Retagging for Google Ads

Google Ads retagging features

In Google Ads, retagging is possible at the level of campaigns, ad groups, ads, extensions, and keywords. K50 retagging for Google Ads works at the campaign level but takes into account tags at other levels.

Retagging involves the following entities:

  • Tracking template for the campaign.

  • Tracking template for ad groups.

  • Tracking template and final URL for ads.

  • Tracking template and final URL for phrases.

Examples of situations:

  • If tracking templates were set at any level (campaigns, groups, ads, keywords) before K50 retagging, then all tags will be either updated or added to the template.

  • If there were no templates at any levels or in any groups before K50 retagging, then they won't be force set, but a template will be created at the campaign level with all the tags specified in the retag settings.

  • If any tags specified in the retag settings are present in the final URLs of ads or keywords, they'll be deleted. If there are no tags in the retagging template, then K50 won't affect them in any way.

Mandatory parameters

Source and medium are the mandatory parameters for correct data matching and display in Google Analytics. If the link doesn't include these parameters, you can't disable the source, medium, and campaign parameters in the retag settings during the initial retagging.

If the link already includes the mandatory source and medium parameters before retagging at the campaign level, then you need to check that their values match those specified by default in the decomposer or are filled with those used in ad campaigns.

Google Analytics statistics will be pulled into a table with Google Ads statistics, provided that Google Ads and Google Analytics accounts are linked or you have UTMs with dynamic parameters.

Standard K50 tag for Google Ads:

<div>
    <p>{lpurl}?utm_medium=cpc&utm_source=google&utm_campaign=%campaignName%|{campaignid}&utm_term={keyword}&utm_content=k50id|{targetid}|cid|{campaignid}|aid|{creative}|gid|{adgroupid}|pos|{adposition}|src|{network}_{placement}|dvc|{device}|reg|{loc_physical_ms}|rin|{loc_interest_ms}|&k50id={adgroupid}|{targetid}</p>
</div>

Mandatory dynamic parameters for Google Ads:

  • {targetid}

  • {campaignid}

  • {adgroupid}

  • {network}

  • {placement}

Retag settings

With the K50 retagging feature, you can retag the following types of campaigns in Google Ads: Search network and optimized display network, Search network only, Display network only, Shopping campaigns. Campaign subtypes: Standard and All functions.

For more information, see General settings.

Check UTM markup

To check and apply UTM markup, go to Statistics, check the boxes next to the campaigns for which you want to retag, and select the appropriate item from the drop-down menu:

Action Description
Check UTM markup Selecting this action won't trigger retagging! We suggest that you first check what the UTM links will look like before and after retagging. As a result, you'll see a window with a list of old and new tracking templates and final URLs at different levels.
Check UTM markup (queues) Selecting this action won't trigger retagging! If you want to see the result of markup for all ads. After selecting this item, you'll see a window with a notification and a list of campaigns the task was launched for. This option provides an opportunity to check the retagging by downloading a CSV file.
Apply UTM markup (queues) Apply UTM markup to all selected campaigns!
Action Description
Check UTM markup Selecting this action won't trigger retagging! We suggest that you first check what the UTM links will look like before and after retagging. As a result, you'll see a window with a list of old and new tracking templates and final URLs at different levels.
Check UTM markup (queues) Selecting this action won't trigger retagging! If you want to see the result of markup for all ads. After selecting this item, you'll see a window with a notification and a list of campaigns the task was launched for. This option provides an opportunity to check the retagging by downloading a CSV file.
Apply UTM markup (queues) Apply UTM markup to all selected campaigns!

Before you start the retagging, always Check UTM markup. If a campaign has many objects (ads and keywords), it can take several minutes to generate a list of templates and links for viewing. As a result, you'll see a window with a list of old and new tracking templates and final URLs at different levels:

Check UTM markup The result is only displayed on a small sample of ads.

Check UTM markup (queues) The task is first placed in the queue and is moved to the Reports section after completion. Click View to view it or CSV next to the report to download it:

Apply UTM markup

After you've set the required parameters of UTMs and checked what the new tags will look like, you can initiate retagging of ad campaigns. To do this, select Check UTM markup from the drop-down list. The algorithm is then the same as when you check UTM markup (queue). When the task is completed, it ends up in a report that you can view and download as a file with retagged links.