E-commerce
October 2, 2026
Wondering how to set up UTM parameters at the Google Ads account level to accurately track your campaigns? The answer is simple: enable GCLID auto-tagging, create an account-level tracking template, and automate custom parameters with a script. This approach saves you valuable time and eliminates manual entry errors.
However, not all analytics platforms read GCLID. UTM parameters remain the universal solution for your measurement tools, CRMs, and tracking systems. A thoughtful setup prevents missing or skewed data, especially when you are managing multiple campaigns.
So, how do you set up UTM parameters at the Google Ads account level? On the agenda:
Why use UTM parameters instead of GCLID?
How to enable GCLID auto-tagging in Google Ads?
What tracking template should you create for your URLs?
How to automate custom parameters with a script?
What checklist to use to verify your setup?
Let's get started. This setup will allow you to centralize tracking and get reliable reports, even at scale.
Summary
Why use UTM parameters instead of GCLID?
UTM parameters are snippets of code added to the end of a URL to track the origin of traffic. They were invented by Urchin Software, acquired by Google in 2005, and have become a standard for measuring campaign effectiveness. The GCLID (Google Click Identifier) is another method, specific to Google, which transmits detailed information from Google Ads to Google Analytics.
The GCLID is powerful, but it is not understood by all tools. CRMs, third-party advertising platforms, and some analytics software do not know how to interpret it. On the other hand, UTM parameters are universal: they work everywhere. This is why configuring them at the account level is essential for reliable tracking.
By automating this configuration, you avoid manual entry errors and save a considerable amount of time. You can thus focus on optimizing your campaigns rather than building URLs. Furthermore, a centralized approach facilitates maintenance and ensures that every link respects the same standards.
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How to enable GCLID auto-tagging in Google Ads?
GCLID auto-tagging is the easiest method to track your campaigns if you use Google Analytics. It automatically adds a unique identifier to each click on your ads, which allows you to link Google Ads data to Analytics data.
To enable it:
Open Google Ads and log in to your account.
Go to "Settings" at the account level, then "Account Settings".
Open the "Auto-tagging" section and check "Tag the URL that people click through from my ad".
Save your changes.
Once enabled, the GCLID is added to all your URLs. For example, your link will become: https://example.com?gclid=74974f7hw8hr7ie8wuy. This method is ideal for merchants who exclusively use Google Analytics. It offers precise conversion tracking and detailed click data.
Which tracking template should you create for your URLs?
The tracking template is the key to configuring UTM parameters at the account level. It is an URL template that Google Ads applies to all your ads. Here is an example:
{lpurl}?utm_source=google&utm_campaign={campaignid}&utm_medium=ad&utm_content={creative}&utm_term={keyword}
The parameter {lpurl} is replaced by your landing page URL. The other parameters are automatically populated by Google Ads using ValueTrack variables. For example, {campaignid} will be replaced by your campaign's unique identifier, and {keyword} by the keyword that triggered the ad.
To create this template:
Go to "Settings" at the account level, then "Account settings".
Open the "Tracking" section and paste your tracking template.
Test it with the "Test" button to verify that it works.
This template ensures that every click is correctly labeled, without manual intervention.
Which ValueTrack variables should you use to enrich your reports?
ValueTrack variables are dynamic parameters that Google Ads replaces with actual data. They allow you to customize your tracking effortlessly. Here are the main ones:
{campaignid}: the campaign ID (not its name).
{adgroupid}: the ad group ID.
{device}: the device type ("m" for mobile, "c" for computer, "t" for tablet).
{creative}: the unique ID of the ad.
{keyword}: the keyword that triggered the ad (not available for dynamic search ads).
You can combine these variables in your tracking template. For example, add &device={device} to find out whether your visitors are on mobile or computer. Always test your template to ensure that parameters are correctly generated. These variables enrich your reports and help you make informed decisions.
How to set custom parameters for your campaigns?
Custom parameters allow you to pass specific information to your campaigns or ad groups. They are defined at the campaign or ad group level and are referenced in the tracking template with curly braces and an underscore.
For example, if you define a custom parameter {_campaign} at the campaign level, your tracking template can include it: ?utm_source=google&campaign={_campaign}. Google Ads will then replace this variable with the value you have defined, such as "Amazing_Campaign".
Warning: if the parameter is not defined, Google Ads will replace it with an empty value. This can distort your data. To avoid this problem, automate the creation of these parameters with a script, as we will see. This approach ensures that each campaign is correctly identified in your analytics tools.
How to automate custom settings with a script?
Manually creating custom parameters for each campaign or ad group is tedious and error-prone. Fortunately, a Google Ads script can do it for you. A script is JavaScript code that interacts with the Google Ads API to automate tasks.
To create a script:
Open Google Ads and click on "Tools and settings" in the upper right corner.
Choose "Bulk actions" then "Scripts".
Click on the "+" button to create a new script.
The script can browse through all your campaigns and ad groups, then automatically set custom parameters based on their names. For example, it can create a {_campaign} parameter with the name of the campaign, making your reports easier to read. This automation significantly reduces the risk of human error.
What pitfalls should be avoided when configuring UTM parameters?
Setting up UTM parameters seems simple, but a few pitfalls can compromise your data. The first is forgetting the question mark (?) at the beginning of the parameter string. Without it, the URL is malformed and tracking fails.
The second pitfall is using invalid characters. Spaces, accents, and special symbols must be encoded (for example, %20 for a space). Google Ads often handles this automatically, but be careful if you create templates manually.
Finally, do not mix GCLID and UTMs without thinking. If you use both, make sure your tools can process them. Sometimes, the GCLID can create duplicates in your reports if you do not configure Google Analytics correctly. A good understanding of these pitfalls will save you some headaches.
How to test your UTM configuration before launching your campaigns?
Testing your configuration is crucial to ensure that everything works before launching your campaigns. Google Ads offers a "Test" button in the "Tracking" section of your account settings. It shows you a preview of the final URL with the parameters replaced.
You can also click on one of your ads in the preview and check the URL in the browser. Make sure that parameters like utm_source, utm_medium, and utm_campaign are present and correctly filled out.
Finally, check your data in Google Analytics or your tracking tool. After a few clicks, you should see the traffic labeled with your parameters. If this is not the case, go back to your tracking template and correct the errors. Rigorous testing guarantees the reliability of your data from the start.
What are the benefits of account-level UTM configuration?
Configuring UTM parameters at the account level offers several advantages. First, it saves you from repeating the same setup for each campaign. A single change applies to all your ads, saving you valuable time.
Second, it ensures consistency in your data. All your campaigns use the same model, which facilitates comparisons and analysis. You avoid manual data entry errors that can distort your reports.
Finally, this approach is scalable. Whether you have 10 or 100 campaigns, the configuration remains the same. This allows you to focus on optimizing your performance rather than technical management. It is a significant productivity gain for your marketing team.
How to integrate UTM parameters with your other tools?
UTM parameters are universal, but their integration with your other tools requires some thought. For example, if you use a CRM, make sure it can read UTM parameters to attribute leads to the right campaign.
For Google Analytics, the GCLID is more precise, but UTMs also work. You can combine both: enable auto-tagging for internal data and use UTMs for third-party tools. This gives you a complete view of your performance.
Also consider your landing pages. UTM parameters should not interfere with your site. If you are using a platform like Shopify, the parameters are generally ignored, but check that your theme is not blocking them. Seamless integration maximizes the value of your data.
How does Qstomy leverage your UTM parameters to improve your conversions?
Qstomy, the Shopify AI agent, uses your campaign data to improve the shopping experience and increase your conversions. Thanks to UTM parameters, Qstomy can identify where your visitors are coming from and adapt its recommendations accordingly.
For example, if a visitor arrives via a specific campaign, Qstomy can offer them complementary products or personalized deals. It can also track the customer journey from click to delivery, and step in if there is an issue with the package or the account.
With more than 100 merchants supported, Qstomy transforms your traffic data into concrete actions: recommendations, upsells, cross-sells, order tracking, and customer support. It is a major asset for maximizing the return on investment of your Google Ads campaigns. By fully leveraging your UTMs, you deliver a personalized experience that builds customer loyalty.
What checklist should you use to verify your UTM configuration?
Before launching your campaigns, verify that your UTM configuration is complete. Here is a quick checklist:
Auto-tagging enabled: is the GCLID properly enabled in the account settings?
Tracking template: have you pasted your template into the "Tracking" section?
ValueTrack variables: are you using the correct variables such as {campaignid} and {keyword}?
Custom parameters: have your scripts defined the parameters for each campaign?
Test: have you tested your URLs with the "Test" button?
In short: a account-level UTM configuration saves you time, prevents errors, and improves the reliability of your data. It is a technical investment that pays off in the long run. By following this checklist, you can be sure you won't forget anything.
FAQ: Frequently Asked Questions
Can I use UTMs without Google Analytics? Yes, UTMs work with any analytics tool that supports them.
Is the GCLID mandatory? No, but it is recommended if you are using Google Analytics for accurate tracking.
Are Google Ads scripts difficult to create? Not necessarily, but they do require some knowledge of JavaScript. You can also use existing templates.
To go further: Can you use Wix for an e-commerce site? - Qstomy, Integrating customer service answers into an e-commerce SEO strategy useful to customers - Qstomy, Analyzing e-commerce conversations: understanding the real customer questions - Qstomy, Google Analytics for marketing: ads, traffic, and performance (GA4) - Qstomy, How does Google rank Shopping ads? Ad Rank, feeds, and bidding - Qstomy, How to create a payment gateway for an e-commerce site? - Qstomy, Which platform to choose to create an e-commerce site? - Qstomy.
Enzo
October 2, 2026
