How to Track Google Ads Campaigns in Pardot with UTM Parameters

Struggling to Measure Your Google Ads Performance in Pardot?

Are your Google Ads campaigns generating leads and customers—but you can’t tell which ones are driving the best results?

Without clear insights, you might be missing opportunities to scale high-performing campaigns or cut wasted ad spend.

The solution? Proper UTM parameter tracking in Pardot.

In this guide, we’ll show you how to capture UTM parameters from Google Ads and track campaign performance—so you know exactly where your leads and customers are coming from.

What Is UTM Tracking & How Does It Work?

UTM (Urchin Tracking Module) parameters are tags added to your URLs to track where traffic originates. When a visitor clicks a tagged link, Pardot can capture UTM parameters and attribute leads to specific campaigns, ads, and keywords.

Here’s how it works:

1. Tag your Google Ads URLs with UTM parameters (e.g., utm_source=google, utm_campaign=spring_promo).
2. Add hidden fields to your forms to store UTM data.
3. When a lead submits a form, Pardot captures the UTM parameters alongside their contact details.
4. Analyze which campaigns drive the most leads and customers.

This process helps you track the source of leads with precision—so you can optimize your ad spend effectively.

4 Simple Steps to Track Google Ads in Pardot

1. Add UTM Parameters to Your Google Ads URLs

Before launching a campaign, ensure your destination URLs include UTM tags. A standard structure looks like:

• utm_source=google (traffic source)
• utm_medium=paid_search (marketing medium)
• utm_campaign=product_launch (campaign name)
• utm_term=keyword_phrase (targeted keyword)
• utm_content=ad_variation (ad version)

Use Google’s Campaign URL Builder or other free tools to generate tagged URLs automatically.

2. Add Hidden Fields to Your Pardot Forms

To capture UTM parameters, create hidden fields in your forms for:

• Channel (e.g., Paid Search)
• Campaign Name
• Ad Group
• Keyword
• Landing Page

Most form builders (Pardot, Gravity Forms, Wix, etc.) support hidden fields—just enable them in your form settings.

3. Automatically Capture UTM Data with Tracking Code

A tracking tool (like Attributer) can automatically:

• Detect the visitor’s source (Google Ads, YouTube, organic search, etc.).
• Store UTM data in cookies.
• Populate hidden form fields upon submission.

For example, if a lead comes from a Google Ads campaign, Pardot will record:

Field	Value
Channel	Paid Search
Campaign	Spring_Sale
Ad Group	Free_Trial
Keyword	marketing_software

4. Analyze Google Ads Performance in Pardot & Salesforce

3 Key Reports to Measure Google Ads Success

1. Leads by Marketing Channel

Compare lead volume across:

• Paid Search (Google Ads)
• Organic Search
• Paid Social (Facebook, LinkedIn)
• Direct Traffic

This helps identify which channels deserve more investment.

2. Customers by Google Ads Campaign

See which campaigns drive actual customers, not just clicks. Filter by:

• Campaign name
• Ad group
• Keyword

This reveals which strategies deliver the highest ROI.

3. Revenue by Keyword

Track how much revenue each keyword generates. Use this to:

• Increase bids on high-converting keywords.
• Pause underperforming ones.
• Optimize ad copy for better conversions.

Start Tracking Google Ads in Pardot Today

By capturing UTM parameters in Pardot, you gain full visibility into: ✅ Which campaigns drive the most leads & customers ✅ Which keywords convert best ✅ Where to allocate your budget for maximum ROI

Best of all, setting up UTM tracking takes less than 15 minutes—so you can start optimizing your ads immediately.

Ready to track your Google Ads performance in Pardot? [Get started today!]

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