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The UTM parameter originally made for the paid search keyword, often used for the ad set or audience.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