Google Ads UTM Parameters

Campaign Type (for navigation)

Search Campaign

Performance Max Campaign

Demand Gen Campaign

Standard Shopping Campaign

Campaign Type: Search (including Dynamic Search Ads – DSA)

Final UTM Preview: *This is applicable for all Search Campaigns

utm_source=gads&utm_medium=cpc&utm_campaign={campaignid}&utm_adgroup={adgroupid}&utm_content={creative}&utm_term={keyword}&g_mt={matchtype}&g_nw={network}&g_dv={device}

UTM Parameters

Field	UTM Parameter	Value	Example
Campaign Source	utm_source	google/GAds/gads/google_ads (static)	gads
Campaign Medium	utm_medium	cpc, etc. (static)	cpc
Google Ads Campaign ID	utm_campaign	{campaignid}	Campaign ID
Google Ads Ad Group ID	utm_adgroup	{adgroupid}	Ad Group ID
Google Ads Ad ID	utm_content	{creative}	Ad ID
Matched search keyword or DSA search term	utm_term	{keyword}	mba+in+bangalore
Keyword Match Type	g_mt	{matchtype}	e=exact, p=phrase, b=broad
Ad Network	g_nw	{network}	g=Google search, s=search partners
Device Type	g_dv	{device}	m=mobile, t=tablet, c=computer

Following are the steps for the Search campaign: Note: These parameters can be added at either the Campaign level, Ad Group level, or Ad level, but ensure they are firing only once for any Ad.

Step 1: Click on Edit Settings of the Search Campaign

Step 2: Navigate to Other Settings -> Campaign URL options

Step 3:Paste the UTM parameters shared for Search Campaign in the Final URL suffix, as shown below

Preview: utm_source=gads&utm_medium=cpc&utm_campaign={campaignid}&utm_adgroup={adgroupid}&utm_content={creative}&utm_term={keyword}&g_mt={matchtype}&g_nw={network}&g_dv={device}

Step 4: Click on Save

Campaign Type: Performance Max

Campaign Type: Performance Max

Final UTM Preview: *This is applicable for all Performance Campaigns

utm_source=gads&utm_medium=performance_max&utm_campaign={campaignid}&utm_assetgroup=assetgroupid&g_nw={network}&g_dv={device}&g_adtype={adtype}&g_pid={product_id}

UTM Parameters

Field	UTM Parameter	Value	Example
Campaign Source	utm_source	google/GAds/gads/google_ads (static)	gads
Campaign Medium	utm_medium	performance_max (static)	performance_max
Google Ads Campaign ID	utm_campaign	{campaignid}	Campaign ID
Google Ads Asset Group ID	utm_assetgroup	asset group id (manually)	Asset Group ID
Ad Network	g_nw	{network}	g, s, d, yt, etc. OR x OR will return no entry
Device Type	g_dv	{device}	m=mobile, t=tablet, c=computer
Format of dynamically generated ad	g_adtype	{adtype}	The type of ad that was clicked on. – “pla” if the click is coming from a Shopping ad. – “pla_multichannel” if the clicked Shopping ad included options for both “online” and “local” shopping channels. – “pla_with_promotion” if the clicked Shopping ad displayed a merchant promotion. – “pla_with_pog” if the click is coming from a Purchases on Google-enabled Shopping ad. OR will return no entry
Merchant Center Product ID	g_pid	{product_id}	XYZ789 OR will return no entry

Following are the steps for the Search campaign: Note: These parameters can only be added at the Asset Group level, and only after the Asset Group has been published.

Step 0: Copy the Asset Group ID once the Asset Group is published, as shown below.

Step 1: Click on the Edit button at the Assets level of the Asset Group, as shown below.

Step 2: Navigate to Other Options -> Final URL suffix, located at the very end of the Edit assets.

Step 3:Paste the shared UTM parameters for the Performance Max Campaign into the Final URL Suffix, placing the Asset Group ID copied in Step 0 after “utm_assetgroup=“, as shown below.

Asset Group ID: 6604013433 (example)

Unedited UTM Parameter: utm_source=gads&utm_medium=performance_max&utm_campaign={campaignid}&utm_assetgroup=assetgroupid&g_nw={network}&g_dv={device}&g_adtype={adtype}&g_pid={product_id}

Edited UTM Parameter: utm_source=gads&utm_medium=performance_max&utm_campaign={campaignid}&utm_assetgroup=6604013433&g_nw={network}&g_dv={device}&g_adtype={adtype}&g_pid={product_id}

Final UTM preview: utm_source=gads&utm_medium=performance_max&utm_campaign={campaignid}&utm_assetgroup=6604013433&g_nw={network}&g_dv={device}&g_adtype={adtype}&g_pid={product_id}

Step 4: Click on Save

Campaign Type: Demand Gen

Final UTM Preview: *This is applicable for all Search Campaigns

utm_source=google&utm_medium=demand_gen&utm_campaign={campaignid}&utm_adgroup={adgroupid}&utm_content={creative}&g_nw={network}&g_dv={device}&g_pid={product_id}

UTM Parameters

Field	UTM Parameter	Value	Example
Campaign Source	utm_source	google/GAds/gads/google_ads (static)	gads
Campaign Medium	utm_medium	demand_gen/demandgen (static)	demand_gen
Google Ads Campaign ID	utm_campaign	{campaignid}	Campaign ID
Google Ads Ad Group ID	utm_adgroup	{adgroupid}	Ad Group ID
Google Ads Ad ID	utm_content	{creative}	Ad ID
Ad Network	g_nw	{network}	g, s, d, yt, etc. OR x OR will return no entry
Device Type	g_dv	{device}	m=mobile, t=tablet, c=computer
Merchant Center Product ID	g_pid	{product_id}	XYZ789 OR will return no entry

Following are the steps for the Search campaign: Note: These parameters can be added at either the Campaign level, Ad Group level, or Ad level, but ensure they are firing only once for any Ad.

Step 1: Click on Edit Settings of the Search Campaign

Step 2:Navigate to Campaign URL options

Step 3: Preview: utm_source=google&utm_medium=demand_gen&utm_campaign={campaignid}&utm_adgroup={adgroupid}&utm_content={creative}&g_nw={network}&g_dv={device}&g_pid={product_id}

Step 4:Click on Save all changes

Campaign Type: Standard Shopping Campaign

Final UTM Preview: *This is applicable for all Standard Shopping Campaigns

utm_source=google&utm_medium=shopping&utm_campaign={campaignid}&utm_adgroup={adgroupid}&utm_content={creative}&g_nw={network}&g_dv={device}&g_adtype={adtype}&g_pid={product_id}

UTM Parameters

Field	UTM Parameter	Value	Example
Campaign Source	utm_source	google/GAds/gads/google_ads (static)	gads
Campaign Medium	utm_medium	shopping (static)	shopping
Google Ads Campaign ID	utm_campaign	{campaignid}	Campaign ID
Google Ads Ad Group ID	utm_adgroup	{adgroupid}	Ad Group ID
Google Ads Ad ID	utm_content	{creative}	Ad ID
Ad Network	g_nw	{network}	g, s, d, yt, etc. OR x OR will return no entry
Device Type	g_dv	{device}	m=mobile, t=tablet, c=computer
Format of dynamically generated ad	g_adtype	{adtype}	The type of ad that was clicked on. – “pla” if the click is coming from a Shopping ad. – “pla_multichannel” if the clicked Shopping ad included options for both “online” and “local” shopping channels. – “pla_with_promotion” if the clicked Shopping ad displayed a merchant promotion. – “pla_with_pog” if the click is coming from a Purchases on Google-enabled Shopping ad. OR will return no entry
Merchant Center Product ID	g_pid	{product_id}	XYZ789 OR will return no entry

Following are the steps for the Search campaign: Note: These parameters can only be added at the Campaign level

Step 1: Click on Edit Settings of the Search Campaign

Step 2: Navigate to Other Settings -> Campaign URL options

Step 3: Paste the UTM parameters shared for Search Campaign in the Final URL suffix, as shown below

Preview: utm_source=google&utm_medium=shopping&utm_campaign={campaignid}&utm_adgroup={adgroupid}&utm_content={creative}&g_nw={network}&g_dv={device}&g_adtype={adtype}&g_pid={product_id}

Step 4: Click on Save