Key takeaways
- With Consent Mode v2, the gclid of a non-consenting user may not be enough to attribute their session to the right campaign.
- These sessions then show up in Google Analytics 4 attributed to (not set), (organic) or (direct).
- The fix is to add UTMs to the redirect links of your Google Ads campaigns, while keeping auto-tagging enabled.
- The UTMs you add must exactly match the automatic values: utm_source=google, utm_medium=cpc and utm_campaign with the campaign name.
- Once the UTMs are added, test your redirects to make sure the gclid is preserved and the values are consistent.
In short
To better track your Google search campaigns with Consent Mode v2, add UTMs matching the auto-tagging values to your ads' redirect links. Without consent, the gclid cannot always attribute the session, which then shows up as (not set), (organic) or (direct) in GA4. UTMs reduce this miscategorized traffic and make your analysis more reliable.
You may have noticed a frustrating pattern in Google Analytics 4: many sessions attributed to campaigns labeled (not set), (organic) or even (direct).
Miscategorized data like this can skew your analysis and undermine your strategic decisions.
If you use Consent Mode v2 and have enabled auto-tagging in your Google Ads campaigns, we have a simple fix for this problem.
Why do these errors happen?
When you use Google’s Consent Mode v2, user tracking behavior adjusts based on each user’s cookie consent. If a user has not consented to tracking, the gclid parameter (Google Click Identifier) generated by Google Ads auto-tagging may not be usable to correctly attribute the session to its original campaign. As a result, these sessions can show up in your Google Analytics reports attributed to (not set), (organic) or (direct).
This limitation exists because, without consent, the gclid cannot be stored or used in the traditional way for conversion tracking, in line with data protection regulations and user privacy.
The fix: add UTMs to your redirects
The key to solving this problem is to add UTMs directly to the redirect links of your Google Ads campaigns. Here’s how:
- Check your auto-tagging settings: make sure auto-tagging is enabled in your Google Ads account.
- Add UTMs manually: to avoid discrepancies, the tags you add must exactly match the ones generated automatically:
- utm_source=google
- utm_medium=cpc
- utm_campaign=[campaign name]
- Test your redirects: once the UTMs are added, confirm that:
- The gclid parameter (essential for auto-tagging) is preserved
- The UTM values are correct and consistent with your tracking goals
What benefits can you expect from this optimization?
By fixing this setup, you will get:
- Better campaign attribution: miscategorized traffic will drop and you will gain more reliable insights into your paid search performance
- More accurate analysis: the quality of your Google Analytics 4 reports will improve
- Optimized ROI: your decisions will rest on reliable data, helping you get more out of your ad spend
Best practices to go further
- Be proactive: make UTM setup a standard step whenever you launch a campaign
- Monitor your data regularly: check your reports for anomalies (miscategorized traffic, abnormally low conversion rates, etc.)
- Work with your technical teams: if you use third-party tools or complex redirects, involve your developers to ensure Consent Mode v2 compatibility
Conclusion
Properly adding UTMs to your Google Ads campaigns is an essential step to maximize the performance of your paid search efforts while respecting users’ privacy preferences. By following these tips, you will reduce anomalies in your data and significantly improve the reliability of your analysis.
Consent Mode v2 and Google Ads in 5 questions
Why do Google Ads sessions show up as (not set) in GA4?
With Consent Mode v2, tracking adjusts to each user's cookie consent. Without consent, the gclid generated by auto-tagging cannot be stored or used in the traditional way, in line with data protection regulations. The session may then be attributed to (not set), (organic) or (direct).
Should you turn off Google Ads auto-tagging when adding UTMs?
No, auto-tagging must stay enabled in the Google Ads account. UTMs are added on top, in the redirect links, and the gclid parameter, which auto-tagging depends on, must be preserved after they are added.
What are the benefits of adding UTMs to your Google Ads campaigns?
Miscategorized traffic drops, giving you more reliable insights into paid search performance. The quality of your Google Analytics 4 reports improves. Your ad spend decisions are then based on reliable data, which benefits your ROI.
How can you spot a tracking problem in your paid search campaigns?
Monitor your reports regularly for anomalies, such as miscategorized traffic or abnormally low conversion rates. To prevent them, make UTM setup a standard step when launching every campaign.
When should you involve technical teams in setting up Consent Mode v2?
Their help is needed if you use third-party tools or complex redirects. Developers can then ensure these setups are compatible with Consent Mode v2.
