Your Google Ads clicks reach your landing page without the utm_ values from your Final URL suffix. A quick way to identify this case: the parameters Google itself appends after the redirect chain (gbraid, gad_source) still arrive, while the suffix utm_ values do not.
Why this happens. Google Ads resolves tracking templates and Final URL suffixes most-specific-first: keyword, then ad, then ad group, then campaign, and only last the account level. A tracking template set at the campaign level (for example, one inserted automatically by HubSpot’s Ads integration) overrides your account-level settings. When a tracking template is present, the click is routed through it first, and your Final URL suffix only reaches the landing page if the template passes the landing page through the {lpurl} parameter. If the template does not include {lpurl}, the suffix parameters are dropped in that hop.
What to do.
- Open the campaign’s URL options in Campaign settings, Campaign URL options.
- Check whether a tracking template is set there and whether it includes {lpurl}.
- If the template is missing {lpurl}, fix it in the tool that owns the template (for example, HubSpot) rather than deleting the template, since other reporting may depend on it.
- When you re-test attribution, use a fresh incognito window and new booking dates, since first-touch attribution holds onto the first campaign a browser saw.