Attribution
UTM term
Also called utm_term.
UTM term is the parameter originally used to hold the paid search keyword for a link. It is written utm_term.
How it is measured
The value is read from the address and attached to the session. In paid search, ad platforms can fill it with the matched keyword through a template. Many teams also use it for audience or targeting labels.
Check that the ad platform's template fills the value. If you see a literal placeholder like {keyword} in the report, the template is broken.
Worked example
A moving company runs search ads for 'two-bedroom movers' and 'long distance movers'. The term report shows 340 sessions under '{keyword}' because a template was typed with the wrong bracket style.
After the fix, the report splits into 'two-bedroom movers' at 190 sessions and 14 quotes, and 'long distance movers' at 150 sessions and 17 quotes. The company moves budget to the second, which was hidden in the combined row.
How it differs
A UTM term carries a keyword or audience label. A UTM campaign names the effort. Term is the finest detail and campaign the container that holds it.
Common errors
Leaving placeholders unfilled. Using it for unrelated labels. Putting long text with spaces. Ignoring that search consoles show real queries. Adding it to organic links.
In practice
Use it only for paid keywords or audience labels. Check the template with a test click. Compare it with the ad platform's search terms report.