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How to Set Up UTM Tags in Google Ads

Have you ever wondered what is the force behind your phone ringing? UTM parameters are here with the answer! In this article, we will show you how to set up UTM parameters for Google and Facebook ads.

UTM Parameters: Your Secret Weapon for Tracking Traffic

Ever wondered where your website visitors come from? UTM parameters are here to help! These codes, short for Urchin Tracking Module, shed light on how people found your site.

Here's the breakdown:

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

The next two are optional parameters, but provide deeper insights:

utm_term: Tracks the paid search keywords used to find your site.
utm_content: Helps differentiate between similar links or ads.

UTM parameters will help you gain valuable marketing intel. You will be able to see which campaigns drive the most traffic and phone calls and optimize accordingly.

You have two options when it comes to setting up UTM Tags in Google Ads. You can either do it automatically or manually. You will reap the most benefits by using them in tandem.

Auto Tagging and UTMs

Auto-tagging and UTM parameters play a crucial role, but with different purposes. Auto-tagging automatically adds a GCLID to your URL. This facilitates communication between Google Ads and Google Analytics, attributing specific ads for website activity. It’s easy to set up and ideal for small campaigns and basic tracking.

If you need deeper insights, then UTM parameters are your go to. These tags provide you with specifics about your marketing like traffic source (search engine, email) and campaign name. While auto-tagging offers a simple solution, UTM parameters unlock a treasure trove of campaign data for comprehensive cross-platform analysis.

Enabling Auto-tagging is fairly easy. Simply, go to Admin on your Google Ads Account, choose Account Settings and check the Auto-Tagging option.

How to Set Up UTM Tags in Google Ads

Setting up UTM Tags is a bit more complicated, but nothing to shudder. Here is a quick and easy step by step guide.

To manually set up UTM Tags:

Select Campaigns on the left side, tick the campaign you wish to add UTM tracking to and then click on the campaign settings.

Click on the Additional Settings menu at the bottom

Select Campaign URL Options.

Accordingly, you can set up UTM Tags on the Ad group level too.

On the Tracking Template field you add the URL where the ads lead to.

On the Final URL suffix field you structure the link this way:

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

Your custom URL should look like this:

Updated on: 28/05/2024

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