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Add UTM parameters to your page URL, then get the Google Ads version with ValueTrack parameters: a tracking template starting with {lpurl} and a final URL suffix, ready to paste.
The builder adds utm_source, utm_medium, utm_campaign, utm_content and utm_term to your page URL, keeping its existing parameters and anchor. It also produces a tracking template starting with {lpurl} and a final URL suffix, where ValueTrack parameters such as {campaignid} or {keyword} replace fixed values.
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Enter the landing page URL. If it already has parameters (?area=austin) or an anchor (#quote), they are kept and the anchor stays at the end.
utm_source=google and utm_medium=cpc are prefilled. Add the campaign name, the ad content and the term: spaces and accents are encoded for you.
Tick {campaignid}, {keyword}, {creative} or others, and choose the parameter that receives each one. Google Ads fills in the real value at click time.
Copy the final URL for a single ad, or the final URL suffix (or tracking template) for a whole campaign, in its URL options.
UTM parameters are labels added to a page URL: utm_source says who sends the visit, utm_medium the type of traffic, utm_campaign the campaign, utm_term the keyword and utm_content the ad or link. Your analytics tool reads them on arrival and files the visit in the right place.
For Google Analytics, Google Ads has its own system: auto-tagging, which adds a gclid parameter to each click. It is the recommended method when both accounts are linked. UTMs are still useful for your other analytics tools, your CRM or a form that records where a lead came from, and when auto-tagging is off. If you use both, check that your UTMs do not conflict with your Analytics settings.
Writing one URL per ad quickly gets out of hand. Google Ads offers ValueTrack parameters, in braces, that it fills in at click time: {campaignid} with the campaign ID, {adgroupid} with the ad group ID, {creative} with the ad ID, {keyword} with the keyword from your account that triggered the ad. {matchtype} returns e, p or b depending on the match type, {device} m, t or c depending on the device.
Put them in the tracking template or the final URL suffix, the fields built for them. Their braces must not be encoded: the tool leaves them intact and only encodes your own values.
The tracking template starts with {lpurl}, which Google Ads replaces with the ad’s final URL, followed by your parameters. It is mostly for third-party click trackers that need to see the click. The final URL suffix holds only the parameters: Google Ads adds them to the end of each ad’s final URL. For UTMs, it is the most direct field.
Both are set in the URL options of the account, the campaign or a lower level, and the most specific level wins. Use one or the other for your UTMs, not both, or the parameters will show up twice. Once the campaign is live, check in your analytics tool that visits arrive with the right values.
With utm_term={keyword}, every visit keeps the keyword that brought it in, all the way into your CRM. You can then see which keywords bring quote requests and which only bring clicks. Compare spend with sales using the ROAS calculator, then remove the keywords that cost money without paying back.
UTMs show which keywords bring customers and which cost you for nothing. Should I Bid does that sorting before the first click: it reads the Google results page for each keyword, checks it against your offer and gives a verdict: Bid, Test or Skip.
For Google Analytics, auto-tagging (gclid) is enough and remains the recommended method. UTMs help when other tools need to know the source, such as a CRM, or when auto-tagging is off. In that case, check that your UTMs do not conflict with your Analytics settings.
The most common convention is utm_source=google and utm_medium=cpc, with utm_campaign for the campaign, utm_term for the keyword and utm_content for the ad. Keep the same spelling everywhere, ideally lowercase: Google Analytics treats “Google” and “google” as two values.
A ValueTrack parameter that Google Ads replaces with the ad’s final URL. A tracking template must include it so the visitor lands on the right page, for example {lpurl}?utm_source=google&utm_medium=cpc.
In the URL options of the account, a campaign or an ad group, in the “Final URL suffix” field. The most specific level wins: a campaign suffix overrides the account one.
A web address cannot contain spaces or accented letters as they are, so they get encoded: a space becomes %20 and “é” becomes %C3%A9. Your analytics tool decodes them and shows the original text.
No. Everything is calculated in your browser and nothing is sent or stored.