How to Set Up a Google Ads Precautionary Tracking Script

A precautionary tracking script serves as a backup method to capture attribution data in case your primary UTM template fails. This script tracks clicks on your ads and sends the data to Google Analytics.

Before You Begin

You will need access to your Google Ads account. Ensure you are logged in before proceeding.

Step 1: Navigate to Scripts in Google Ads

In your Google Ads account, go to Tools and Settings, then select Bulk Actions, and choose Scripts.

Step 2: Create a New Script

Click to create a new script. Remove any pre-filled code in the script editor.

Step 3: Add the Tracking Script Code

Copy and paste the following script into the editor. This script will apply UTM parameters to your ads for tracking purposes.

function main() {
  var TrackingTemplate = "{lpurl}?utm_source=adwords&utm_medium={AdName}&utm_campaign={CampaignName}&utm_content={AdGroupName}&utm_keyword={keyword}&utm_matchtype={matchtype}&campaign_id={campaignid}&ad_group_id={adgroupid}&ad_id={creative}";
  var _CAMPAIGN_CONTAINS = "";
  var _ADGROUP_CONTAINS = "";
  var STATUS = "ENABLED";
  if (TrackingTemplate.search(/{AdGroupName}|{CampaignName}|{AdName}/g) == -1) {
    Logger.log("Enter at least one of the {CampaignName} or {AdGroupName} or {AdName} parameter in the tracking template");
    return
  }
  if (TrackingTemplate.search("{AdGroupName}") > 0) {
    var adgroupIterator = { hasNext: function() { return false } }
    if (_ADGROUP_CONTAINS == "" && _CAMPAIGN_CONTAINS == "") {
      adgroupIterator = AdsApp.adGroups().withCondition("Status = " + STATUS).get();
    } else if (_ADGROUP_CONTAINS == "" && _CAMPAIGN_CONTAINS !== "") {
      adgroupIterator = AdsApp.adGroups().withCondition("CampaignName contains '" + _CAMPAIGN_CONTAINS + "'").withCondition("Status = " + STATUS).get();
    } else if (_ADGROUP_CONTAINS !== "" && _CAMPAIGN_CONTAINS !== "") {
      adgroupIterator = AdsApp.adGroups().withCondition("CampaignName contains '" + _CAMPAIGN_CONTAINS + "'").withCondition("Name contains '" + _ADGROUP_CONTAINS + "'").withCondition("Status = " + STATUS).get();
    } else if (_ADGROUP_CONTAINS !== "" && _CAMPAIGN_CONTAINS == "") {
      adgroupIterator = AdsApp.adGroups().withCondition("Name contains '" + _ADGROUP_CONTAINS + "'").withCondition("Status = " + STATUS).get();
    }
    if (!adgroupIterator.hasNext()) {
      Logger.log("No Campaigns/Adgroups matched with this condition");
      return
    }
    while (adgroupIterator.hasNext()) {
      var adgroup = adgroupIterator.next();
      var adgrouptemplate = TrackingTemplate.replace(/{AdGroupName}/g, adgroup.getName().replace(/\s/g, '%20'))
      if (TrackingTemplate.search("{CampaignName}") > 0) {
        adgrouptemplate = adgrouptemplate.replace(/{CampaignName}/g, adgroup.getCampaign().getName().replace(/\s/g, '%20'))
      }
      if (TrackingTemplate.search("{AdName}") > 0) {
        var adsIterator = adgroup.ads().get();
        while (adsIterator.hasNext()) {
          var ad = adsIterator.next();
          var adType = ad.getType();
          var headline = "";
          if (ad.getHeadline()) {
            headline = ad.getHeadline();
          } else if(ad.isType().expandedTextAd()) {
            headline = ad.asType().expandedTextAd().getHeadlinePart1();
          } else if(ad.isType().gmailImageAd()) {
            headline = ad.asType().gmailImageAd().getName();
          } else if(ad.isType().gmailMultiProductAd()) {
            headline = ad.asType().gmailMultiProductAd().getHeadline();
          } else if(ad.isType().gmailSinglePromotionAd()) {
            headline = ad.asType().gmailSinglePromotionAd().getHeadline();
          } else if(ad.isType().html5Ad()) {
            headline = ad.asType().html5Ad().getName();
          } else if(ad.isType().imageAd()) {
            headline = ad.asType().imageAd().getName();
          } else if(ad.isType().responsiveDisplayAd()) {
            headline = ad.asType().responsiveDisplayAd().getShortHeadline();
          } else if(ad.isType().responsiveSearchAd()) {
            var headlines = ad.asType().responsiveSearchAd().getHeadlines();
            if (headlines && headlines[0].text) {
              headline = headlines[0].text;
            }
          }
          Logger.log("Headline text : " + headline);
          if (headline) {
            adgrouptemplate = adgrouptemplate.replace(/{AdName}/g, headline.replace(/\s/g, '%20'))
          } else {
            adgrouptemplate = adgrouptemplate.replace(/{AdName}/g, ad.getId())
          }
        }
      }
      adgroup.urls().setTrackingTemplate(adgrouptemplate);
      Logger.log(adgroup.getCampaign().getName() + " => " + adgroup.getName() + " => " + adgrouptemplate)
    }
  }
}

Step 4: Configure Script Settings

After pasting the code, give your script a descriptive name. Then, set the frequency to run hourly from the scheduling options.

Step 5: Authorize and Save

Authorize the script when prompted. This grants it necessary permissions to modify your Google Ads data. Preview the script to check for errors before saving and enabling it.

Frequently Asked Questions

If I have another script, will it affect this one?

Yes, multiple scripts can interact and potentially override each other's settings, especially when modifying UTM parameters. Test scripts together to avoid conflicts.

Why do I need to authorize the script?

Authorization is required because the script accesses and modifies your Google Ads account data. Always review the script's actions in preview mode before running it to ensure it behaves as expected.