Benefits of auto-tagging

Using auto-tagging exclusively provides a number of benefits over manual tagging:

  • It saves you the work of manually tagging every final URL.
  • It eliminates the errors you can introduce when you attempt to manually tag each URL. For example, utm_source=Google is different from utm_source=google.
  • Attempting to use both manual and auto-tagging results in data discrepancies.
  • Your only option for importing Analytics goals and transactions into AdWords Conversion Tracking is to use auto-tagging.
  • Auto-tagging offers more detailed reporting (see below).
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Auto-tagging vs. manual tagging reporting

Manual tagging can provide data for only the following dimensions: Campaign, Source, Medium, Content, Keyword. When you use auto-tagging, however, you can see data for several additional dimensions, including:

  • Query Match Type (How your keyword was actually matched to the search query)
  • Ad Group (The ad group associated with the keyword/creative and click)
  • Final URL (AdWords Final URL)
  • Ad Format (text, display, video)
  • Ad Distribution Network (Google Search)
  • Placement Domain (the domain on the content network where your ads were displayed)
  • AdWords Customer ID (the unique three-part number that's assigned to your AdWords account)

When you use auto-tagging, you get data for some additional reports that aren't available when you use manual tagging:

  • Hour of Day
  • Placements (Where your ads on the content network were placed)
  • Keyword Positions (What position your ad appeared in on Google Search)

In addition, any reporting features and ad-units that become available in future will only be available if you use auto-tagging.

How to tell if you're using manual tagging

In your AdWords account, open the Campaign tab, click the Dimensions tab, and then from the View menu, select Final URL.

If the final URL contains one or more of the following query parameters, you are using manual tagging:

  • utm_source
  • utm_medium
  • utm_campaign
  • utm_content
  • utm_term

For example, if your final URL is, then the manually tagged version would look something like:

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