UTM Tracking and Setup: Google Ads

This article will detail the UTM tracking and setup for Google Ads. We recommend reading the general article for an understand of how UTM's should be setup across all ad platforms. You can reference the general article here: Guide to UTM Tracking and Setup.

Objective

The purpose of this implementation is to ensure that the UTM values received from the downstream metrics conversion data matches the Google Ads platform. Doing so enables you to use the Sona Growth Platform to connect the datasets from the campaign all the way to the ad level. This will present the complete picture of marketing performance for that specific media platform. 

Recommendation

In order to leverage the capabilities of our data analytics, we recommend leveraging the Final URL Suffix and appending UTM parameters at the account level. This will apply to all assets in your account, assuming no other Final URL Suffix values were added on the lower levels. In those cases, the most granular level would take precedence. Here are the steps to implement at the account level:

  1. Define the following Sona Labs tracking parameters based on the table below. These parameters will be appended to your final URL. Reference this Google article for further details.
  2. In the Google Ads UI, click on "Settings" in the left sidebar at the account level. Select "Account Settings".

  3. In the screen that appears, click on the horizontal tab called "Tracking". The section should expand to reveal two fields: "Tracking template" and "Final URL Suffix".

  4. Copy, paste, and save the SL Tracking Parameter code defined in the table below to the "Final URL Suffix". Your changes should now apply to all campaigns, adgroups, and ads in the account unless there's a Final URL Suffix already defined at those specific levels.
  5. Once configured, please consult with your Sona Labs onboarding specialist to verify that the parameters are being correctly passed.

Table 1 - SL Tracking Parameters by Google Ad Type

Ad Type Recommendation for Final URL Suffix Note
Expanded text ad utm_source=adwords&utm_medium=cpc&utm_campaign={_campaign}&utm_term={keyword}&utm_content={creative}&slg_campaign={_campaign}&slg_campaignid={campaignid}&slg_adgroupid={adgroupid}&slg_adid={creative}&slg_keyword={keyword}&slg_keywordid={targetid}&slg_network={network}&slg_gclid={gclid}
Dynamic search ad utm_source=adwords&utm_medium=cpc&utm_campaign={_campaign}&utm_term={keyword}&utm_content={creative}&slg_campaign={_campaign}&slg_campaignid={campaignid}&slg_adgroupid={adgroupid}&slg_adid={creative}&slg_keyword={keyword}&slg_keywordid={targetid}&slg_network={network}&slg_gclid={gclid} Parameters containing keyword information and the utm_term are incompatible with dynamic search ads
Responsive search ad utm_source=adwords&utm_medium=cpc&utm_campaign={_campaign}&utm_term={keyword}&utm_content={creative}&slg_campaign={_campaign}&slg_campaignid={campaignid}&slg_adgroupid={adgroupid}&slg_adid={creative}&slg_keyword={keyword}&slg_keywordid={targetid}&slg_network={network}&slg_gclid={gclid}

Example

Final URL Suffix utm_source=adwords&utm_medium=cpc&utm_campaign={_campaign}&utm_term={keyword}&utm_content={creative}&slg_campaign={_campaign}&slg_campaignid={campaignid}&slg_adgroupid={adgroupid}&slg_adid={creative}&slg_keyword={keyword}&slg_keywordid={targetid}&slg_network={network}&slg_gclid={gclid}            

Dynamic Parameters

The dynamic parameters supported vary by ad platforms. Here's the list of custom parameters supported by Google Ads. Reference Google for the latest update of this list.

Parameter Description
{campaignid}
The campaign ID. (Use this when you've set up your tracking information at account level and want to know which campaign served your ad.)
{adgroupid}
The ad group ID. (Use this when you've set up your tracking information at the account or campaign level and want to know which ad group served your ad.)
{feeditemid}
The ID of the feed-based/legacy extension that was clicked. Update the URL to support the upgraded extension ValueTack for extension upgrade.
{extensionid}
The ID of the asset-based/upgraded extension that was clicked. Update the URL to support the upgraded extension ValueTack for extension upgrade.
{targetid}
The ID of the keyword (labeled "kwd"), dynamic search ad ("dsa") target, remarketing list target ("aud"), product partition ("pla"), or hotel group partition ("hpi") that triggered an ad.
For multiple target IDs, the output shows in the following order: "aud, dsa, kwd, pla, hpi." For example, if you add a remarketing list to your ad group (criterion ID "456") and target the keywords ID "123" the  {targetid}would be replaced by "aud-456:kwd-123."
Note:  {targetid} does not include affinity and in-market audience.
{loc_interest_ms}

The ID of the location of interest that helped trigger the ad. Visit the developer website for location IDs. Reported only for campaigns that show ads to people searching for your targeted locations.
{loc_physical_ms}
The ID of the geographical location of the click. Visit the developer website for location IDs. Reported only for campaigns that show ads to people in your targeted locations.
{matchtype}
The match type of the keyword that triggered your ad: "e" for exact, "p" for phrase, or "b" for "broad".
{network}
Where the click came from: "g" for Google search, "s" for a search partner, "d" for the Display Network, “u” for a Smart Shopping Campaign, “ytv” for YouTube videos, “yts” for YouTube search, or “vp” for Google video partners.
{device}
What device the click came from: "m" for mobile (including WAP), "t" for tablet, and "c" for computer.
{devicemodel}
What model of phone or tablet the click came from (for example, "Apple+iPhone").
Note: Only available on Display Network campaigns.
{gclid}
The Google click identifier of a click that comes from your ad.
{ifmobile:[value]}
Whatever you define for "[value]," if your ad's clicked from a mobile phone.
{ifnotmobile:[value]}
Whatever you define for "[value]," if your ad's clicked from a computer or tablet.
{ifsearch:[value]}
Whatever you define for "[value]," if your ad's clicked from a site in the Google Search Network.
{ifcontent:[value]}
Whatever you define for "[value]," if your ad's clicked from a site in the Google Display Network.
{creative}
A unique ID for your ad.
{keyword}
For the Search Network, the keyword from your account that matches the search query, unless you are using a Dynamic Search ad, which returns a blank value.
For the Display Network, the keyword from your account that matches the content.
{placement}
The content site where your ad was clicked (for keyword-targeted campaigns), or the matching placement targeting criteria for the site where your ad was clicked (for placement-targeted campaigns).
{target}
A placement category (works with placement-targeted campaigns only).
{param1}
Creative parameter #1, if you're using the AdParamService with the Google Ads API (AdWords API).
{param2}
Creative parameter #2, if you're using the AdParamService with the Google Ads API (AdWords API).
{random}
A random Google-generated number (an unsigned 64-bit integer), commonly used to force the page to reload.
{adposition}
The position on the page that your ad appeared in, with a value like "1t2"(this means page 1, top, position 2).
{ignore}

Ignores tracking elements of your final URL to help reduce crawl load on your website. It can only be used in your final or final mobile URL.
Did this answer your question? Thanks for the feedback There was a problem submitting your feedback. Please try again later.

Still need help? Contact Us Contact Us