Google Ads UTM Tagging

Ruler supports Google's standard UTM parameters alongside Google Ads ValueTrack parameters to provide accurate attribution and detailed campaign reporting.

If Google Ads auto-tagging is enabled, Ruler will attribute conversions using the gclid parameter. However, gclid alone does not provide all of the information needed for detailed reporting, campaign drill-downs, or spend mapping.

For the best reporting experience, we recommend using Google Ads auto-tagging together with a tracking template that appends additional UTM and ValueTrack parameters to your landing page URLs.

Adding these parameters does not interfere with Google Ads auto-tagging.

Supported Parameters

Ruler supports the following parameters for Google Ads attribution.

Minimum Recommended Configuration

For reliable attribution and reporting, we recommend including at least:

• utm_source=google
• utm_medium=cpc
• campaign_id={campaignid}
• ad_group_id={adgroupid}
• ad_id={creative}
• keyword_id={targetid}
• utm_term={keyword}

Adding utm_campaign is strongly recommended if you want campaign names to appear in Ruler reports.

Important

Not including Rulers recommended ID values can result in gaps and (notset) in Ruler reports.

Account-level Tracking Template (Recommended)

Applying a tracking template at the account level ensures all campaigns inherit the same configuration automatically.

In Google Ads navigate to:

Admin → Account settings → Tracking template

Paste the following into the Tracking template field:

{lpurl}?utm_term={keyword}&utm_source=google&utm_medium=cpc&campaign_id={campaignid}&ad_group_id={adgroupid}&ad_id={creative}&keyword_id={targetid}

Save your changes.

This configuration provides the core information required for Ruler reporting.

You can include additional Google-supported UTM parameters if required. As long as you continue to use standard Google UTM parameters and supported ValueTrack parameters, they will not interfere with Ruler attribution.

Campaign-level Tracking Template

Campaign names are not available as a Google Ads ValueTrack parameter, so if you want to capture a campaign name in utm_campaign, you'll need to configure it manually.

Navigate to:

Campaigns → Campaign Settings → Additional settings → Campaign URL options

Paste the following into the Tracking template field:

{lpurl}?utm_term={keyword}&utm_source=google&utm_medium=cpc&utm_campaign=YOUR_CAMPAIGN_NAME&campaign_id={campaignid}&ad_group_id={adgroupid}&ad_id={creative}&keyword_id={targetid}

Replace:

YOUR_CAMPAIGN_NAME

with the name you want Ruler to report for that campaign.

Repeat this process for each campaign where you want to capture a campaign name.

Test Your Tracking

After saving your tracking template:

1. Click Test.
2. Confirm the final URL resolves correctly.
3. Publish your changes.

We recommend testing each live campaign after making changes to ensure tracking is working as expected.

Frequently Asked Questions

What if I already have UTM parameters?

If you already have UTM tagging configured, you do not need to replace your existing setup. Simply append Ruler's recommended ID parameters (campaign_id, ad_group_id, ad_id, and keyword_id) to your existing tracking template or landing page URLs. This allows Ruler to provide more granular attribution and reporting while preserving your current UTM strategy.

What happens if I don't update my UTM tagging?

Ruler will still attribute Google Ads traffic using the gclid parameter if auto-tagging is enabled. However, without the recommended UTM and ValueTrack parameters, your reporting will be significantly less detailed. You may see a large number of "(not set)" values in reports, limiting your ability to analyse campaign, ad group, keyword, and creative performance, as well as affecting spend mapping and report drill-downs.

Need Help?

If you're unsure about your existing Google Ads URL tagging or would like advice on the best configuration for your account, our support team is happy to help.

You can also learn more about Google Ads ValueTrack parameters in Google's documentation:

https://support.google.com/google-ads/answer/630534