A tracking URL is a special URL or Uniform Resource Locator that is used to track certain elements when a link is clicked on. Tracking URLs are most frequently used in paid advertising, to learn where clicks on links are coming from, conversion rates from visitors to customers, and other aspects of pay per click advertising that can be adjusted to draw and cultivate the desired results of a paid inclusion campaign. A tracking URL is generally a unique or specially designed to track the elements of a paid campaign, and can trace a number of different elements which can include:

The search engine where the visitor clicked on the tracked link
What keywords were used in the search query that ended with the visitor clicking on the link
What match type was triggered by the search query

The tracking URL can connect strings to all of these elements, or just one or two, depending on what the tracking URL is being used for. Tracking URLs are important to search engine optimization research, as well as basic marketing research for the companies involved in paid inclusion. It is a way to discover if the money being spent on paid inclusion is working, and an indicator of how the campaign should be adjusted for the most potential. For example, a tracking URL may indicate that one search engine requires a longer period of paid inclusion, while another website may be ranking the web page well on its own. This can make it easier for companies to make marketing decisions and to promote the web page in a better way.

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