So far in this series, we’ve looked at:
utm_source→ who sent the trafficutm_medium→ how it got to your siteutm_campaign→ why the traffic exists
Now let’s talk about utm_term — the parameter that adds another layer of detail, especially for search ads.
The Basics
👉 utm_term is used to identify keywords or targeting terms that triggered your ad or campaign.
While it’s most commonly used in paid search (like Google Ads or Bing Ads), you can also use it for other targeting details — for example, labeling which audience or topic drove the click.
Think of it like a magnifying glass:
- utm_source = Google
- utm_medium = cpc
- utm_campaign = Free Trial Promo
- utm_term = buy_analytics_software
Common Examples of utm_term
Marketers typically use utm_term for:
- Search keywords →
utm_term=best_marketing_tools - Audience segments →
utm_term=retargeting_users - Ad groups →
utm_term=branded_campaign
This lets you see which specific words or targeting rules are driving results.
Why It’s Important
If you’re running paid search campaigns, utm_term can help you:
- See which keywords are actually generating conversions
- Compare branded vs non-branded keyword performance
- Understand ROI at a keyword or audience level
For example:
Two Google Ads clicks might both have:utm_source=google&utm_medium=cpc&utm_campaign=free_trial
But one might have utm_term=analytics_course while the other has utm_term=data_training.
Later, you’ll know exactly which keyword worked better.
Best Practices for Using utm_term
- Automate where possible
Most ad platforms let you insert the keyword automatically (e.g.,{keyword}in Google Ads). - Don’t overload it
Stick to clear, meaningful terms like keywords, audience names, or ad groups. - Keep naming consistent
If you’re using audience labels (lookalike_audience,retargeting), don’t mix styles (lookalikevsLLA).
Example Campaign URLs
Here’s how utm_term fits in:
- Google Search Ad
https://yourwebsite.com/signup?utm_source=google&utm_medium=cpc&utm_campaign=free_trial&utm_term=analytics_software - Bing Ad
https://yourwebsite.com/demo?utm_source=bing&utm_medium=cpc&utm_campaign=new_product&utm_term=marketing_platform - Audience Targeting (Facebook)
https://yourwebsite.com/offer?utm_source=facebook&utm_medium=paid_social&utm_campaign=holiday_sale&utm_term=retargeting_users
Final Thoughts
While utm_term isn’t always used outside of search ads, it can add powerful insights when you want to get more granular about what exactly drove a click.
It’s especially valuable for paid search, where every keyword matters to your ROI.
✅ Pro Tip: Managing keywords and UTMs across multiple campaigns can get messy fast. Use UTM Manager to standardize your UTMs, automate keyword tracking, and keep your analytics clean.