Destination URL

What Destination URL means

The destination URL is the web address users reach after clicking an ad. All platforms review destination URLs as part of the ad approval process, and mismatches between ad content and destination content are a primary cause of ad rejection. Platform requirements typically include: the destination must be functional (no 404 errors, no under-construction pages), content must match the ad's promises, the domain must be owned or authorized by the advertiser, no automatic downloads or malware, pop-ups must not prevent users from leaving, and a privacy policy must be accessible. Google additionally evaluates landing page experience as part of Quality Score. Some platforms restrict certain destination types — bridge pages, parking pages, and redirect chains may be prohibited. Regular monitoring of destination URLs is important as landing page changes after ad approval can trigger retroactive rejection.