How to Track Google Ads with UTM Parameters

Why Add UTM Parameters to Google Ads (Despite Auto-Tagging)

Google Ads offers auto-tagging—a feature that automatically appends a gclid (Google Click Identifier) parameter to your destination URLs. This tracks clicks seamlessly in Google Analytics.

So why bother with manual UTM parameters?

5 Reasons to Use UTM Parameters with Google Ads

1. Cross-Platform Consistency: If you're running campaigns on Google Ads, Facebook Ads, LinkedIn, and email simultaneously, UTM parameters let you track all channels using the same naming convention. Auto-tagging only works for Google properties.
2. Legacy Analytics Platforms: Some third-party analytics tools (like HubSpot, Salesforce, or custom dashboards) don't parse gclid automatically. UTM parameters ensure these platforms can track your Google Ads traffic.
3. Campaign-Level Granularity: While gclid tracks individual clicks, UTM parameters let you create custom campaign identifiers (like utm_campaign=q4_black_friday_sale) that align with your internal reporting structure.
4. A/B Testing and Ad Variations: Using utm_content allows you to differentiate between ad variations, landing pages, or audience segments within the same campaign.
5. Data Ownership: UTM parameters give you full control over your tracking data. If Google changes how gclid works, your historical UTM data remains unaffected.

How to Create Google Ads UTM Links

Creating UTM-tagged links for Google Ads involves two approaches:

Method 1: Using the Google Ads URL Options Field

Google Ads provides a dedicated field for adding tracking parameters to your final URLs without manually editing each destination URL.

Step-by-step:

1. Log into your Google Ads account
2. Navigate to the campaign or ad group you want to track
3. Click on Settings → Campaign URL options
4. In the Tracking template field, add: {lpurl}?utm_source=google&utm_medium=cpc&utm_campaign={campaignid}&utm_content={adgroupid}
5. Click Save

This method uses ValueTrack parameters (like {campaignid} and {adgroupid}) that Google Ads automatically replaces with actual values when someone clicks your ad.

Method 2: Adding UTM Parameters to Final URLs

Alternatively, you can add UTM parameters directly to each Final URL in your ads:

1. Go to your ad in Google Ads
2. Edit the Final URL field
3. Append UTM parameters manually: https://example.com/landing-page?utm_source=google&utm_medium=cpc&utm_campaign=spring_sale

⚠️ Warning: This method requires updating each ad individually. For large campaigns, use Method 1 or our Bulk UTM Builder.

Using Our UTM Generator for Google Ads

Our Google UTM Generator simplifies creating perfectly formatted tracking URLs for Google Ads campaigns.

Quick Start Guide

1. Enter Your Landing Page URL:
   In the "Website URL" field, paste your Google Ads destination URL (e.g., https://example.com/product)
2. Fill in UTM Parameters:
   • Campaign Source: google
   • Campaign Medium: cpc
   • Campaign Name: spring_sale_2024 (use your campaign identifier)
3. Add Optional Parameters:
   • Campaign Term: running_shoes (your target keyword)
   • Campaign Content: text_ad_variant_a (to differentiate ad variations)
4. Copy Your Link:
   The tool generates your complete UTM-tagged URL instantly. Copy it and paste it into Google Ads.

Google Ads UTM Naming Conventions

Consistent naming conventions are critical for clean, analyzable data in Google Analytics. Here's the framework we recommend:

Standard Google Ads UTM Structure

Parameter	Value for Google Ads	Example
utm_source	Always google	google
utm_medium	Always cpc (cost-per-click)	cpc
utm_campaign	Campaign identifier (lowercase, underscores)	summer_sale_2024
utm_term	Target keyword or match type	blue_running_shoes
utm_content	Ad variation or audience segment	responsive_ad_v2

Naming Convention Best Practices

• ✅ Use lowercase: google not Google (Analytics is case-sensitive)
• ✅ Use underscores, not spaces: spring_sale not spring sale
• ✅ Be descriptive but concise: q1_shoe_promo not q1_2024_running_shoes_promotion_campaign
• ✅ Include time periods: 2024_q1 or jan_2024 helps you analyze performance over time
• ✅ Document your system: Create a naming convention guide your whole team follows

Advanced: Using ValueTrack Parameters

Google Ads' ValueTrack parameters auto-populate with campaign data. Combine them with UTM parameters for dynamic tracking:

?utm_source=google&utm_medium=cpc&utm_campaign={campaignid}&utm_term={keyword}&utm_content={creative}

When someone clicks your ad, Google automatically replaces these placeholders with actual values:

• {campaignid} → Your campaign ID
• {keyword} → The search term that triggered your ad
• {creative} → Your ad ID
• {placement} → Where your ad appeared
• {device} → Device type (mobile, tablet, desktop)

Tracking Google Ads in GA4

Once you've added UTM parameters to your Google Ads campaigns, here's how to track and analyze the data in Google Analytics 4.

Where to Find Google Ads UTM Data in GA4

1. Traffic Acquisition Report:
   Navigate to Reports → Acquisition → Traffic Acquisition
   Look for the dimension "Session source/medium" — your Google Ads traffic will appear as google / cpc
   [Screenshot 2: GA4 Traffic Acquisition Report showing google/cpc]
2. Campaign Report:
   Go to Reports → Acquisition → Campaigns
   This shows all your utm_campaign values in one place
   [Screenshot 3: GA4 Campaigns Report]
3. Real-Time Report:
   Navigate to Reports → Realtime
   Test your UTM links by clicking them and watching traffic appear within seconds

Creating a Custom Google Ads Report in GA4

Build a dedicated report that shows all your Google Ads metrics in one view:

1. Go to Explore → Create a new exploration
2. Select Free Form template
3. Add these dimensions:
   • Session source
   • Session medium
   • Session campaign name
   • Session manual term (utm_term)
   • Session manual content (utm_content)
4. Add these metrics:
   • Sessions
   • Engaged sessions
   • Conversions
   • Total revenue
5. Apply a filter: Session source = google AND Session medium = cpc

Linking Google Ads to GA4

For the most comprehensive tracking, link your Google Ads account directly to GA4:

1. In GA4, go to Admin → Property Settings → Google Ads Links
2. Click Link and select your Google Ads account
3. Enable these features:
   • Personalized advertising
   • Auto-tagging
   • Import site metrics (sends GA4 engagement data back to Google Ads)

This integration gives you access to Google Ads cost data directly in GA4, allowing you to calculate ROI without exporting data.

Troubleshooting Common Issues

Problem 1: UTM Data Not Showing in GA4

Possible causes and fixes:

• You tested with your own clicks: Use Incognito mode and different devices to avoid overwriting your session source
• GA4 tracking code isn't installed: Verify using Google Tag Assistant
• Redirect strips parameters: Some server redirects or security plugins remove query parameters. Test your full URL in a browser
• Looking in the wrong place: In GA4, check Reports → Acquisition → Traffic Acquisition (not User Acquisition)

Problem 2: Duplicate or Inconsistent Campaign Names

If you see Spring_Sale, spring_sale, and spring-sale as separate campaigns, your naming convention needs enforcement.

Solution: Create a documented naming convention and use our Bulk UTM Builder with preset templates to ensure consistency.

Problem 3: UTM Parameters Overwriting Organic Traffic

Clicking your own UTM-tagged links can overwrite your original traffic source (e.g., turning "Organic Search" into "google / cpc").

Solution: Never click your own tracking links from the same browser session. Use:

• Incognito/private browsing for testing
• Different browsers
• Mobile devices
• URL preview tools instead of clicking

Problem 4: Auto-Tagging and Manual Tagging Conflicts

By default, if both gclid (auto-tagging) and UTM parameters are present, Google Analytics uses gclid and ignores your manual UTM values.

Solution: In Google Ads, go to Settings → Account Settings and enable:

"Allow manual tagging (UTM values) to override auto-tagging (GCLID values)"

Case Study: E-commerce Store Google Ads Tracking

Let's walk through a real-world example of how an e-commerce store selling running shoes implemented Google Ads UTM tracking.

The Challenge

SoleSpeed Shoes was running 5 Google Ads campaigns simultaneously:

• Brand keywords (e.g., "SoleSpeed running shoes")
• Generic keywords (e.g., "best running shoes 2024")
• Competitor keywords (e.g., "Nike alternatives")
• Google Shopping ads
• Remarketing to past visitors

They were using Google's auto-tagging, but couldn't easily differentiate performance between these campaign types in their third-party CRM system.

The Solution

SoleSpeed implemented this UTM structure:

Campaign Type	utm_campaign	utm_content
Brand Keywords	2024_q1_brand	text_ad
Generic Keywords	2024_q1_generic	text_ad
Competitor Keywords	2024_q1_competitor	text_ad
Shopping Ads	2024_q1_shopping	product_feed
Remarketing	2024_q1_remarketing	display_ad

The Results

After 3 months of implementation:

• ✅ CRM now accurately attributes revenue to specific Google Ads campaign types
• ✅ Discovered that competitor keywords had 40% lower ROI than generic keywords
• ✅ Shifted budget from competitor campaigns to high-performing generic keywords
• ✅ Overall Google Ads ROAS improved from 3.2x to 4.7x
• ✅ Marketing team alignment improved with consistent naming across all platforms

Key Takeaway

Even when auto-tagging works perfectly, manual UTM parameters give you control over how campaigns are categorized in your analytics. This case study shows how strategic UTM implementation can directly impact business decisions and ROI.

Conclusion: Master Google Ads UTM Tracking

Adding UTM parameters to Google Ads campaigns isn't about replacing auto-tagging—it's about enhancing it. With manual UTM codes, you gain:

• Cross-platform consistency
• Custom campaign identifiers aligned with your business goals
• Compatibility with third-party tools
• Granular tracking for A/B tests and audience segments

The key to success is establishing a clear, documented naming convention and using tools (like our free UTM generator) to maintain consistency across thousands of ads.

Related Resources

• 📝 UTM Naming Convention Best Practices (2024)
• 🔍 Google Analytics 4 UTM Tracking Guide
• ⚡ Bulk UTM Builder — Generate hundreds of links at once
• 📊 ROI Calculator — Measure campaign profitability