# utm_term

> The UTM parameter originally made for the paid search keyword, often used for the ad set or audience.

Source: https://datacenter.so/glossary/utm-term

`utm_term` was designed for paid search: the keyword that triggered the ad. With Google Ads auto-tagging, GA4 gets keywords from Google directly, so manual `utm_term` matters most for other search engines and for social ads.

Many teams put the ad set or audience name in `utm_term` on social ads, such as Meta's `{{adset.name}}`. That works well, as long as everyone uses it the same way.

## Related terms

- https://datacenter.so/glossary/utm-content
- https://datacenter.so/glossary/utm-parameters