Understanding the New URL Parameter in Google Search: What Does ?zx=…&no_sw_cr=1 Mean?
In recent days, many users have reported observing a new pattern in the URL when accessing Google’s homepage. Specifically, the URL automatically appends parameters such as ?zx=[13-digit string]&no_sw_cr=1. This change has sparked curiosity and concern among privacy-conscious users and tech experts alike. In this article, we’ll explore what this development entails, why it might be happening, and what users should be aware of.
The Observation
On August 6, 2025, a number of users noticed that navigating to Google.com results in the URL changing from the familiar simple domain to a more complex string:
https://www.google.com/?zx=[13-digit string]&no_sw_cr=1
This change appears consistent across various browsers on Windows 10, including Firefox and Chrome, provided users are logged into their Google accounts. Interestingly, in private/incognito browsing sessions or when using browsers like LibreWolf (where no Google account is logged in), this additional parameter does not appear.
The User Experience
A typical scenario involves opening Google’s homepage on browsers where the user is signed in, and seeing the URL automatically redirect to the version with these parameters appended. Many find this unexpected and are keen to understand its purpose, especially those who prioritize their online privacy.
Investigating the Parameters
Let’s break down the components:
zxparameter: This appears to be a string of 13 numbers, possibly an identifier or timestamp. Similar parameters have historically been used for session tracking or fingerprinting.no_sw_cr=1parameter: This appears to be a flag, but its exact purpose remains unclear. It could relate to site behavior, cookie suppression, or specific feature toggles.
Privacy and Browser Considerations
The user who reported this noted that they use privacy tools such as uBlock Origin and Privacy Badger, which are generally effective at blocking tracking scripts. Despite this, the parameters still appear when logged into Google, suggesting that the modification might be server-initiated or linked to user account activity rather than browser extensions.
The fact that these parameters don’t appear in private browsing modes could indicate that login status influences the URL structure. Additionally, the presence of a VPN (Proton VPN, in this case) does not seem to prevent this change
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