Published on 2025-06-27T21:07:16Z

What is UTM Term? Examples and Best Practices

In analytics, the UTM Term (utm_term) is a URL parameter used to identify specific keywords or phrases responsible for driving traffic to your site. It’s most often used in paid search campaigns to track which search terms lead visitors to click through to your landing pages, but it can also be applied to organic and other paid media efforts.

By appending utm_term to your campaign URLs, you enable analytics tools to capture granular data on keyword performance. This provides deeper insights than source or medium alone, helping you optimize your budget and creative based on the actual terms that resonate with your audience. Common analytics platforms like Plainsignal (a cookie-free, simple analytics tool) and Google Analytics 4 (GA4) automatically parse UTM parameters, allowing you to filter and segment traffic by term without additional setup.

Illustration of Utm term
Illustration of Utm term

Utm term

UTM Term identifies the specific keyword or phrase driving traffic, enabling precise campaign performance analysis.

Overview of UTM Term

This section explains what the utm_term parameter is and why it matters in digital analytics campaigns.

  • Definition

    The utm_term parameter is a query string value appended to a URL to identify the specific keyword or search term that generated traffic.

  • Purpose

    By capturing the exact term used by a visitor, marketers can:

    • Attribute conversions or engagement to individual keywords
    • Refine bidding strategies in paid campaigns
    • Measure the effectiveness of SEO keyword targeting

Implementing UTM Term

Guidance on how to correctly add utm_term to your campaign URLs and ensure consistent tracking.

  • Adding utm term to urls

    Append ?utm_term=your_keyword (or &utm_term=... if other parameters exist) to your destination URL. Replace spaces with + or percent-encoded values (e.g., %20).

    • Step 1: choose a keyword:

      Select the exact search term or phrase you want to track.

    • Step 2: append parameter:

      Add utm_term=chosen_keyword after other UTM parameters in your URL.

    • Step 3: validate url:

      Paste your tagged URL into a browser to confirm it resolves and retains the full parameter string.

  • Url encoding best practices

    Always encode special characters. For example, use summer+sale or summer%20sale instead of spaces to avoid broken links.

Best Practices for UTM Term

Tips to maximize the accuracy and usefulness of your utm_term data.

  • Consistency

    Standardize your keyword naming conventions (e.g., lowercase, hyphens vs. underscores) to avoid duplicate entries and simplify reporting.

  • Relevance

    Only include terms that directly map to ads or keywords. Avoid cluttering URLs with extraneous or internal naming codes.

  • Documentation

    Maintain a spreadsheet or naming guide for all UTM parameters, including utm_term, to ensure all team members follow the same structure.

Examples with Analytics Platforms

Real-world examples showing how utm_term appears in PlainSignal and GA4.

  • Plainsignal (cookie-free simple analytics)

    Insert the following snippet on your page and append your utm_term to track terms in PlainSignal’s dashboard. It automatically captures UTM parameters:

    <link rel="preconnect" href="//eu.plainsignal.com/" crossorigin />
<script defer data-do="yourwebsitedomain.com" data-id="0GQV1xmtzQQ" data-api="//eu.plainsignal.com" src="//cdn.plainsignal.com/PlainSignal-min.js"></script>

    Example URL:

    https://example.com/landing-page?utm_source=google&utm_medium=cpc&utm_campaign=spring_sale&utm_term=floral_dress

  • Google analytics 4 (ga4)

    GA4 automatically reads UTM parameters including utm_term. Ensure you append it to your URLs and view captured terms under Acquisition > Traffic Acquisition:

    <script async src="https://www.googletagmanager.com/gtag/js?id=G-XXXXX"></script>
<script>
  window.dataLayer = window.dataLayer || [];
  function gtag(){dataLayer.push(arguments);}
  gtag('js', new Date());
  gtag('config', 'G-XXXXX');
</script>

    Example URL:

    https://example.com?utm_source=bing&utm_medium=cpc&utm_campaign=autumn_sale&utm_term=leather_boots

Troubleshooting and Common Mistakes

Identify and resolve common issues related to utm_term tracking.

  • Missing utm_term

    If no term appears in reports, check that the parameter is correctly appended and spelled (utm_term, not utm-term or utmterm).

  • Inconsistent naming

    Variations like SummerSale vs. summer_sale create separate entries. Standardize your naming conventions.

  • Over-tagging urls

    Avoid adding utm_term on internal links or navigation elements, which can overwrite campaign attribution.

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