Why are there updates to my Google Ads UTMs?

Last updated: February 24, 2026

Overview

If you're noticing that Vector’s UTM parameters aren’t appearing as expected in your Google Ads traffic, this is usually due to how Google prioritizes tracking parameters across different levels of your account.

This behavior is native to Google Ads and not an error.

How Google Ads Actually Handles UTMs

Google Ads allows tracking parameters (including UTMs) to be set at multiple levels:

  • Account level

  • Campaign level

  • Ad group level

  • Ad level

  • (In some cases, even keyword level)

When multiple levels contain tracking templates or URL suffixes, Google uses the most specific (lowest) level available.

Priority Order (Highest → Lowest)

  1. Ad level

  2. Ad group level

  3. Campaign level

  4. Account level

Google does not merge all parameters across levels.
Instead, it selects the tracking template or suffix from the lowest level that has one configured.

How Vector Applies UTMs

Vector applies UTM parameters at the campaign level.

If there are no deeper-level tracking templates or suffixes configured, Vector’s UTMs will apply as expected.

However:

If UTMs or tracking templates exist at the ad group or ad level, Google will prioritize those instead of the campaign-level parameters.

This is the most common reason Vector’s UTMs appear to be overridden.

What’s Likely Happening in Your Account

If you’re seeing unexpected UTM behavior:

  • There are likely tracking parameters set at the ad group or ad level.

  • Google is prioritizing those over the campaign-level parameters set by Vector.

  • Google does not reconcile or combine parameters from multiple levels automatically.

Important: Tracking Template vs Final URL Suffix

Google Ads supports two mechanisms for adding tracking parameters:

1- Tracking Template

Defines how the final URL is constructed before the click happens.

2- Final URL Suffix

Appends parameters directly to the final landing page URL.

Both can be set at multiple levels, and both follow the same rule:

The most specific level wins.

Additionally, if a parameter (for example, utm_source) exists in multiple places, the value at the most specific level will override the others.

Your Options

Option 1: Manually Add Vector’s UTMs

You can manually add Vector’s UTM parameters directly to your campaigns.

This ensures the parameters are always present.

Trade-off:
This becomes a manual process. Every time you launch a new campaign, you’ll need to remember to include those tracking parameters.

Automation is reduced.

Option 2: Align or Remove Lower-Level Tracking Templates

If you'd like to maintain automation through Vector:

  • Review ad-level tracking templates

  • Review ad group-level tracking templates

  • Remove or align conflicting parameters

This allows campaign-level UTMs (including Vector’s) to apply correctly.

Best Practice Recommendation

If you want full automation through Vector:

Ensure that tracking parameters are not set at deeper levels unless intentionally needed.

If you prefer manual control:

Manually adding Vector’s parameters at launch is completely valid — just ensure your team consistently applies them.

Need Help Reviewing Your Setup?

If you'd like us to take a closer look, please share:

  • Campaign name

  • Ad group name (if applicable)

  • A sample ad

  • Screenshot of tracking template settings

We’re happy to review and help ensure everything is configured properly.