Free UTM Builder for Google Ads
Google Ads auto-tags every click with a gclid parameter by default, which feeds Google Analytics but nothing else. If you want UTM data in any other tool, you need to add UTM parameters yourself, and they belong in the Final URL suffix field, not typed into the final URL itself.
Build a tagged Google Ads link
https://mybrand.com/landing-page?utm_source=google&utm_medium=cpc&utm_campaign=brand_search_q3&utm_content=headline_variant_a
Supported ad formats: Search, Display, Shopping, Performance Max, YouTube (via Google Ads)
Google Ads tracking gotchas to know before you launch
Auto-tagging can override your manual UTMs
If auto-tagging is on (the default) and you leave utm_source blank, Google Analytics ignores your manual UTM parameters entirely and uses gclid instead. Under Advanced URL Options, enable "Allow manual tagging to override auto-tagging" and always set utm_source explicitly.
UTMs go in the Final URL suffix, not the Final URL
Hand-writing utm_source=google&utm_medium=cpc into the Final URL field breaks Google Ads' own tracking template features. Put UTM parameters in the separate "Final URL suffix" field at the account, campaign, or ad group level instead.
ValueTrack parameters do not replace UTMs
Google's ValueTrack parameters like {campaignid} and {adgroupid} feed Google Ads reporting, not GA4 or any other analytics tool. Use them alongside UTMs, not instead of them, if you need to join click-level Google Ads data back to your own reports.
Google Ads UTM FAQ
Does Google Ads auto-tagging override my UTM parameters?
It can. If utm_source is left blank, Google Analytics falls back to gclid and ignores your manual UTM values. Set utm_source explicitly and enable the manual-override setting in Advanced URL Options to prevent this.
Where do I add UTM parameters in Google Ads?
Use the Final URL suffix field, found at the account, campaign, or ad group level under Settings. Do not append UTM parameters directly to the Final URL field, which is reserved for the destination page itself.
What utm_medium should I use for Google Ads?
cpc is the standard convention for paid search, matching what most analytics platforms expect for Google Ads traffic. Use a separate value like video for YouTube campaigns run through Google Ads if you want to distinguish them.
Can I use the same UTM link for Search and Performance Max?
No. Tag each campaign type separately (for example utm_campaign=q3_search vs utm_campaign=q3_pmax) so you can compare performance across formats instead of blending them into one number.
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