What is utm_term?

How utm_term works

?utm_source=google&utm_medium=cpc&utm_campaign=brand&utm_term={keyword}

Like the other UTM tags, it's a query-string value read on landing. Most ad platforms can fill it automatically with dynamic placeholders, so you don't type keywords by hand — Microsoft Ads and Google Ads support {keyword}, and Meta ads support values like {{adset.name}} in URL parameters.

utm_term example

A search campaign bids on "cookieless analytics" and "google analytics alternative." With utm_term={keyword}, your analytics shows the second keyword drove 3× the clicks but the first converted to trials at 9% versus 2%. That's the signal for shifting bids — and it's the reason utm_term exists.

When to use utm_term

• Paid search, when your analytics tool doesn't import keyword data from the ad platform.
• Paid social, to record the audience or ad set.
• Rarely elsewhere — on organic links it adds noise without answering a decision.

Common utm_term pitfalls

• Manually typed keywords that drift from what the ad platform reports.
• Using it for creative variants — that's utm_content.
• Expecting it on organic search: search engines don't pass the query; use Search Console for organic keywords.

How VisitTrack handles utm_term

VisitTrack currently captures utm_source, utm_medium and utm_campaign, but not utm_term. If keyword-level comparisons matter for a paid campaign, either split it into campaigns per keyword theme, or record the keyword yourself as a custom event property at sign-up. For organic keywords, connect Google Search Console and use the Search Console tab, which shows queries with clicks, impressions and position.