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UTM Parameter Google Ads

Google Ads UTM Parameters List

This is the list of UTM parameters you should be using in Google Ads:

1. Source (utm_source)
2. Medium (utm_medium)
3. Campaign (utm_campaign)
4. Content (utm_content)
5. Term (utm_term)

Source (utm_source)

For Google Ads, you’ll always want to set your source as: utm_source=google

This ensures that all of your paid traffic will be categorized correctly in your Google Analytics reports. Otherwise, you may create problems categorizing traffic, causing (not set) or other error-type responses in your reports.

Medium (utm_medium)

For Google Ads, you’ll always want to set your medium as: utm_medium=cpc

Just like with your source, keeping the correct medium for paid traffic (cpc) is highly suggested. Otherwise, you may trigger (not set) issues or other data miscategorizations.

While it might seem simple, keeping source and medium consistent is crucial for accurate tracking.

Campaign Parameter (utm_campaign)

The utm_campaign parameter is where you can get more creative with tracking specific campaigns. The campaign doesn’t need to match any specific term in Google Analytics to be tracked properly, so you can essentially make it whatever you want.

For example, if you were running a spring sale in the year 2025, your campaign might be utm_campaign=spring_sale_25

Important tip: Create a naming convention for your campaigns and stick to it. This makes analysis much easier later. Consider including elements like:

• Season or time period
• Product category
• Campaign type
• Year

Content Parameter (utm_content)

This is particularly valuable for tracking specific ad variants and allows you to A/B test your ads. The utm_content parameter helps you track:

• Different ad variations
• Image vs text ads
• Responsive search ads
• Different call-to-action buttons

For example, if you were running two ads with the same content except for the call to action in order to see which one compelled more users to click and convert, you might use utm_content=cta_click_now versus utm_content=cta_find_out_more

Term Parameter (utm_term)

The utm_term parameter can be used to track which keywords are driving traffic to your site. Google Ads can dynamically populate this using the {keyword} parameter, so you may want to use utm_term={keyword}.