Google Ads UTM Parameters: Complete Setup Guide

Google Ads UTM Parameters: Complete Setup Guide

If you're running Google Ads without proper UTM tracking, you're flying blind. Google Analytics can auto-tag with gclid, but UTM parameters give you consistent, platform-agnostic attribution data that works across any analytics tool — not just GA4.

This guide shows you exactly how to set up UTM parameters for Google Ads, with copy-paste templates and a naming convention you can use today.

Why You Need UTMs for Google Ads (Even with Auto-Tagging)

Google's auto-tagging (gclid) only works inside the Google ecosystem. If you use a CRM like HubSpot, Salesforce, or any non-Google analytics tool, you need UTM parameters to attribute leads back to specific campaigns.

• CRM attribution — Pass campaign data into form submissions so sales knows where leads came from
• Cross-platform reporting — Compare Google Ads performance alongside Facebook, LinkedIn, and email in one dashboard
• Custom granularity — Track ad group, keyword, and ad creative level performance however you want
• Persistence — UTM data survives across sessions when stored properly (which UTM Helper does automatically)

Google Ads UTM Parameter Breakdown

Here are the five standard UTM parameters and how to use them for Google Ads:

• utm_source — Traffic source → google
• utm_medium — Marketing medium → cpc or paid_search
• utm_campaign — Campaign name → Your campaign name
• utm_term — Search keyword → {keyword} (dynamic)
• utm_content — Ad differentiator → Ad group or creative name

Google Ads Dynamic Parameters (ValueTrack)

Google Ads supports dynamic parameters called ValueTrack that automatically insert campaign data into your URLs. This is the key to scalable UTM tracking.

Essential ValueTrack Parameters

• {campaignid} — Campaign ID number
• {campaign} — Campaign name
• {adgroupid} — Ad group ID
• {keyword} — The keyword that triggered the ad
• {matchtype} — Match type: e (exact), p (phrase), b (broad)
• {creative} — Ad creative ID
• {network} — Network: g (Google Search), d (Display)
• {device} — Device: c (computer), m (mobile), t (tablet)

UTM Templates for Google Ads

Search Campaigns

?utm_source=google&utm_medium=cpc&utm_campaign={campaign}&utm_term={keyword}&utm_content={matchtype}_{adgroupid}_{creative}

Display Campaigns

?utm_source=google&utm_medium=display&utm_campaign={campaign}&utm_content={placement}_{creative}

Performance Max Campaigns

?utm_source=google&utm_medium=pmax&utm_campaign={campaign}&utm_content={creative}_{network}

Shopping Campaigns

?utm_source=google&utm_medium=shopping&utm_campaign={campaign}&utm_content={adgroupid}_{product_id}

YouTube / Video Campaigns

?utm_source=google&utm_medium=video&utm_campaign={campaign}&utm_content={creative}_{placement}

How to Add UTM Parameters in Google Ads

Method 1: Account-Level Tracking Template (Recommended)

This applies UTMs to every campaign in your account automatically.

• Go to Google Ads → Settings → Account Settings
• Expand Tracking
• In Tracking template, enter your template
• Click Test to verify, then Save

{lpurl}?utm_source=google&utm_medium=cpc&utm_campaign={campaign}&utm_term={keyword}&utm_content={matchtype}_{adgroupid}_{creative}

The {lpurl} token tells Google to insert the final URL before the parameters.

Method 2: Campaign-Level Tracking Template

For campaign-specific templates, go to the campaign → Settings → Additional settings → Campaign URL options, and add your tracking template.

Method 3: Final URL Suffix

utm_source=google&utm_medium=cpc&utm_campaign={campaign}&utm_term={keyword}&utm_content={matchtype}_{adgroupid}

Note: No ? prefix — Google adds it automatically with Final URL suffix.

UTM Naming Convention for Google Ads

• Always lowercase — Google ≠ google in analytics
• Underscores, not spaces — spring_sale not spring sale
• No special characters — Stick to letters, numbers, underscores
• Be descriptive but concise — brand_search_us_q1_2026 not campaign1
• Include date/quarter — Makes reporting much easier

Common Google Ads UTM Mistakes

1. Not Using ValueTrack Parameters

Hardcoding campaign names means you have to update UTMs every time you create a new campaign. Use {campaign} and let Google fill it in.

2. Mixing Cases

Google, google, and GOOGLE are three different sources in your analytics. Pick lowercase and stick with it.

3. Using Auto-Tagging Alone

If your CRM isn't Google Analytics, gclid data is useless. Always add UTMs alongside auto-tagging.

4. Forgetting to Test

Always click Test in the tracking template editor. A broken template means zero tracking data.

5. Overwriting UTMs on Internal Links

If your site has internal links with UTMs, they'll overwrite the original source. Use UTM Helper to persist original UTM data across pages and into form submissions.

Tracking UTMs from Google Ads to Your CRM

The biggest gap in most setups: UTM data gets to your landing page, but disappears when someone fills out a form. The visitor's source, campaign, and keyword never make it to your CRM.

UTM Helper solves this by persisting UTMs across pages, auto-filling hidden form fields, and working with any form builder — no code required.

<script defer data-domain="yourdomain.com" src="https://utmhelper.com/your-script.js"></script>

Now every form submission includes utm_source, utm_medium, utm_campaign, utm_term, and utm_content — giving your sales team full visibility into which Google Ads campaigns and keywords are generating leads.