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Auto-tagging is a feature primarily used to collect data from Google Ads campaigns. When auto-tagging is enabled, Google Ads automatically appends a unique identifier called the GCLID (Google Click Identifier) to the URL of your landing page. This allows Google Analytics to recognize visits coming from Google Ads, facilitating deeper insights into campaign performance.

With auto-tagging, every time a user clicks on an ad, the GCLID is added dynamically to the URL, and when the user lands on your website, this identifier is captured by Google Analytics. This seamless integration gives marketers robust data regarding the performance of their ads, including conversion tracking, which is essential for evaluating the effectiveness of advertising spend.

Other types of traffic, such as social media, website referrals, and organic search, do not leverage auto-tagging in the same manner. They may use UTM parameters or other tracking methods instead, which are not automatically generated by Google Ads. The primary function of auto-tagging emphasizes its role in tracking the performance and ROI of Google Ads specifically.