Google Ads Tracking: When to Skip UTM Parameters

Your Google Ads campaigns include both auto-tagging (gclid) and manual UTM parameters. While this doesn't break tracking, the UTMs are redundant—Google's auto-tagging handles everything.

Here's why you can simplify and how to clean up your tracking setup.

What's Happening

Google Ads automatically adds gclid (Google Click Identifier) to track clicks. GA4 recognizes gclid and properly classifies traffic as Google Ads without needing manual UTM parameters.

When you also add manual UTMs:

yoursite.com?gclid=abc123&utm_source=google&utm_medium=cpc&utm_campaign=summer

Important: GA4 does NOT create duplicate sessions. Auto-tagging takes precedence over manual UTMs. The UTMs are simply ignored, making them unnecessary overhead in your URLs.

Why Auto-Tagging Takes Precedence

GA4's attribution logic follows a specific priority:

Attribution Priority Order:

1. Platform click IDs (gclid, gbraid, wbraid) - Highest priority
2. Manual UTM parameters - Medium priority
3. HTTP referrer - Lowest priority

When both gclid and UTMs are present, GA4 uses the gclid data and ignores the UTMs completely.

The Simplification

You can remove manual UTM parameters from Google Ads since auto-tagging handles attribution automatically.

Step-by-Step Cleanup

1. Verify Auto-Tagging is Enabled

1. Open Google Ads
2. Click Settings → Account Settings
3. Find Auto-tagging section
4. Verify: "Tag the URL that people click through from my ad" is ON
5. If disabled, enable it and click Save

2. Remove Manual UTMs from Campaigns

Google Ads has several places where UTMs might be added:

Option A: Campaign-level tracking template

1. Navigate to Campaigns → Select campaign
2. Click Settings
3. Scroll to Campaign URL options
4. Remove any ?utm_source= or &utm_ parameters from tracking template
5. Save

Option B: Ad group tracking template

1. Navigate to Ad groups → Select ad group
2. Click Settings → Ad group URL options
3. Remove UTM parameters
4. Save

Option C: Final URL suffix

1. Navigate to Ads → Select ad
2. Check Final URL suffix field
3. Remove any UTM parameters (keep gclid-related parameters if present)
4. Save

Before cleanup:

Tracking template: {lpurl}?utm_source=google&utm_medium=cpc&utm_campaign={campaignid}

After cleanup:

Tracking template: {lpurl}

Google Ads continues tracking automatically with gclid appended to all clicks.

What Google's Auto-Tagging Captures

When you rely on gclid alone, you still get complete attribution data:

All this data flows into GA4 automatically without manual UTM configuration.

When UTMs ARE Useful for Google Ads

While UTMs are redundant for standard Google Ads tracking, there are a few edge cases where you might want to keep them:

1. Non-Google Analytics Tools

If you use analytics platforms that don't recognize gclid (e.g., some proprietary analytics tools), manual UTMs provide a fallback.

2. Custom Campaign Grouping

If you want to override Google's automatic campaign naming with your own custom structure:

?utm_campaign=q4_black_friday_promo

This appears in GA4 reports instead of the Google Ads campaign name.

3. Multi-Channel Reporting

For internal reporting systems that aggregate data from multiple ad platforms, standardized UTM naming conventions can simplify analysis.

Example:

utm_source=google
utm_medium=paid-search
utm_campaign=2025_q1_brand
utm_content=headline_variant_a
utm_term={keyword}

What Changes After Cleanup

Before (gclid + UTMs):

• URL: yoursite.com/product?gclid=abc123&utm_source=google&utm_medium=cpc&utm_campaign=spring
• UTMs ignored by GA4
• Longer URLs (character bloat)
• Manual maintenance required

After (gclid only):

• URL: yoursite.com/product?gclid=abc123
• Cleaner URLs
• Same tracking accuracy
• Zero manual maintenance

Troubleshooting

Issue 1: GA4 Shows Google Ads as "(direct) / (none)"

Problem: After removing UTMs, Google Ads traffic appears as direct traffic.

Cause: Auto-tagging disabled or gclid being stripped.

Fix:

1. Verify auto-tagging enabled in Google Ads
2. Check for URL redirects removing gclid:
   • Landing page 301/302 redirects
   • JavaScript redirects
   • Server-side redirects
3. Ensure Google Ads and GA4 are properly linked:
   • GA4 Admin → Google Ads Links → Verify linked
4. Wait 24-48h for data to normalize

Issue 2: Historical Data Shows Different Campaign Names

Problem: After removing UTMs, campaign names changed in GA4 reports.

Cause: GA4 now uses Google Ads campaign names instead of utm_campaign values.

Reality: This is expected. Historical data (with UTMs) will differ from new data (gclid-only).

Action: Accept data discontinuity or keep UTMs for consistency.

Issue 3: gclid Parameter Missing from URLs

Problem: Users click ads but gclid doesn't appear in landing page URL.

Cause: Auto-tagging not working properly.

Fix:

1. Check for server-side redirects stripping query parameters
2. Verify landing page doesn't use JavaScript to modify URL
3. Test with Google's Campaign URL Builder:
   • Create test URL with manual parameters
   • Run test campaign
   • Verify gclid appears in browser address bar after click

FAQ

Will removing UTMs break my tracking?

No. GA4 reads gclid automatically and provides full campaign attribution. Removing UTMs has no effect on tracking accuracy.

Should I remove UTMs from all Google Ads campaigns?

It's optional but recommended. UTMs don't harm tracking—they're just unnecessary overhead for Google Ads. Clean URLs perform better and are easier to manage.

Can I use UTMs for some campaigns and gclid-only for others?

Yes, but it creates inconsistent reporting. For best results, pick one approach and apply it across all campaigns.

Do UTMs help with conversion tracking?

No. Conversion tracking relies on gclid and GA4 events, not UTM parameters. UTMs only affect traffic source attribution in reports.

What about gbraid and wbraid?

These are Google's alternative click IDs for Safari/iOS (gbraid) and iOS app campaigns (wbraid). Same principle applies: manual UTMs are redundant when these auto-tagging parameters are present.

Will this affect my Google Ads optimization?

No. Google Ads optimization uses data from gclid, not UTMs. Removing UTMs doesn't impact bidding, targeting, or campaign performance.

Can I track ad-level performance without utm_content?

Yes. gclid captures which specific ad was clicked. View ad-level performance in GA4 by linking Google Ads account and checking the "Google Ads Campaigns" report.

How do I test if auto-tagging is working?

1. Create test ad with small budget
2. Click your own ad
3. Check landing page URL in browser
4. Verify ?gclid= parameter present
5. Check GA4 Real-time report
6. Confirm traffic shows as "google / cpc"

What if I'm using Google Tag Manager?

gclid works with GTM. Ensure GA4 tag in GTM has auto-link domains configured if you track across multiple domains.

Do I need to re-import cost data after removing UTMs?

No. Google Ads cost data import relies on account linking, not UTM parameters. Cost data continues flowing into GA4 automatically.

Related Resources

Internal Guides

• gclid vs Manual UTM Parameters - Complete comparison
• Fix gbraid UTM Conflicts - Safari tracking cleanup
• Google Ads Double Sessions Fix - Troubleshooting duplicate data
• Platform Click ID Conflicts - Auto-tagging across all platforms

Google Official Documentation

• Enable auto-tagging - Official Google Ads guide
• About auto-tagging - GA4 auto-tagging explanation

Conclusion

Manual UTM parameters are optional for Google Ads. Auto-tagging with gclid provides complete attribution without manual configuration.

Cleanup checklist:

• ✅ Verify auto-tagging enabled in Google Ads account settings
• ✅ Remove manual UTMs from tracking templates
• ✅ Remove UTMs from final URL suffixes
• ✅ Test with small campaign to verify gclid appears
• ✅ Monitor GA4 reports to confirm proper attribution

Result: Cleaner URLs, simpler campaign management, and identical tracking accuracy.

Related Documentation:

• Platform Click ID Conflicts
• Google Ads Auto-Tagging Validation