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.