Learn how to skim Google Ads (AdWords) targeting data to segment your visitors into hyper-specific audiences.
While setting up your ad campaigns, Google Ads (AdWords) lets you tab into their endless pool of data. Typically, you'd use this data to create targeted ads. Most likely, you'll even set up a dedicated landing page but that's it - once a visitor moves past the landing page, all targeting data AdWords provided is lost. Not with Unless.
By creating audiences based on your ads, you can store the Google Ads (AdWords) data in the form of audience memberships. This way you can personalize the entire website experience - including later web sessions.
Parameters are little snippets of information, added to a URL. They transfer information between places and are great for creating a personalized website experience. If you need more guidance on how to create an audience based on URL parameters or if you'd like to learn more about the different options, take a look at this guide.
To avoid having to add UTMs to every single ad, we recommend using Google Ads' tracking templates at Account, Campaign or Ad Level (as shown in the video above). These help you add UTM parameters quickly. To learn more about how to set up tracking templates, we recommend this article.
Autotagging automatically tags URLs in your Google Ads campaigns and sends the data to Google Analytics. However, there's a catch. Autotagging (with GCLID) only works within Google's ecosystem.
Unless and other third-party tools (e.g. your CRM) can't decrypt GCLID, they need UTMs to receive information from Google Ads (AdWords). So if you're using autotagging, you have to add UTMs manually or through a tracking template. When using this hybrid solution avoid conflicts within Google Analytics by making a small adjustment as described in this Google help article.
Are you interested in personalizing based on Google Ads' (aka AdWords) Dynamic Keyword Insertion? Take a look at this setup guide - it will take you through every step of the process.