What is the ads redirect in Merchant Center?
WeAdU · Updated 5 October 2026
In Merchant Center, the ads redirect attribute `[ads_redirect]` is the address that opens when someone clicks a Shopping ad. It can carry tracking parameters for Shopping ad clicks.
What it isn't
The link `[link]` is still the product page address on desktop, and on mobile too when there's no mobile link. When you send a mobile link, it serves mobile traffic. In the feed, the ads redirect doesn't replace the link. It adds a destination for paid Shopping clicks. A free listing still uses the link or the mobile link.
Figures from our homepage
Copied word for word from https://weadu.com/ on 4 November 2026.
| Block | Exact text |
|---|---|
| Clients | 70% of clients see a higher ROAS after we restructure their accounts |
| Scope | 14 of 20 clients, over 12 months |
| Spend | $32M+ ad spend managed |
| Sales | $241M+ in sales generated |
| Tracking | $132M+ tracked in Google Ads |
| Conversions | 5.3M+ conversions |
| Duration | 24+ years (2002) |
What Google's help page says
The help pages, read on 4 November 2026, make the attribute optional. When it's set, a Shopping click goes to this URL instead of the link or the mobile link. Its registered domain must match the link's domain, and the mobile link's domain if there is one, so parallel tracking stays reliable.
Once parameters are filled in, the address must lead to the same content as the link or the mobile link. ValueTrack parameters are accepted here, not in the link or the mobile link. The help also recommends a tracking template in Google Ads rather than hard-coding parameters in this URL. We don't copy the help page's length limit here. This page doesn't present that choice as a WeAdU setting.
In a multi-brand file
Each row can have its own redirect when tracking differs by SKU or by brand. Tracking doesn't belong in the title, the description or the price. The free listing entry, already published, covers the unpaid placement. The link entry, linked below, covers the product's reference address.
Where we describe catalogue work
From the Automate step on our homepage, read on 5 October 2026: "Daily product classification, custom label updates, and feed maintenance." Our article on Performance Max structure, linked below, is the source for catalogue work.
What the WeAdU audit covers
From our homepage, read on 5 October 2026: "The free audit covers Google Ads only." This page gives no Google Ads account figures.
Help pages
Merchant Center help pages read on 4 November 2026.