How to set up UTM tags in Google Ads

UTM Parameters: The best way to track website traffic

Have you ever wondered what makes your phone ring? The answer is UTM parameters. Follow this guide to set them up in Google ads.

UTM, or Urchin Tracking Module, is the snippet of code that reveals how people find your website. UTMs are divided in different categories, called parameters, such as:

• utm_source: Shows the traffic source.
• utm_medium: Specifies the lead channel, such as PPC ads or email campaigns.
• utm_campaign: Tells you which campaign drove the traffic.

The next two are optional parameters that offer even better insights:

• utm_term: Tracks the paid search keywords visitors typed to find your website.
• utm_content: Differentiates between similar links and ads.

UTM parameters are the alpha and the omega of marketing intelligence. Use them to make smarter marketing decisions, further propel what works, and kill what doesn't. There are two ways to set up UTM Tags in Google Ads; automatic and manual. The best tactic is to use them in tandem.

Auto tagging vs. UTMs

Auto-tagging and UTM parameters serve different purposes. Auto-tagging automatically adds a GCLID to your URL. That's how you get Google Ads and Google Analytics to communicate well and attribute ads to website activity. This is an easy setup that offers accurate results and works great with small-scale campaigns.

If you need to get very specific on larger-scale campaigns, go with UTM parameters instead. UTM tagging reveals things like traffic source (search engine, email) and campaign name.

How to enable auto-tagging in Google Ads

On your Google Ads account, head over to 'Admin', click on 'Account Settings', find 'Auto-tagging' on the account settings menu, check the 'Tag the URL that people click through from my ad' box, and click on 'Save'.

How to set up UTM tags in Google Ads

Step 1. Go to your Google Ads account. Select 'Campaigns' from the menu on the left, then again 'Campaigns' from the sub-menu. Click on the campaign you wish to add UTM tracking to and hit the 'Edit settings' button.

Step 2. Scroll to the bottom of the campaign settings menu until you get to the 'Other Settings' section. Click on 'Campaign URL options'.

Step 3. Before adding your URL and finalizing the process, make sure you structure it according to the following example:

• utm_source example: Youtube to identify traffic that results from Youtube
• utm_medium example: cpc to identify traffic from paid campaigns vs. organic visits
• utm_campaign example: summer-sale to identify the specific campaign

Step 4. Finally, first add the URL your ad leads to in the 'Tracking template' field. Then, add your final URL in the 'Final URL suffix' field and hit 'Save'.

Updated on: 20/08/2025