a phone number, promotion, price or image as small labels. Google ads also show whether they were at the top or bottom of the page.
- Google results report sitelinks, phone numbers, promotions, whether an image showed, and top or bottom placement. Bing results report sitelinks, extra description rows and prices.
- None shown means the ad was saved with its assets and had none. Not captured means the ad was saved before assets were recorded, or came from an imported study: it does not mean the ad had none.
- The images themselves are not stored. Assets appear in table exports, evidence packs and the API.