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    When doing a Split URL test, one crucial consideration is how URL parameters are handled in that split URL or redirect test.

    Capability to Preserve Query String Parameters: 

    Explore is equipped to retain query string parameters during split URL testing. 

    This means that parameters appended to the original URL will carry over to the redirected variant, facilitating accurate testing scenarios.

    Explore will retain query string parameters, such as gclid, fbclid and utm parameters, during split URL testing. 

    This ensures that tracking data crucial for analyzing campaign performance remains intact throughout the testing process.

    Configuration Best Practices: 

    When configuring experiments in Explore, it’s recommended to use rules like “URL Starts With” or “URL Contains” instead of “URL is.” 

    This ensures that experiments apply consistently, even when dynamic parameters like gclid, fbclid, and utm are present in the URL and there are changing parameters in the query string.

    Merge of Query String Parameters: 

    Explore intelligently merges the query string parameters from both the target URL (the destination of the redirect) and the origin URL (the initial URL being tested). This ensures that the user lands on the correct page with all relevant parameters intact.

    This also means that the important tracking parameters like gclid, fbclid, and utm are carried over accurately to the variant pages, preserving data integrity.

    Example Scenario:

    Explore will merge the query string parameters of the target URL and the origin URL. 

    For example: the experiment is set up to redirect from URLs that start with: to:

    If the origin URL is: then the URL where the user will land will be:

    Another example would be, if your experiment redirects URLs containing Google Ads tracking parameters (gclid) from to a variant page, Explore ensures that the gclid parameter is preserved in the redirected URL, maintaining the continuity of tracking data.


    Understanding how URL parameters, are managed in split URL / redirect tests is crucial for maintaining data integrity and deriving actionable insights from experimentation. 

    With Explore’s capability to preserve query string parameters and intelligently merge them, you can confidently conduct tests while ensuring accurate results.

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