utm_term vs gclid: When to Use Which for Search Tracking

Common confusion: "Should I add utm_term to my Google Ads to track keywords?"

Short answer: No. Google Ads uses gclid (auto-tagging), which already captures keyword data automatically.

But what about Bing, DuckDuckGo, and other search engines? That's when you use utm_term.

This guide clarifies exactly when to use gclid, when to use utm_term, and why mixing them breaks your tracking.

The Key Difference

gclid (Google Click Identifier)

What it is: Google's auto-tagging parameter

Format:

?gclid=Cj0KCQjw...abc123xyz

What it captures:

• Keyword that triggered ad
• Match type (exact, phrase, broad)
• Ad group
• Campaign
• Device
• Location
• And 20+ other data points

Platforms that use it:

• ✅ Google Ads ONLY

Your action: Enable auto-tagging, don't add manual UTMs

utm_term

What it is: Manual UTM parameter for keywords

Format:

?utm_term=buy-crm-software

What it captures:

• The keyword (only)

Platforms that use it:

• ❌ NOT Google Ads
• ✅ Bing Ads (manual UTMs)
• ✅ DuckDuckGo Ads
• ✅ Baidu, Yandex, Yahoo
• ✅ Any search engine without auto-tagging

Your action: Add manually using platform's keyword macro

Decision Matrix

When to Use gclid

Scenario: Running Google Ads

Setup:

1. Google Ads → Settings → Account settings
2. Auto-tagging: ON
3. Save

URL result:

https://yoursite.com/demo?gclid=abc123xyz

DO NOT add:

❌ ?gclid=abc123&utm_term=keyword
(utm_term unnecessary and breaks tracking)

Why gclid is better:

• Captures 20+ data points (not just keyword)
• Automatic (no manual setup needed)
• Cost data auto-imports to GA4
• Match type data included
• More accurate than manual UTMs

When to Use utm_term

Scenario: Running Bing Ads (or other non-Google search)

Setup:

Bing Ads destination URL:

?utm_source=bing&utm_medium=cpc&utm_campaign=product-search&utm_term=`{"{"}{"{"}QueryString{"}"}{"}"}}`

URL result:

https://yoursite.com/demo?utm_source=bing&utm_medium=cpc&utm_campaign=product-search&utm_term=buy-crm-software

Why utm_term here:

• Bing doesn't have gclid
• If not using Bing auto-tagging (msclkid), need manual UTMs
• utm_term is the standard way to track keywords manually

Google Ads: Why NOT to Use utm_term

What Happens If You Mix

Wrong setup:

Google Ads with auto-tagging ON + manual UTMs:
?gclid=abc123&utm_source=google&utm_medium=cpc&utm_term=keyword

Problems:

1. Overrides auto-tagging: gclid data replaced by manual UTMs
2. Lose keyword match type: gclid includes it, utm_term doesn't
3. Lose ad group data: gclid has it, manual UTMs don't
4. Cost import breaks: GA4 can't match cost data
5. More work: Manual effort vs automatic

Result: Worse tracking than just using gclid alone.

Google Ads: The Right Way

Correct setup:

1. Enable auto-tagging
2. Don't add ANY manual UTM parameters
3. Let gclid handle everything

URL:

https://yoursite.com/demo?gclid=Cj0KCQjw...abc123xyz

What GA4 receives:

• Source: google
• Medium: cpc
• Campaign: [your Google Ads campaign name]
• Keyword: [the search term]
• Match type: [exact/phrase/broad]
• Ad group: [your ad group]
• Device: [desktop/mobile/tablet]
• Cost data: Automatic import

No manual UTMs needed.

Other Search Platforms

Microsoft Ads (Bing)

Has auto-tagging option: msclkid

Option 1: Use auto-tagging (recommended)

Enable in Bing Ads settings
URL: ?msclkid=abc123xyz

Option 2: Manual UTMs with utm_term

?utm_source=bing&utm_medium=cpc&utm_campaign=product-search&utm_term=`{"{"}{"{"}QueryString{"}"}{"}"}}`

Recommendation: Use msclkid (auto-tagging) for easier setup.

DuckDuckGo Ads

No auto-tagging. Must use manual UTMs:

?utm_source=duckduckgo&utm_medium=cpc&utm_campaign=product-search&utm_term=`{"{"}{"{"}keyword{"}"}{"}"}}`

International Search Engines

Baidu, Yandex, Yahoo, etc. - most have NO auto-tagging:

Baidu:
?utm_source=baidu&utm_medium=cpc&utm_campaign=product-search&utm_term=`{"{"}{"{"}keyword{"}"}{"}"}}`

Yandex:
?utm_source=yandex&utm_medium=cpc&utm_campaign=product-search&utm_term=`{"{"}{"{"}keyword{"}"}{"}"}}`

Real Example: Mixing gclid + utm_term Gone Wrong

Client: Running Google Ads with auto-tagging ON

Someone added manual UTMs:

?gclid=abc123&utm_source=google&utm_medium=cpc&utm_campaign=product-search&utm_term=`{"{"}{"{"}keyword{"}"}{"}"}}`

Problems Discovered

Problem #1: Cost Import Broke

Before: GA4 automatically imported Google Ads cost data After: GA4 couldn't match cost → ROAS metrics unavailable

Problem #2: Campaign Names Duplicated

Before:

Campaign: Product Search (from gclid)

After:

Campaign 1: Product Search (from gclid)
Campaign 2: product-search (from utm_campaign)

GA4 showed TWO campaigns for same traffic (data fragmented).

Problem #3: Keyword Match Type Lost

Before:

GA4 showed:
- "buy crm" (exact match) - 15% CVR
- "buy crm" (broad match) - 5% CVR

After:

GA4 showed:
- "buy crm" (no match type) - 10% combined CVR

Lost ability to optimize by match type.

Problem #4: More Manual Work

Before: Set up once, forget After: Had to manually update UTMs for every new campaign

The Fix

Removed all manual UTMs:

Before:
?gclid=abc123&utm_source=google&utm_medium=cpc&utm_campaign=product-search&utm_term=keyword

After:
?gclid=abc123

Result:

• Cost import working again
• No duplicate campaigns
• Match type data restored
• No manual UTM maintenance

Comparison Table

Winner for Google Ads: gclid (no contest)

Use utm_term for: Everything except Google Ads

Common Mistakes

Mistake #1: Adding utm_term to Google Ads

Wrong:

?gclid=abc123&utm_term=buy-crm-software

Problem: Breaks auto-tagging, adds no value.

Fix: Remove all manual UTMs, use gclid only.

Mistake #2: Not Using Any Tracking for Non-Google Search

Wrong:

Bing Ads with no tracking:
https://yoursite.com/demo

Problem: Can't see which keywords convert.

Fix: Add utm_term:

?utm_source=bing&utm_medium=cpc&utm_campaign=product-search&utm_term=`{"{"}{"{"}QueryString{"}"}{"}"}}`

Mistake #3: Using gclid Manually

Wrong:

Bing Ads: ?gclid=abc123

Problem: gclid only works for Google Ads. Other platforms won't recognize it.

Fix: Use utm_term for non-Google platforms.

Mistake #4: Disabling Auto-Tagging to Use Manual UTMs

Wrong: Disable Google Ads auto-tagging to add utm_term

Problem: Lose 20+ data points for no benefit.

Fix: Keep auto-tagging ON, don't add manual UTMs.

When You Might Use Both (Rare)

Multi-Platform Campaigns

Scenario: Same landing page, traffic from Google Ads + Bing Ads

Google Ads:

?gclid=abc123

Bing Ads:

?utm_source=bing&utm_medium=cpc&utm_campaign=product-search&utm_term=`{"{"}{"{"}QueryString{"}"}{"}"}}`

Note: These are DIFFERENT URLs for different platforms, not both on same URL.

Quick Decision Guide

Ask yourself:

"Am I running Google Ads?"

Yes → Use gclid

• Enable auto-tagging in Google Ads
• Don't add manual UTMs
• Let gclid handle everything

No → Proceed to next question

"Does my search platform have auto-tagging?"

Yes (Bing with msclkid, Facebook with fbclid) → Use auto-tagging

• Enable platform's auto-tagging
• Don't add manual UTMs

No (DuckDuckGo, Baidu, Yandex, etc.) → Use utm_term

• Add manual UTMs with utm_term
• Use platform's keyword macro

Prevention Checklist

✅ Google Ads: Use auto-tagging (gclid), no manual UTMs ✅ Microsoft Ads: Use auto-tagging (msclkid) OR manual utm_term ✅ DuckDuckGo, Baidu, Yandex: Use manual utm_term ✅ Never mix gclid + manual UTMs ✅ Never add utm_term to Google Ads ✅ Document which platforms use what tracking method ✅ Train team on correct setup for each platform

FAQ

Can I use gclid for non-Google platforms?

No. gclid is proprietary to Google. Other platforms won't recognize it.

Each platform has own auto-tag:

• Google: gclid
• Facebook: fbclid
• Microsoft: msclkid
• LinkedIn: li_fat_id
• TikTok: ttclid
• Twitter: twclid

What if I want more control than gclid provides?

You can't. gclid is automatic, non-customizable.

What you CAN control:

• Campaign names in Google Ads (show in GA4)
• Ad group names
• Ad copy

What you CAN'T control:

• gclid parameter value (Google-generated)
• Which data points gclid captures

Accept the trade-off: Less control, but more data and zero maintenance.

Does utm_term work with gclid?

Technically yes, but DON'T DO IT.

❌ ?gclid=abc123&utm_term=keyword

Why not:

• gclid already includes keyword
• Adding utm_term can break auto-tagging
• Adds no value
• Just creates confusion

Can I see keyword data without utm_term or gclid?

For paid search: No. You must use one of:

• gclid (Google Ads auto-tagging)
• msclkid (Bing auto-tagging)
• utm_term (manual tracking)

For organic search:

• Google Search Console (keyword query report)
• GA4's organic search report (limited data)

What if my Google Ads auto-tagging is disabled?

Re-enable it immediately:

1. Google Ads → Settings → Account settings
2. Auto-tagging: ON
3. Save

Why: Auto-tagging provides 10x more data than manual UTMs with zero maintenance.

Only disable if: Your analytics platform doesn't support gclid (extremely rare).

How do I check if auto-tagging is working?

Test:

1. Click your Google Ad (or use ad preview)
2. Look at browser URL
3. Confirm you see ?gclid=...

If no gclid:

• Auto-tagging is OFF (enable in Google Ads settings)
• OR you have manual UTMs overriding it (remove them)

Conclusion

Simple rule:

Google Ads → Use gclid (auto-tagging)

• Enable auto-tagging
• Remove all manual UTMs
• Let Google handle keyword tracking

All other search platforms → Use utm_term

• Add manual UTMs
• Include utm_term with keyword macro
• Example: &utm_term={"{"}{"{"}QueryString{"}"}{"}"}}

Never mix gclid + utm_term on same URL. Use one or the other, not both.

Result: Clean keyword tracking, accurate cost data, minimal maintenance.

Related: Paid Search Keyword Tracking Complete Guide