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Why it matters
Google Analytics reads Google Ads clicks through auto-tagging and the GCLID. Other analytics tools, CRMs and form plugins often read UTM parameters instead, so many accounts add both.
Consistent UTMs let you see which campaign brought a lead in tools outside Google, such as a CRM.
Where to find it in Google Ads
- Add UTMs in a tracking template or the Final URL suffix, not in each final URL.
- Use ValueTrack parameters like {campaignid} to fill them automatically.
- Keep auto-tagging on so the GCLID is still added.
- Check a click lands with both the UTMs and the GCLID.
An example
A B2B company adds utm_source=google&utm_medium=cpc&utm_campaign={campaignid} as a final URL suffix. Its CRM now records which campaign each lead came from.
Common mistakes
- Turning off auto-tagging when adding UTMs.
- Using different spellings, such as Google and google, which split reports.
- Adding UTMs that conflict with Analytics' own Google Ads data.
Checks that look at it
The audit checks Oppy runs on this, each with its own page.
Related terms
- Tracking template: A URL template that adds tracking parameters to the landing page address when someone clicks, set at account, campaign, ad group or ad level.
- GCLID: The Google click identifier added to a landing page address when someone clicks an ad.
- Key event: Google Analytics 4's name for an event you mark as important, such as a purchase or a sign-up.