What is the ValueTrack {keyword} parameter?

The {keyword} ValueTrack parameter is a dynamic token that Google automatically replaces with the actual search keyword that triggered the ad. When placed in the utm_term parameter (e.g. utm_term={keyword}), GA4 will record the exact keyword for each visit, enabling keyword-level performance analysis without manually creating separate URLs for every keyword.

Should I use both GCLID and UTM parameters in Google Ads?

Yes. Google Click ID (GCLID) auto-tagging and manual UTM parameters are complementary. Auto-tagging passes GCLID automatically and enables cross-device tracking and Smart Bidding signals. Manual UTM parameters provide a fallback when GCLID is stripped by redirects, and allow you to segment by campaign, ad group, and keyword in non-Google analytics tools. Running both simultaneously is the recommended best practice for enterprise advertisers.

Google Ads UTM Builder & ValueTrack Generator

Q: How do I add UTM parameters to Google Ads?

There are two methods: (1) Final URL Suffix: add UTM parameters directly in your Google Ads account settings under Account Settings > Tracking > Final URL Suffix. This applies tracking to all ads in the account and supports ValueTrack dynamic macros. (2) Final URL field in individual ads: append the UTM string directly to the ad's Final URL. The Final URL Suffix method is recommended for scale because it auto-applies to all campaigns without editing each individual ad.

Destination URL *

Paste your destination URL

⚠️ Please enter a valid URL (e.g. https://domain.com/path)

Quick fill:

Campaign Source * utm_source

Source is required for GA4 attribution.

Campaign Medium * utm_medium

Medium is required (e.g. cpc, email, social).

Campaign Name * utm_campaign

Campaign Term utm_term (optional)

Campaign Content utm_content (optional)

Campaign ID utm_id (GA4 campaign identifier)

Dynamic & Custom Query Parameters

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Auto Lowercase (Recommended)

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Auto Prepend https:// Strip Existing UTMs

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Google Ads ValueTrack Parameter Reference

ValueTrack parameters are dynamic tokens that Google Ads replaces at click time with real campaign data. They eliminate the need to manually create separate URLs for every keyword, ad group, or device - your UTM values auto-populate based on what triggered each click.

ValueTrack Token	Replaced With	Best UTM Field	Example Value
`{keyword}`	The keyword that triggered the ad	utm_term	`utm+builder+tool`
`{matchtype}`	Keyword match type: e (exact), p (phrase), b (broad)	utm_term	`e`
`{creative}`	Ad ID number	utm_content	`298571234`
`{adposition}`	Position on the page where the ad appeared	utm_content	`1t1`
`{device}`	Device type: m (mobile), t (tablet), c (computer)	utm_content	`m`
`{placement}`	Content site where the ad was clicked (Display only)	utm_content	`example.com`
`{campaignid}`	Numeric Campaign ID	utm_id	`19284761234`
`{adgroupid}`	Numeric Ad Group ID	utm_content	`98271234`
`{target}`	Placement target category (Display)	utm_term	`electronics`
`{network}`	Network: g (Google Search), s (Search Partners), d (Display)	utm_content	`g`

Setting Up Google Ads Final URL Suffix

The most scalable way to deploy UTM parameters across your entire Google Ads account is via the Final URL Suffix field in Account-level Tracking Settings. This applies your tracking template to every ad - even auto-created assets for Performance Max - without editing each individual ad.

Step-by-Step: Final URL Suffix Setup

In Google Ads, go to Admin → Account Settings → Tracking → Final URL Suffix

Paste your UTM string with ValueTrack tokens into the field. Example:

utm_source=google&utm_medium=cpc&utm_campaign={campaignid}&utm_content={creative}_{device}&utm_term={keyword}_{matchtype}

Click Save

Use Google Ads' built-in "Test" button to validate the tracking URL resolves correctly before your next campaign flight

Verify data flowing into GA4 Traffic Acquisition → Campaign report within 24 hours

⚡ Auto-Tagging & UTMs Can Coexist

Google Ads auto-tagging (GCLID) passes automatically when enabled. UTM parameters run in parallel - GA4 will record both. GCLID enables Smart Bidding signals and cross-device matching; UTMs enable attribution in non-Google analytics tools, custom attribution models, and CRM integrations. Keep both enabled simultaneously for full attribution coverage.

Pre-Built URL Structures for Google Ads Campaign Types

Campaign Type	Recommended UTM Structure
Search	`utm_source=google&utm_medium=cpc&utm_campaign=CAMPAIGN_NAME&utm_term={keyword}_{matchtype}&utm_content={adgroupid}_{creative}`
Display	`utm_source=google&utm_medium=display&utm_campaign=CAMPAIGN_NAME&utm_content={placement}_{creative}_{device}`
Shopping	`utm_source=google&utm_medium=shopping&utm_campaign=CAMPAIGN_NAME&utm_content={product_id}_{device}`
Performance Max	`utm_source=google&utm_medium=pmax&utm_campaign=CAMPAIGN_NAME&utm_content={creative}_{device}`
YouTube Video	`utm_source=youtube&utm_medium=video&utm_campaign=CAMPAIGN_NAME&utm_content={creative}_{device}`

Frequently Asked Questions - Google Ads UTM Tracking

How do I add UTM parameters to Google Ads without breaking ValueTrack?

Add UTM parameters via the Final URL Suffix field in Account Settings (not the Tracking Template field). The Final URL Suffix is appended directly to your Final URL and supports ValueTrack dynamic parameters. Do not URL-encode the curly braces - enter them literally as {keyword}, {device} etc.

Do UTM parameters override auto-tagging GCLID in Google Ads?

No. When both auto-tagging and UTM parameters are present, GA4 uses GCLID for its own attribution reports (Advertising snapshot) and uses UTM parameters for manual Traffic Acquisition reports. They complement each other. You should keep auto-tagging enabled and also use UTM parameters.

Does Smart Bidding require auto-tagging to be on?

Yes. Smart Bidding strategies like Target CPA and Target ROAS rely on GCLID data passed via auto-tagging to receive conversion signals from Google Analytics. If you disable auto-tagging, Smart Bidding signals are weakened. Always keep auto-tagging enabled and add UTM parameters additionally via the Final URL Suffix.

Can I use UTM parameters in Performance Max campaigns?

Yes. Performance Max (PMax) supports the Final URL Suffix field. Since PMax auto-generates many ad variants, using ValueTrack tokens like {creative} and {device} in the suffix is essential for understanding which assets drove performance without manually creating separate URLs.