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‘utm_term’ a key of a UTM parameter which is used to send the information related to the campaign term (paid search keyword) to GA4.

The value of this key is often the paid keyword you are bidding on.

For example, if you are bidding on a keyword, say ‘conversion optimization’, you can use the ‘utm_term’ key like the one below:

utm_term=conversion-optimization

The ‘utm_term’ key is often used when you are manually tagging paid search campaigns. 

However, feel free to use this key the way you want.

For example, you can use this key to identify the type of audience you are targeting:

utm_term=new_parents

However, just remember that you should remain consistent with the spelling, formatting and case of the values of the ‘utm_term’ key.

Where can you find the values of the ‘utm_term’ key in GA4?

You can see the values of the ‘utm_term’ key in GA4 through the following dimensions:

  1. Manual term (at present not available in GA4)
  2. Session manual term
  3. First user manual term

Where can you find the value of the ‘utm_term’ key in GA4 BigQuery?

You can find the value of the ‘utm_term’ key in GA4 BigQuery via the ‘manual_term‘ field under ‘collected_traffic_source‘:
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  11. utm_source (campaign traffic source) in Google Analytics 4.
  12. utm_medium (campaign traffic medium) in Google Analytics 4.
  13. utm_campaign (campaign name) in Google Analytics 4.
  14. utm_term (campaign term) in Google Analytics 4.
  15. utm_content (campaign content) in Google Analytics 4.
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  17. utm_campaign_id in Google Analytics 4.
  18. utm_creative_format in Google Analytics 4.
  19. utm_marketing_tactic in Google Analytics 4.
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