How To Set Up Google Ads UTM Parameters (Step-by-Step Guide)

Adding UTM parameters to your Google Ads is a critical step in ensuring you can track the performance of your campaigns with accuracy. Over the past decade, I’ve helped clients—including billion-dollar companies like RocketMoney, American Express, and Yell—optimize their marketing by mastering Google Ads UTM parameters and tracking.

In this guide, I’ll walk you through how to set up UTM parameters in Google Ads, share best practices, and explain how to avoid common pitfalls. With proper UTM implementation, you’ll gain powerful insights into what’s working and where to improve, ultimately driving better ROI for your campaigns.

Why Are Google Ads UTM Parameters Important?

Google Ads UTM parameters allow you to track how visitors interact with your ads by providing additional data to tools like Google Analytics. Without them, you’re left with generic metrics and limited visibility into campaign performance.

Here’s what proper UTM implementation can do:

• Identify which keywords and ads drive the most traffic and conversions.
• Help you attribute leads to the correct campaigns, ad groups, and site links.
• Enable granular reporting, ensuring you can optimize for success.

I’ve seen firsthand how businesses struggle to analyze campaign performance due to poorly implemented tracking. Let me show you how to add UTM parameters to Google Ads like a pro.

How to Add UTM Parameters to Google Ads 

Step 1: Understand the Workflow

When someone clicks on a Google Ad, the UTM parameters embedded in the ad’s URL are passed to your landing page. If you’re using lead generation forms, these UTMs can then be captured and sent to your CRM.

This process allows you to track leads all the way back to the specific ad or keyword that drove them.

Step 2: Add UTMs at the Campaign Level

Adding Google Ads UTM parameters at the campaign level is the most efficient way to track your ads. This ensures all ads and ad groups within the campaign automatically inherit the UTM parameters.

How to Add UTMs at the Campaign Level:

1. Go to Google Ads and navigate to the campaign you want to track.
2. Click Campaign Settings → Additional Settings → Campaign URL Options.
3. Expand the Tracking Template section.
4. Add your tracking template:

Explanation of Parameters:

• {lpurl}: Automatically inserts the landing page URL.
• utm_source=google: Identifies Google as the traffic source.
• utm_medium=cpc: Categorizes traffic as paid ads.
• utm_campaign=landing_page_designer: Tags the campaign name for reporting.
• utm_term={keyword}: Captures the keyword that triggered the ad.

Step 3: Use ValueTrack Parameters

Google Ads provides a set of predefined placeholders called ValueTrack parameters. These allow you to dynamically insert data into your URLs, such as:

• {keyword}: The search term that triggered the ad.
• {device}: The user’s device (e.g., mobile, desktop).
• {matchtype}: Match type of the keyword (broad, phrase, exact).

For a full list of ValueTrack parameters, refer to Google’s documentation here.

Step 4: Test Your Tracking Template

Before launching your campaign, always test your tracking template. Here’s how:

1. Click the Test button next to the tracking template in Google Ads.
2. Confirm that the final URL resolves correctly with the UTM parameters included.

Step 5: Track UTMs in Site Links

If you’re using site links in your ads, you’ll need to define separate UTMs for each link to capture granular data.

Example:
If you have a site link for your portfolio page, your UTM might look like this:

Adding the utm_content parameter lets you track exactly which site link was clicked.

Common Mistakes to Avoid

1. Forgetting to Add UTMs: This leads to incomplete data in your analytics tools.
2. Inconsistent Campaign Names: Use clear, descriptive names (e.g., utm_campaign=2023_summer_sale) to avoid confusion.
3. Overwriting Campaign-Level UTMs: Avoid overriding tracking templates at the ad level unless absolutely necessary.
4. Not Testing URLs: Broken links can harm both your campaigns and user experience.

Advanced Tips for Tracking Google Ads UTM Parameters

• Use utm_term to identify high-performing keywords and adjust your bids accordingly.
• Include utm_content to track which ad creatives or placements drive the best results.
• Combine UTM data with CRM systems to understand how specific campaigns contribute to revenue.

Struggling to Identify Which Ads, Keywords, or Campaigns Drive Results?

If you’re ready to go beyond the basics and master UTM tracking for Google Ads and beyond, my Ultimate UTM Attribution Course is exactly what you need. In this course, I’ll guide you through:

• Building and managing UTMs from scratch.
• Adding UTM links to platforms like Google Ads, Facebook Ads, and more.
• Capturing UTM data in tools like GA4, HubSpot, and WordPress.
• Viewing and analyzing UTM reports to make data-driven decisions.
• Real-world examples, tips, and bonus resources to level up your tracking game.

The Power of Proper UTM Tracking

When implemented correctly, Google Ads UTM parameters unlock the full potential of your Google Ads campaigns. They give you the data you need to make informed decisions, optimize for better performance, and prove ROI to stakeholders.

I’ve seen businesses transform their marketing by simply implementing proper UTM tracking. You can do the same—start by following the steps I’ve outlined here.

Free Resource: Simplify Your UTM Management

Managing UTMs across multiple campaigns can get complicated, but it doesn’t have to be. I’ve created a Free UTM Management Template to help you:

• Organize your UTMs efficiently.
• Avoid errors and duplication.
• Save time on campaign setup.

Conclusion

Adding Google Ads UTM parameters isn’t just a technical step—it’s a strategic move that sets the foundation for smarter marketing. By tracking your campaigns effectively, you’ll gain clarity on what’s driving results and where to focus your efforts.

If you’re ready to take your tracking to the next level, start by implementing the steps outlined here. And don’t forget to grab my free UTM Management Template to make the process even easier.

If you want to learn more about optimizing your UTM parameters for better tracking and campaign performance, check out this Guide to UTM Best Practices.

Frequently Asked Questions