How to Bulk Add UTM Parameters to Google Ads?

Where to Add UTMs in Google Ads (So You Can Truly Do It in Bulk)

When people ask how to “bulk add UTM parameters” in Google Ads, what they usually mean is: “How do I avoid editing hundreds (or thousands) of ads and keywords one by one, while still getting clean, consistent campaign tracking in Analytics?” The key is choosing the right URL field, at the right level of the account, so your UTMs automatically apply everywhere you need them.

In Google Ads, you typically have three relevant tools for this job: the Final URL (your landing page), the Final URL suffix (parameters appended to your landing page), and the Tracking template (used to build an “expanded URL” and often used for third-party tracking/redirects). If your goal is simply “add UTMs to the landing page,” the Final URL suffix is the workhorse—because it’s designed specifically to append parameters to the landing page without forcing you into redirect logic.

Final URL Suffix vs. Tracking Template (the simple rule)

Use Final URL suffix when your UTMs are meant to reach your site and be read by Analytics or your backend. This keeps your setup clean and minimizes weird edge cases caused by redirect chains.

Use Tracking template when you must route clicks through a tracking service (often with redirects). If you use a tracking template, it must include a landing-page insertion parameter (most commonly {lpurl}) or your final landing page can break. In other words: tracking templates are powerful, but they’re also where I see the most self-inflicted tracking problems.

How “inheritance” works (why account-level is the fastest bulk method)

Google Ads URL options can be set at multiple levels (account, campaign, ad group, ad, keyword, and in some cases asset/asset group). The most specific level wins. That means if you apply a Final URL suffix at the account level, it can automatically cover most of your account—unless you override it somewhere more specific. This is exactly why account-level is the best “bulk add” approach in most real accounts.

Method 1 (Fastest): Add UTMs Once at the Account Level

If your tracking strategy is consistent across the account (same utm_source and utm_medium conventions, and you’re okay using IDs or stable placeholders for campaign/ad group identifiers), this is the cleanest approach and the easiest to maintain long term.

Step-by-step: Account-level Final URL suffix

1. Open your Google Ads account and go to Admin.
2. Go to Account settings, then open the area for Tracking / Tracking template settings.
3. Find the Final URL suffix field.
4. Paste your UTM string (details and examples below), then Save.

What to paste: In most cases you should enter only the query-string portion (everything after the ?), like utm_source=... and utm_medium=..., separated by &. Google Ads will append this to your landing page.

A proven “default” UTM suffix I use in many accounts

If you want a solid baseline for Analytics reporting (especially GA4), start with:

utm_source=google&utm_medium=cpc&utm_campaign={campaignid}&utm_content={adgroupid}

This approach trades “pretty names” for consistency and scale. IDs don’t change when someone renames a campaign, and they don’t break when you copy/paste campaigns across markets. If you also want to capture the user’s query/keyword context for Search campaigns, you can extend it carefully (with the understanding that some campaign types won’t populate certain parameters):

utm_source=google&utm_medium=cpc&utm_campaign={campaignid}&utm_content={adgroupid}&utm_term={keyword}

Method 2 (Most Scalable): Use Custom Parameters to Keep UTMs Human-Readable

A common frustration is that {campaignid} isn’t readable in Analytics. You can solve this without abandoning bulk management by using custom parameters as a naming layer you control, then referencing those custom parameters inside your Final URL suffix or tracking template.

Custom parameters have a name (up to 16 characters) and a value (up to 250 characters). The value can include dynamic ad parameters. Practically, that means you can define things like {_campaign}=brand_search_us at the campaign level, and {_adgroup}=competitors at the ad group level, then build UTMs from those.

The clean pattern (what I recommend for most growing accounts)

1) Set a single account-level Final URL suffix that references your custom parameters, like:

utm_source=google&utm_medium=cpc&utm_campaign={_campaign}&utm_content={_adgroup}

2) Define the custom parameters at the level where they should differ:

Set {_campaign} at the campaign level so every campaign can have a neat naming convention. Set {_adgroup} at the ad group level if you want deeper creative/ad group analysis in Analytics.

Step-by-step: Create custom parameters in bulk

For most advertisers, campaign-level and ad group-level custom parameters are the sweet spot because they scale cleanly and don’t require touching every ad.

1. Go to Campaigns (or Ad groups), then open the relevant view where URL options are available.
2. Open the campaign (or ad group) settings area that includes Custom parameters.
3. Add your parameter name and value, such as {_campaign}=spring_sale_us.
4. Save changes, and repeat via bulk workflows (editor/import) if you have many campaigns.

This is one of the highest-leverage tracking setups you can implement: you get clean UTMs in Analytics while keeping the Google Ads side maintainable.

Method 3 (True Bulk Editing): Use Google Ads Editor and CSV Import/Export

If you need to apply UTMs to thousands of items that don’t share a clean account-level rule (or you inherited an account with inconsistent URL structures), Google Ads Editor is usually the fastest way to do “real bulk” work without risking UI timeouts and missed rows.

In Editor, you can update URL fields at scale and push changes back to Google Ads. For bulk UTM work, the two columns you’ll care about most are typically Final URL suffix and Tracking template (plus Final URLs if you’re also cleaning landing pages).

How I run bulk UTM projects safely in Editor

1. Download the latest changes into Google Ads Editor.
2. Export the relevant entities (campaigns, ad groups, ads, keywords, or assets—depending on where you want the UTMs applied).
3. Populate the Final URL suffix column with your UTM string (or your custom-parameter-based suffix).
4. If you’re using a tracking template, confirm it contains a proper landing page insertion parameter (most commonly {lpurl}).
5. Check for mixed protocols, double question marks, and already-tagged URLs that would cause duplicate UTMs.
6. Post changes and monitor any disapprovals or “destination mismatch” type issues immediately.

If you manage accounts in a manager platform environment

If you’re working inside a manager workflow that supports bulk uploads via spreadsheets, tracking fields such as Tracking template, Final URL suffix, and Custom parameters are commonly available in bulk upload templates. This can be a practical option when multiple stakeholders need to review the tracking logic before it goes live.

Special Cases: Performance Max, Assets, and “Why Is My UTM Not Showing Up?”

Performance Max (asset group URL options)

Performance Max campaigns can support URL options at the asset group level, including a tracking template, final URL suffix, and custom parameters. This is especially useful when you want Analytics segmentation by asset group, without creating separate campaigns.

Auto-tagging + UTMs in GA4 (avoid messy reporting)

If you’re using Analytics (especially GA4) and you add UTMs to Google Ads traffic, be deliberate. In many setups, auto-tagging identifies Google Ads traffic cleanly. But if a click identifier can’t be used as intended, the presence of any UTM parameters can cause Analytics to rely heavily on UTMs for traffic-source classification. In plain English: don’t set one UTM “sometimes.” If you’re going to set UTMs, set a complete, consistent set (at minimum: utm_source, utm_medium, utm_campaign, and often utm_id / utm_source_platform depending on how you report).

Quick troubleshooting checklist (when UTMs don’t appear or look wrong)

• Check the “expanded URL” (not just the Final URL) to confirm where the parameters are being assembled.
• Confirm you didn’t override the suffix at a more specific level (campaign vs. ad group vs. keyword vs. ad).
• If using a tracking template, confirm it includes {lpurl} (or another valid final URL insertion parameter) so the landing page doesn’t break.
• Avoid duplicating UTMs by adding them both in the Final URL and again in the Final URL suffix.
• Be careful with redirects and mismatched final destinations; tracking setups that redirect incorrectly can create policy issues and “destination not working” scenarios.

In most accounts I audit, the winning combination is: account-level Final URL suffix for global consistency, plus campaign/ad group custom parameters when you need readable Analytics naming. It’s fast to deploy, easy to maintain, and it scales cleanly as your account grows.

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Once you’ve chosen the right place to manage UTMs in Google Ads (most teams stick to the Final URL suffix for clean, consistent bulk control, and use tracking templates only when a redirect or third-party tracker is required), the challenge becomes keeping everything standardized over time across campaigns, ad groups, and formats like Performance Max. Blobr is a Google Ads AI platform that connects to your account and runs specialized agents to continuously audit and improve day-to-day setup details—helping you catch inconsistencies, avoid messy URL overrides, and maintain reliable naming and tracking hygiene alongside broader optimizations like keywords, ads, and landing page alignment—while you stay in control of what it reviews and what you apply.