- Definition
- UTM parameters are tags added to a URL, such as utm_source or utm_campaign, that analytics tools read to attribute a visit.
Advertisers choose the values themselves, so they are labels rather than facts. utm_term, for example, can hold anything the advertiser typed.
Missing UTM tags do not mean an ad is untracked: auto-tagging and click identifiers can do the same job.
How Ads Lighthouse observes it
The ad details view lists Source, Medium, Campaign, Content and Term values from the destination URL in their original case, and marks each one as present, empty or missing.
Official sources
- Google Analytics Help: Traffic-source dimensions, manual tagging, and auto-tagging
- Google Ads Help: About auto-tagging
Sources checked on .