While Google Ads disapproval happens for various reasons, one common disapproval reason is “destination mismatch”.
A “destination mismatch” happens when the display URL and landing page are different.
“Google requires ads to accurately reflect which app or website the user is being directed to when they click on the ad.”
You must follow Google Ads policy guidelines to ensure your ads get served without interruptions.
Let’s talk about the destination mismatch in detail.
Case 1: Completely different domain mismatch
This happens when your display URL has one domain but the actual URL where the user gets redirected is different.
Example:
Display URL: google.com
Landing URL: youtube.com
This is a clear mismatch and your ads will get disapproved. Make sure both are the same to ensure users don’t get misled.
Case 2: Domain and sub-domain mismatch
This is another common domain mismatch scenario where the display and the actual URL may have the main domain vs the sub-doming.
Example:
Display URL tradeonline.com
Landing URL: listings.tradeonline.com
If you have product listings for your users to view on your sub-domain then you must display the same subdomain in the ad and take users to the same subdomain.
Case 2: The landing page redirects to a separate domain
Though you may have the display and the actual URL to be the same when the user clicks on the ad the landing URL redirects to a different domain.
Example:
Display URL: example.com
Landing URL: example.com >> Redirects >> example1.com
This is a complete mismatch and it will result in ads disapproval.
Case 4: URL shortener domain mismatch
Avoid unnecessary tracking using URL shortener, it can mislead users as the destination of a shortened URL can be changed.
Example:
Display URL: ebay.com/abc-store
Landing URLL: bit.ly/abc-store
This will lead to a clear domain mismatch and it will result in a disapproved destination mismatch.
Case 5: Tracking parameter domain mismatch error
“A tracking parameter in the final URL can cause a destination mismatch if there is no {ignore} inserted before the tracking parameter. If you use tracking in your final URL, including a dynamic ID from a third-party tracking system, you need to include {ignore} before the tracking parameter in your final URL.” Learn more: https://support.google.com/adspolicy/answer/6368661?hl=en
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FAQs
Why is my Google Ads campaign showing a ‘destination mismatch’ error?
You’ll get a destination mismatch error when your ad’s URL doesn’t match the page users land on. Google wants the URL you show and the final page to be the same. If they’re different, Google won’t approve your ad to keep things clear and trustworthy for users.
Can using HTTP instead of HTTPS cause a destination mismatch?
Google likes HTTPS better because it’s safer. If your ad shows an HTTP URL but your page uses HTTPS, Google might see this as a mismatch. Make sure both your ad and your page use the same secure way to connect.
How do URL redirects trigger a destination mismatch?
Redirects can mix up Google’s system. If your ad’s URL sends users to a different website or takes many steps to get to the final page, it might cause a mismatch. Keep your redirects simple or even better, don’t use them at all.
Are third-party tracking tools causing my destination mismatch?
Tracking tools from other companies, like UTM parameters, can sometimes change the URL you’re trying to reach. If these tracking codes mess with your URL in a way that Google doesn’t like, they might not approve your ad. Make sure you set up these tracking tools so they don’t mess with your final URL.
Can using URL shorteners like Bit.ly lead to destination mismatch errors?
Yes as discussed above, URL shorteners can cause problems because they often add extra steps or send you somewhere else first. Google might flag your ad if it can’t see where it’s going in the end. It’s better to use the full original URL in your ads to avoid this issue.
How can I prevent future destination mismatch errors in Google Ads?
Just make sure you use the display and the landing page URL as the same, and avoid doing experiments that you are unsure about.
