The UTM term parameter is a tracking tag used primarily in paid search campaigns to identify the specific keyword that triggered your ad when someone clicked it. Unlike utm_source (where the traffic came from) or utm_medium (how it arrived), utm_term answers a different question: “Which specific search query or keyword led this person to click my ad?”
TL;DR
- utm_term is an optional UTM parameter used almost exclusively for paid search campaigns .
- It identifies the keyword or search query that triggered a paid ad click, helping you understand which keywords deliver traffic and conversions .
- Google Ads and other ad platforms can automatically populate this parameter using dynamic values like {keyword} .
- If there is no keyword associated with an ad, you can simply leave this parameter blank .
- The value you see is often a predefined keyword (what you bid on) or the actual user search query, depending on how it’s set up.
What Does utm_term Do in Practice?
The core purpose of utm_term is to provide granular data on the performance of your paid keywords. When you add it to your ad destination URLs, your analytics tool records the keyword associated with each click, allowing you to see not just which ad campaign drove traffic, but exactly which search query the user typed in or which keyword you bid on .
For example, if you run a Google Ads campaign selling shoes, you might have a URL that looks like this:
By analyzing data across many clicks, you can see that the keyword “shoes” might get a lot of clicks but few sales, while a longer, more specific term like “leather running shoes” converts better. This informs your bidding strategy and keyword list .
How to Use utm_term
The most common and efficient way to use utm_term is through auto-tagging, a feature offered by major ad platforms like Google Ads and Microsoft Advertising .
With auto-tagging: You enable the feature in your ad platform settings. The platform automatically appends the relevant UTM parameters to your URLs, including utm_term with the correct keyword. This saves time, prevents manual errors, and ensures your data is consistent .
Manually: If you don’t use auto-tagging, you can manually create unique, tagged URLs for every single keyword you bid on. This is extremely tedious and error-prone for campaigns with more than a handful of keywords.
Using dynamic parameters like {keyword} in your utm_term value is a smart way to automatically populate it with the exact keyword that triggered the ad .
utm_term and Click Fraud Detection
Beyond keyword performance, utm_term can be a valuable tool in detecting click fraud. A high volume of clicks on high-value keywords that never lead to a sale can be a red flag . By analyzing which keywords are being targeted by suspicious traffic—possibly from bots—you can identify fraudulent click activity and take steps to block those terms or request refunds from ad networks .
utm_term vs. utm_content
These two optional parameters are often confused, but they serve different purposes:
| Parameter | Purpose | Example Use Case |
|---|---|---|
| utm_term | Identifies the paid search keyword that triggered the ad . | Google Ads keyword: leather running shoes |
| utm_content | Helps you A/B test different creative elements within the same campaign (e.g., ads, CTAs, or placements) . | Testing two different call-to-action buttons: cta_buy_now vs. cta_learn_more |
Frequently Asked Questions
Is utm_term required?
No, utm_term is an optional parameter. It is most valuable for paid search campaigns where you want to track keyword performance. If you are not running paid search, you can simply omit it from your tagged URLs .
What does the value in utm_term represent?
It can represent the keyword you are bidding on or the actual search query a user typed, depending on how you set up your tracking. Using the {keyword} parameter often captures the exact keyword that matched the user’s search .
Can I use utm_term with social media campaigns?
Technically yes, but it’s not considered a best practice. utm_term is specifically designed for identifying search keywords. For social media, use utm_content to differentiate between ad creative, campaigns, or audiences .
Sources
- Adobe Marketo Measure: Best Practices for Setting Up UTM Parameters
- Okara: Free UTM Builder & Campaign URL Generator
- Polygraph: What Are UTMs and Why Should They Be Used?
- TikTok For Business: About UTM Parameters
- Microsoft Learn: Tracking MS Ads Keywords
Have a specific paid search tracking challenge? Drop your question in the comments below.
