Google Ads UTM parameters are tags added to URLs to track and measure how well your ads perform in tools like Google Analytics.
They show where your traffic comes from, how users interact with ads and they help measure the effectiveness of campaigns, keywords, and ad groups.
This enables you to improve your marketing strategy using insights based on data.
Google Ads UTM Parameters and how to use them?
Google Ads UTM parameters help you monitor how your ads are performing in Google Analytics. Here’s how to use them effectively:
1. Understand the Main UTM Parameters
Here are the most common UTM parameters:
| Parameter | Description |
| utm_source | Shows the origin of the traffic (e.g., google, facebook, email). |
| utm_medium | Specifies the medium (e.g., cpc, social, email). |
| utm_campaign | Names the campaign (e.g., summer_sale, brand_awareness). |
| utm_term | Identifies keywords (used for paid search campaigns). |
| utm_content | Differentiates ads in the same campaign (e.g., ad1, ad2, blue_button). |
Build URLs with UTM Parameters
You can manually add UTM parameters to your URLs or use tools like Google’s Campaign URL Builder:
Example URL:
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https://example.com/?utm_source=google&utm_medium=cpc&utm_campaign=spring_sale&utm_term=shoes&utm_content=text_ad
Add UTM Tags to Your Google Ads
In Google Ads:
- Go to your campaign settings.
- Enable Tracking under “Additional Settings.”
- Add your custom UTM parameters to the Final URL or Tracking Template field.
Use Auto-Tagging for Google Ads
Google Ads automatically adds tracking parameters (like GCLID) when auto-tagging is enabled. To integrate custom UTM parameters with auto-tagging:
Use a Tracking Template:
{lpurl}?utm_source=google&utm_medium=cpc&utm_campaign={campaignid}&utm_term={keyword}&utm_content={creative}
- Replace {campaignid}, {keyword}, and {creative} with dynamic Google Ads parameters.
Analyze the Data in Google Analytics
- Open Google Analytics.
- Navigate to Acquisition > Campaigns.
- Filter by UTM parameters like utm_campaign or utm_medium to evaluate ad performance.
Best Practices
- Be consistent with parameter naming conventions.
- Use descriptive and easy-to-understand names (e.g., avoid random numbers or abbreviations).
- Check your performance in Google Analytics regularly and adjust your campaigns based on the data.
How to create a UTM link for your campaign?
Using URL Builder in Google Ads
- Step 1:”Access your Google Ads account and locate the campaign or ad group where you plan to include UTM parameters.”
- Step 2: Under “Final URL” in the ad setup, add UTM parameters manually, or use a URL builder tool to generate the UTM code.
- Step 3: Use the “Tracking Template” field in Google Ads to apply UTM parameters to all ads in the campaign.
Example Tracking Template: {lpurl}?utm_source=google&utm_medium=cpc&utm_campaign={campaignid}&utm_term={keyword}&utm_content={adgroupid}
Use Dynamic Variables
Google Ads supports dynamic variables that automatically populate your UTM parameters:
- {lpurl}: Final URL of the ad.
- {campaignid}: Unique identifier for the campaign.
- {keyword}: The keyword that triggered the ad.
- {adgroupid}: Unique identifier for the ad group.
Using dynamic variables allows you to automate the tracking for all ads within a campaign.
Tracking UTM Parameters in Google Analytics
Once UTM parameters are configured in Google Ads, you can track them using Google Analytics.
Go to Acquisition > Campaigns > All Campaigns in Analytics to see the performance of each campaign, ad group, or keyword.
Automation
You can automate UTM parameter creation using Google Ads scripts or third-party tools. Then you can apply the parameters to all your ads at once.
About Google Ads ValueTrack Parameters
ValueTrack Parameters are dynamic tracking tags used in Google Ads to collect detailed data about ad clicks automatically.
They are similar to UTM parameters but offer additional, more granular insights, such as the device type, match type, location, and ad placement.
These parameters dynamically insert values based on user interactions, helping you monitor and analyze ad performance without manual input.
Common ValueTrack Parameters
| Parameter | Description |
| {lpurl} | Landing page URL of your ad. |
| {campaignid} | Unique ID of the campaign. |
| {adgroupid} | Unique ID of the ad group. |
| {creative} | Unique ID of the ad creative. |
| {keyword} | The keyword triggering the ad. |
| {matchtype} | The keyword match type (e.g., broad, phrase, exact). |
| {device} | The device type (m for mobile, t for tablet, c for computer). |
| {placement} | For display campaigns, shows the site/app where the ad was shown. |
| {loc_physical_ms} | The physical location ID of the user. |
| {loc_interest_ms} | The location of interest ID, if applicable. |
Using the Tracking Template
The Tracking Template is where ValueTrack parameters are configured. It allows you to append these dynamic parameters to your ad’s URL for tracking purposes. Here’s how to set it up:
- Go to Google Ads.
- Open your campaign or ad group settings.
- Add a Tracking Template:
In the tracking section, input your template. For example:
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{lpurl}?utm_source=google&utm_medium=cpc&utm_campaign={campaignid}&device={device}&matchtype={matchtype} - Dynamic URL Parameters:
The {lpurl} ensures the landing page URL is preserved, while other parameters dynamically insert campaign, device, and keyword data. - Test the Template:
Use the “Test” button in Google Ads to ensure the tracking template works as expected.
Benefits of ValueTrack Parameters
- Automates detailed tracking for campaigns.
- Provides granular insights (e.g., device, location, keyword).
- Helps optimize ad performance by identifying trends and user behavior.
Conclusion:
As you have learned from the article, Google Ads UTM parameters can gain you valuable insights into your campaigns, track performance across different sources and mediums, and make informed decisions to optimize your marketing efforts.
With proper implementation and analysis, UTM parameters help ensure every click counts toward achieving your business goals.
Most Asked Questions:
What are the UTM parameters in Google Ads?
UTM parameters in Google Ads are tracking tags added to your ad URLs to measure the performance of campaigns in tools like Google Analytics. The main UTM parameters include:
- utm_source (e.g., Google)
- utm_medium (e.g., CPC)
- utm_campaign (e.g., Summer_Sale)
- utm_term (e.g., specific keywords)
- utm_content (e.g., ad variations).
What are the 9 types of Google Ads?
The 9 types of Google Ads are:
- Search Ads (text-based ads on Google search results).
- Display Ads (Banner or image ads on websites).
- Shopping Ads (product ads on Google Shopping).
- Video Ads (ads shown on YouTube).
- App Ads (ads promoting apps across platforms).
- Performance Max Ads (all-in-one campaigns across all Google networks).
- Local Ads (ads for driving store visits).
- Smart Campaigns (automated ads for small businesses).
What are the parameters of UTM?
The five main UTM parameters are:
- utm_source: Identifies the traffic source (e.g., Google, Facebook).
- utm_medium: Specifies the marketing medium (e.g., CPC, email).
- utm_campaign: Names the campaign (e.g., Spring_Sale).
- utm_term: Tracks keywords used in search ads.
- utm_content: Differentiates similar ads in a campaign (e.g., banner or text ad).
What is the default UTM for Google Ads?
The default UTM for Google Ads is auto-tagging, which uses the GCLID (Google Click Identifier) parameter.
When activated, it automatically tracks the performance of your ads in Google Analytics. However, you can customize UTM parameters for more specific tracking if needed.
