ReferenceGoogle Ads disapproval
Click tracker
A click tracker in the tracking template can disapprove an ad three ways: a destination mismatch, an unsupported tracker, or a template that cannot be read. Compare the tracker's destination with the final URL, confirm every tracker is certified, and remove IP addresses or tel links from the template. Save the change, then appeal in Policy manager if the disapproval stays.
At a glance
- Where it shows
- The Status column on the Ads & assets page, as Disapproved. Hover over the status for the message.
- What stops
- The ad stops serving until the tracker and the final URL agree and the tracker is certified.
- How serious
- Moderate. The tracking template can be set above the ad, so one wrong setting can affect more than one ad.
What it means
Google Ads sends each click through the tracking template before it reaches the final URL. A click tracker is a third-party service in that chain. Google requires each tracker to be on its certified list, and it requires the tracker's destination to match the final URL. The page names three messages: Click tracker - Destination mismatch, Click tracker - Unsupported and Click tracker - Unparseable tracking template.
The three messages need different fixes. A mismatch is about where the click goes. An unsupported message is about which tracker is used. An unparseable template is about the characters or the address in the template.
What actually triggers it
The tracker's destination differs from the final URL
The destination the tracker declares does not match the final URL, or a redirect in the chain passes the click through a tracker that is not certified. This is the case behind the destination mismatch message.
A tracker set above the ad
Google says an ad can be disapproved even when the click tracker is configured somewhere else, such as at campaign level. A template on the account, campaign, ad group or keyword applies to the ad, so an ad whose own fields look clean can still carry the faulty tracker.
A tracker that is not on the certified list
The page says a non-certified click tracking service may disapprove ads. This is the case behind the unsupported message.
An IP address or tel link declared as the tracker's address
The page says IP addresses, such as 12.34.45.56, and deep links such as tel:// are not supported. This is the case behind the unparseable template message.
Fix it in this order
- Open Campaigns, then Ads, and read the status of each disapproved ad or asset. Hover over the status for the message.
- For a mismatch, compare the final URL with the tracking template and any redirect in the chain. Make them point to the same intended destination. Read the tracking template at the account, campaign, ad group, ad and keyword levels, since any of them can apply. Confirm that every tracker in the chain is certified, and nest a second tracker only when both are certified.
- For an unsupported tracker, choose one route: remove the click tracker and use a landing page tracking pixel, switch to a certified tracker from the approved list, or ask the provider to submit itself for certification.
- For an unparseable template, remove the special characters that block the declared URL, and make sure the tracker declares a webpage rather than an IP address or deep link.
- Save the change. If the disapproval stays after the review, appeal in Policy manager, in the Tools menu, on the Policy issues tab.
If the provider has since been certified, resubmit the ads. Ads are reviewed again when changes are saved.
When to appeal
Choose Made changes to comply with policy after a real change to the tracker or the template, then select Submit.
Choose Dispute decision only when the tracker is correct and the message is wrong, then select Submit.
Often confused with
Its own status, on its own page. This page covers the click tracker messages, which name a third-party tracker in the chain.