How Does AdWords Auto-Tag the UTM Content Field?

Vlad Niculescu
Vlad Niculescu

CEO @ Flowpoint

08 February 2024

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How Does AdWords Auto-Tag the UTM Content Field?

Google AdWords, a cornerstone tool for digital advertisers, offers a robust feature known as auto-tagging to streamline the tracking of ad campaigns. Auto-tagging automatically appends a parameter to URLs in your ads, enabling seamless integration with Google Analytics and other analytics platforms. This feature is pivotal for marketers seeking to measure the performance of their AdWords campaigns accurately. But how does AdWords auto-tag the UTM content field, and why is this important for your digital marketing efforts?

Understanding Auto-Tagging in AdWords

Auto-tagging is designed to simplify campaign tracking by automatically attaching a unique parameter, gclid (Google Click Identifier), to the URL of an ad whenever it's clicked. This gclid parameter is a unique identifier that allows Google Analytics to attribute specific session data back to a particular click on an AdWords ad.

The Role of UTM Parameters

UTM parameters, short for Urchin Tracking Module parameters, are used to track the effectiveness of online marketing campaigns across traffic sources and publishing media. The five main UTM parameters are:

  • utm_source
  • utm_medium
  • utm_campaign
  • utm_term
  • utm_content

Each parameter serves to provide detailed insights into the performance of your campaigns, from the traffic source to the specific content that was clicked.

Auto-Tagging and the UTM Content Field

The UTM content field (utm_content) is designed to differentiate similar content or links within the same ad. This could be particularly useful for A/B testing or for distinguishing between text and image ads that direct to the same URL.

When it comes to auto-tagging, AdWords does not directly auto-tag the UTM content field. Instead, auto-tagging focuses on the gclid parameter. However, you can manually add UTM parameters, including utm_content, to your URLs for more granular tracking.

For campaigns where detailed content differentiation is crucial, digital marketers often manually tag their URLs with specific UTM parameters, including utm_content, to complement the auto-tagged gclid. This hybrid approach ensures that while you benefit from the comprehensive tracking facilitated by the gclid parameter, you also retain the ability to segment and analyze your data based on the content that drove the click.

Best Practices for Using Auto-Tagging with UTM Parameters

  1. Enable Auto-Tagging in AdWords: Ensure that auto-tagging is enabled in your AdWords account to automatically append the gclid parameter to your URLs, facilitating seamless data integration with Google Analytics.
  2. Manually Append UTM Parameters for Granular Tracking: While relying on auto-tagging for general campaign data, manually add UTM parameters, including utm_content, for deeper insights into the performance of specific ad content.
  3. Consistency in Tagging: Maintain consistency in your use of UTM parameters across campaigns to ensure accurate and comparable data analysis.
  4. Use URL Builders: Leverage tools like Google's Campaign URL Builder to correctly format your URLs with UTM parameters, minimizing errors and saving time.


While AdWords' auto-tagging feature does not automatically populate the UTM content field, the combination of auto-tagging with manual UTM parameter tagging offers digital marketers a powerful toolset for tracking and analyzing their advertising efforts. By understanding how to effectively use both auto-tagging and UTM parameters, marketers can gain detailed insights into campaign performance, optimizing their strategies for maximum ROI. Embracing this dual approach allows for precise tracking of ad content effectiveness, ensuring that every element of your digital marketing campaigns is measured and optimized for success.

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