Google Ads UTM: How to Add & Track UTM Parameters

Google Ads UTMs are tracking codes added to URLs, allowing advertisers to see exactly where traffic comes from and how users interact with their site. By using UTM tracking, businesses can improve attribution, optimise campaigns, and gain deeper insights into ad performance within Google Analytics.

Tracking ad performance is crucial for maximising Google Ads ROI, and UTM parameters make this process more precise.

In this guide, we’ll explain what UTM parameters are, how to add them to your Google Ads campaigns, and how to monitor performance effectively.

What Is a UTM in Google Ads?

UTM (Urchin Tracking Module) parameters are short pieces of text added to the end of a URL to track the effectiveness of marketing campaigns. In Google Ads, UTMs help advertisers measure which ads, keywords, and campaigns drive traffic and conversions.

A standard UTM structure consists of five key parameters:

• utm_source – Identifies the traffic source (e.g., Google, Facebook).
• utm_medium – Specifies the marketing channel (e.g., CPC, email).
• utm_campaign – Tracks the specific campaign name or promotion.
• utm_term – Identifies keywords for paid search campaigns.
• utm_content – Differentiates ad variations within the same campaign.

Without UTM tracking, businesses struggle to measure ad performance accurately in Google Analytics. Proper UTM tagging ensures precise attribution for your Google Ads campaigns and improves marketing ROI.

Need a refresher on essential Google Ads terms? Check out our Google Ads Glossary for more definitions.

Why Should You Use UTM Parameters in Google Ads?

Using UTM parameters in Google Ads offers several advantages:

Better Attribution

UTMs allow you to track which Google Ads campaigns, keywords, and creatives drive conversions, rather than relying solely on Google Ads data. This helps with budget allocation and campaign optimisation.

Improved Campaign Tracking

By adding UTM parameters to your ads, you can identify:

• Which campaigns drive the most valuable traffic.
• Which keywords result in the highest conversions.
• What ad variations perform best.

More Accurate Reporting

UTMs sync with Google Analytics, allowing advertisers to track user behaviour beyond Google Ads. This provides granular insights into how users interact with your website post-click.

How to Add UTM Parameters in Google Ads

UTMs can be added manually or automatically using Google’s Final URL Suffix feature.

Manual UTM Tagging

1. Open your Google Ads account.
2. Go to Campaigns → Ads
3. Select an ad and click Edit.
4. In the Final URL Suffix field, enter the UTM string (e.g., utm_source=google&utm_medium=cpc&utm_campaign=spring_sale).
5. Save the changes.

Automated UTM Tagging

Instead of manually adding UTMs to each ad, enable auto-tagging in Google Ads:

1. Navigate to Google Ads Settings.
2. Find the Tracking Section.
3. Turn on Auto-Tagging.
4. Google will now append a gclid parameter that integrates seamlessly with Google Analytics.

Pro Tip: Auto-tagging doesn’t replace UTMs for external analytics tools. For complete tracking, combine Google’s auto-tagging with manual UTM parameters.

Using a Google Ads UTM Creator

A Google Ads UTM Creator simplifies URL tracking by automatically generating UTMs for each campaign.

Recommended UTM Creators

• Google’s Campaign URL Builder – Free and easy-to-use tool.
• UTM.io – Advanced tagging with team collaboration features.
• Google Sheets UTM Generator – Custom spreadsheets for bulk UTM creation.

How to Use a Google Ads UTM Creator

1. Open a UTM builder tool.
2. Enter the Campaign Name, Source, Medium, and Content.
3. Copy the generated URL.
4. Add it to your Final URL Suffix in Google Ads.

Want to streamline campaign tracking? Learn how to add a payment method in Google Ads to ensure uninterrupted ad spending.

Google Ads Account-Level UTM Tracking

Unlike campaign-level UTMs, account-level UTM tracking applies a single tracking template across all ads.

Benefits of Account-Level UTM Tracking

• Eliminates manual UTM entry for every ad.
• Standardises tracking across all campaigns.
• Reduces the risk of incorrect URL structures.

How to Set Up Account-Level UTM Tracking

1. Go to Google Ads Settings → Tracking Template.
2. Enter your UTM structure (e.g., {lpurl}?utm_source=google&utm_medium=cpc&utm_campaign={campaignid}).
3. Click Save.

Setting Up Dynamic UTM Parameters in Google Ads

Dynamic UTM parameters automatically populate campaign details in UTMs, reducing manual work.

Common Dynamic UTM Parameters

• {campaignid} – Inserts Campaign ID.
• {adgroupid} – Tracks Ad Group ID.
• {keyword} – Captures keyword data.
• {creative} – Identifies specific ad variations.

How to Implement Dynamic UTM Parameters

1. Navigate to Tracking Template in Google Ads.
2. Enter {lpurl}?utm_source=google&utm_medium=cpc&utm_campaign={campaignid}&utm_term={keyword}.
3. Save and apply changes.

Why use dynamic UTMs? They ensure consistent tracking without manually updating links.

How to Monitor UTM Tracking in Google Analytics

Once you’ve set up UTMs, you can monitor performance in Google Analytics.

Steps to Track UTMs in Google Analytics 4 (GA4)

1. Open GA4 Dashboard.
2. Go to Reports → Acquisition → Traffic Acquisition.
3. Select Source / Medium to view Google Ads UTM data.

You can further refine this by the additional data you set up in the tracking parameters.

Key Metrics to Monitor

• Sessions from Google Ads
• Conversion Rate by Campaign
• Bounce Rate & Engagement

Common Issues and Troubleshooting UTM Tracking in Google Ads

Even with proper setup, UTM tracking issues can arise.

1. UTM Parameters Not Appearing in Reports

• Check that auto-tagging is enabled.
• Ensure links have proper UTM syntax.
• Review redirects that may strip UTMs.

2. Discrepancies Between Google Ads & Google Analytics

• Google Ads tracks clicks, while GA tracks sessions.
• Ensure GA4 and Google Ads accounts are properly linked.

Final Thoughts on Google Ads UTM Tracking

UTM parameters are essential for tracking Google Ads performance, improving attribution, and making data-driven decisions.

• Use UTM tracking to monitor campaign performance.
• Enable account-level tracking for consistency.
• Use a Google Ads UTM creator for efficiency.

For expert Google Ads campaign management, work with a Google Ads specialist to ensure seamless tracking and maximum ROI.