What is utm_term?

Who adds it

Advertisers set it, usually on paid search links. Microsoft Advertising's UTM auto-tagging fills it with the keyword that triggered the ad.

What it means

It records the keyword behind a paid click. On a page URL it tells you the visit came from an ad shown for that search term.

What to do with it

Google suggests one consistent, lowercase format per keyword so reports group them correctly. It's optional; utm_source, utm_medium and utm_campaign are the ones Google says to always use.

How Vireo shows it

Vireo doesn't record utm_term. Vireo Pro's UTM campaigns card reports utm_source, utm_medium and utm_campaign only.

In the free plugin, Vireo drops the query string from page addresses, keeping only a few WordPress ones such as p and page_id, so a tagged URL counts as the same page as the untagged one. The visit is counted under the referrer it arrived with.

See Referrers and sources in the docs.

Sources

utm_term : Paid keyword

URL builders: Collect campaign data with custom URLs - Analytics Help

utm_term Which keyword brought people to your website.

How do I add UTM tags to my landing page URL? - Microsoft Advertising