UTM tags tell Nimbata (and Google Analytics) which Google Ads campaign, medium, and source drove a visitor to your site and, when they call, which campaign gets credit.

There are two complementary approaches: auto-tagging and manual UTM parameters.

Using both together gives you the most complete picture.

Auto-tagging vs. manual UTMs

Auto-tagging automatically appends a GCLID to every ad click URL, enabling Google Ads and Google Analytics to communicate accurately.

It's the simplest setup and works well for most campaigns.

Manual UTM parameters let you define specific values for source, medium, campaign, and more.

They're especially useful when you need granular control over how traffic is labelled in Nimbata reports or when working with larger, multi-campaign accounts.

The best practice is to use both: auto-tagging for Google's own attribution, and UTMs for your Nimbata and GA4 reports.

How to enable auto-tagging in Google Ads

• In your Google Ads account, go to Admin.
• Click Account settings.
• Find Auto-tagging in the menu.
• Check the box Tag the URL that people click through from my ad.
• Click Save.

How to set up UTM tags manually in Google Ads

Step 1. Open the campaign you want to tag.

• In Google Ads, go to Campaigns > Campaigns in the left-hand menu.
• Click the campaign you want to add UTM tracking to.
• Click Edit settings.

Step 2. Open the campaign URL options.

• Scroll to the bottom of the campaign settings to the Other settings section.
• Click Campaign URL options.

Step 3. Build your UTM string.

Structure your parameters before entering them. The five standard parameters are:

• utm_source — the traffic origin (e.g. google)
• utm_medium — the channel type (e.g. cpc)
• utm_campaign — the specific campaign (e.g. summer-sale)
• utm_term (optional) — the paid keyword that triggered the ad
• utm_content (optional) — differentiates between ads or links within the same campaign

Step 4. Add the URLs to the campaign.

• Enter the destination URL with UTM parameters in the Tracking template field.
• Enter your final destination URL in the Final URL suffix field.
• Click Save.

🎉 Your campaign is now tagged.

Nimbata will capture these UTM values for any call placed by a visitor who arrived via this campaign.

Detailed guide: What are UTM parameters?

Detailed guide: Tracking numbers and UTM parameters: how to track calls with custom UTMs

Updated on: 02/04/2026