Auto-tagging is a feature in Google Ads which allows you to track the performance of your Paid Search ads more accurately. When used with Google Analytics or Google Ads conversion tracking, it lets you see which ads are driving the most traffic to your website, which ads are resulting in the most conversions, and which keywords are performing the best. This information is crucial in helping you to effectively make decisions, optimise your ad campaigns and improve their performance.

What is Google Ads Auto-tagging?

Auto-tagging helps Google Ads track the performance of your ads and provide valuable insights into how users interact with your website.

Without auto-tagging, it can be difficult to determine which clicks on your ads lead to conversions on your website. Auto-tagging helps bridge this gap by providing detailed information about how users interact with your ads and website.

Auto-tagging is especially important for businesses that rely on Google Ads to drive traffic and conversions. By enabling auto-tagging, these businesses can gain a better understanding of their ad performance and make data-driven decisions to improve their campaigns.

How Does Google Ads Auto-tagging Work?

Auto-tagging automatically adds a unique identifier to the destination URLs of your ads. This identifier, known as a GCLID (Google Click ID), allows Google to track the performance of your ads and attribute conversions to specific ad clicks.

When a user clicks on one of your ads, the gclid parameter is added to the end of the destination URL. This parameter contains information about the ad, such as the campaign, ad group, and keyword that triggered the ad. Google then uses this information to track the user’s actions on your website and attribute any conversions to the appropriate ad.

Auto-tagging is important because it provides you with more accurate data about the performance of your ads. Without auto-tagging, you would have to rely on less precise tracking methods, such as using manual tagging or relying on referral data. With auto-tagging, you can get a more complete picture of how your ads are performing and make more informed decisions about your advertising strategy.

Benefits of Auto-tagging

  • Accurate conversion tracking: With auto-tagging, you can track conversions accurately down to the keyword level. This means you can see which keywords are driving the most conversions and adjust your bidding strategy accordingly.
  • Better attribution: Auto-tagging allows you to see the full path that a customer takes before making a purchase or taking another valuable action. This can help you understand the role that different channels and touchpoints play in the customer journey.
  • Improved reporting: Auto-tagging provides more detailed and accurate data for your Google Ads reports. You can see which campaigns, ad groups, and keywords are driving the most clicks, impressions, and conversions.
  • Time-saving: Manually tagging your URLs can be time-consuming and prone to errors. Auto-tagging eliminates the need for manual tagging, saving you time and ensuring that your data is accurate.

Overall, auto-tagging is an essential feature for any Google Ads account. By providing accurate conversion tracking, better attribution, improved reporting, and time-saving benefits, auto-tagging can help you optimize your ad campaigns and achieve better results.

How to Enable Google Ads Auto Tagging

Auto-tagging is now on by default for new Google Ads accounts, but to check it’s status or turn it on or off, you can follow these simple steps.

Step 1: Sign in to your Google Ads account and click on “Settings” in the left hand menu.
Step 2: Select “Account settings”
Step 3: Click on the “Auto-tagging” section.
Step 4: Check the box to enable auto-tagging.

Once you’ve enabled auto-tagging, you’ll start to see gclids appended to the end of your destination URLs. You can use this data to track the performance of your ads, including clicks, impressions, and conversions. By analysing this data, you can make informed decisions about how to optimize your campaigns and improve your ROI.


Auto-tagging is a valuable tool for any advertiser who wants to get the most out of their Google Ads account. Though it’s now in new google Ads accounts by default, it’s still useful to have an understanding of what it is and how it works. If you have any further questions, please don’t hesitate to get in touch with our expert PPC team.