For Google Ads campaigns

    Google Ads UTM Builder

    Build URLs with proper utm_source=google and utm_medium=cpc tagging.

    Generated URL

    Fill in a URL and the required UTM fields.

    Worked examples

    Copy a starter, then tweak it for your campaign.

    Search ad

    https://example.com/?utm_source=google&utm_medium=cpc&utm_campaign={_campaign}&utm_content={_creative}

    Performance Max

    https://example.com/?utm_source=google&utm_medium=pmax&utm_campaign={_campaign}

    Shopping ad

    https://example.com/p/sku-42?utm_source=google&utm_medium=shopping&utm_campaign={_campaign}

    Search with keyword capture

    https://example.com/?utm_source=google&utm_medium=cpc&utm_campaign={_campaign}&utm_term={keyword}&utm_content={creative}

    Display campaign

    https://example.com/?utm_source=google&utm_medium=display&utm_campaign={_campaign}&utm_content={creative}

    Final URL suffix (paste into Google Ads)

    utm_source=google&utm_medium=cpc&utm_campaign={_campaign}&utm_content={_creative}

    UTMs for Google Ads, the right way

    Google Ads auto-tagging (gclid) feeds GA4 directly, but if you also report in Mixpanel, Amplitude, or your data warehouse, you still need UTMs.

    Use utm_source=google, utm_medium=cpc, utm_campaign={_campaign}, and utm_content={_creative} ValueTrack parameters so tags are populated dynamically per impression.

    The right place to put UTMs in Google Ads is the 'final URL suffix' — settable at account, campaign, or ad group level. Set it once at the account level with ValueTrack placeholders and every ad in the account tags itself consistently. Editing final URLs directly is worse in two ways: it's manual per-ad work, and changing a final URL can send the ad back through review.

    Understand parallel tracking if you use a tracking template: Google loads your landing page immediately and fires tracking redirects in the background. This is good for speed, but it means any redirect-based measurement must be server-side capable. Plain UTMs on the final URL suffix sidestep all of that — they arrive as part of the landing URL, no redirect involved.

    Keep auto-tagging on even with UTMs in place. gclid powers Google's own conversion attribution, offline conversion imports, and smart bidding feedback. UTMs power everything Google doesn't touch: your warehouse, product analytics, CRM source fields, and multi-platform dashboards. The two are complementary, and GA4 can be configured to prefer either when both are present.

    Match your utm_medium to the campaign type or you'll regret it during reporting season: cpc for Search, display for Display, shopping for Shopping, pmax (or a documented equivalent) for Performance Max, paid-video for YouTube campaigns. Performance Max especially benefits from its own medium — its traffic spans surfaces with wildly different behavior, and you'll want it separable from pure Search.

    The most common failure mode is silent template drift: someone edits a campaign's final URL suffix, or a new campaign launches without inheriting the account default, and weeks of traffic land untagged or double-tagged. A monthly audit — click a live ad, inspect the landing URL — takes minutes and catches it. Also check that your landing pages don't redirect and strip query strings; a canonical redirect that drops parameters destroys both gclid and UTMs at once.

    Common use cases

    Search ads

    Tag every Search ad so non-GA platforms can attribute conversions back to the keyword campaign. ValueTrack's {keyword} can even carry the matched keyword into utm_term.

    Performance Max

    Use ValueTrack so each asset group's traffic is automatically tagged without manual work, and give PMax its own utm_medium so its mixed-surface traffic stays separable from Search.

    Display & Shopping

    Distinguish Display, Shopping, and Search in reporting using utm_medium variants like 'display' and 'shopping'.

    Warehouse and CRM attribution

    UTMs captured into hidden form fields or session storage give your CRM a campaign source per lead — attribution that survives long B2B sales cycles where gclid-based reporting can't follow.

    Account-level suffix rollout

    Set one final URL suffix at account level with ValueTrack placeholders, then audit monthly. One setting, every ad tagged, no per-ad maintenance.

    Frequently asked questions

    Other UTM Builder variants

    Pre-configured variants tuned to specific platforms and use cases.

    For LinkedIn campaigns

    LinkedIn UTM Builder

    Tag every LinkedIn post, ad, and InMail with consistent UTMs.

    Open variant

    For Facebook & Meta campaigns

    Facebook UTM Builder

    Tag Facebook posts and Meta Ads with attribution-ready UTMs.

    Open variant

    For email campaigns

    Email UTM Builder

    Build trackable URLs for newsletters, lifecycle, and outbound email.

    Open variant

    For Instagram campaigns

    Instagram UTM Builder

    Tag bio links, Stories, and Reels with consistent Instagram UTMs.

    Open variant

    For TikTok campaigns

    TikTok UTM Builder

    Tag TikTok bio links and Spark Ads with attribution-ready UTMs.

    Open variant

    For YouTube descriptions and ads

    YouTube UTM Builder

    Tag every link in your video descriptions and YouTube Ads.

    Open variant

    For X / Twitter campaigns

    X (Twitter) UTM Builder

    Tag every tweet, thread, and X Ad with attribution-ready UTMs.

    Open variant

    For Reddit posts and ads

    Reddit UTM Builder

    Tag organic posts, comments, and Reddit Ads with proper UTMs.

    Open variant

    For Pins and Promoted Pins

    Pinterest UTM Builder

    Tag every Pin and Promoted Pin so traffic is attributable in your analytics.

    Open variant
    Back to the full UTM Builder

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