By leveraging this data, marketers can understand the performance of their ads, campaigns, and keywords, ultimately leading to better decisions and optimized ad spend.

Auto-tagging DV360

Auto-tagging is a feature that automatically adds a specific parameter—called a Google Click Identifier (GCLID)—to the URLs of ads in Google Ads campaigns. When someone clicks on your ad, the GCLID is appended to the URL, which allows Google Analytics and other tracking tools to capture detailed information about the click. This data includes metrics such as:

Google Ads auto-tagging vs UTM

Auto-tagging was designed to simplify the tracking process for marketers, eliminating the need to manually add tags, called UTM parameters, to every URL in their ad campaigns. Before auto-tagging, advertisers had to tag each ad with UTM parameters to track performance in Google Analytics. This process was not only time-consuming but also prone to human error.

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While auto-tagging is ideal for Google Ads campaigns, UTM parameters provide more flexibility across different platforms. Here’s a breakdown of when to use each:

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* At least 8 characters in length * Contain at least 3 of the following 4 types of characters: * lower case letters (a-z) * upper case letters (A-Z) * numbers (i.e. 0-9) * special characters (e.g. !@#$%^&*)

When auto-tagging is enabled in Google Ads, a unique GCLID is attached to the URL whenever someone clicks on one of your ads. This GCLID is then passed to Google Analytics, where it is decoded into detailed campaign data. Here’s how the process works:

Auto taggingexamples

Auto-tagging provides several key benefits for marketers, making it an essential feature for anyone managing PPC campaigns. Here are some of its advantages:

Auto tagginggoogle

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Auto-tagging GA4

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Some marketers choose to use both UTM parameters and auto-tagging simultaneously to cover all their tracking needs, ensuring consistency and accuracy across platforms.

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* At least 8 characters in length * Contain at least 3 of the following 4 types of characters: * lower case letters (a-z) * upper case letters (A-Z) * numbers (i.e. 0-9) * special characters (e.g. !@#$%^&*)