For a manually controlled Google Ads link, source usually identifies Google and medium identifies paid search.
Search example
utm_source=google&utm_medium=cpc&utm_campaign=brand_search&utm_term=pricing
Display example
utm_source=google&utm_medium=display&utm_campaign=summer_sale&utm_content=banner_a
Keep platform attribution in mind
Google Ads may also use auto-tagging. Decide which fields your analytics setup relies on and test the final click path before standardizing manual tags.
Use the BestUTM builder to generate consistent variations.
Adapt the example to your reporting plan
Some teams use cpc for all paid search; others distinguish search, display, shopping, and video. Choose values that match the categories you actually review, and do not mix manual UTMs with auto-tagging without testing.
Save the approved pattern as a template so each new ad group does not require a new naming decision.
Before publishing
Check that the destination page is the one intended for this audience and that the final URL contains the same values shown in the campaign plan. A link can be syntactically valid and still point to the wrong product, offer, or market.
Save the decision
Keep this pattern in a shared campaign document so the next person can create a matching link without guessing. The goal is not to create more parameters; it is to make the same reporting decision repeatable.
Search and display should not be accidentally mixed
If your reporting treats search and display as different decisions, give them distinct medium values or a documented content pattern. The exact scheme matters less than being able to identify the campaign type reliably later.
Keep the example aligned with your account’s auto-tagging and analytics configuration before rolling it out widely.
← Back to all articles