Manual term dimension
The manual term dimension exposes the value you place in the utm_term campaign parameter — conventionally the paid keyword for a manually tagged ad. GA4 reports it as 'Manual term' (or session/first-user variants). Because it is whatever you typed, it is only as accurate as your tagging; it is not the auto-tagged keyword Google Ads supplies via the gclid linkage, and the two should not be conflated.
What this means
Manual term is GA4's reporting name for the utm_term parameter. By convention utm_term carries the paid-search keyword for a manually tagged campaign link, but mechanically it is a free-text field — GA4 stores whatever you supply.
GA4 surfaces it in scope-aware forms (manual term, session manual term, first-user manual term), so the same caveats about scope apply as with source and campaign.
Manual vs auto-tagged keywords
When Google Ads auto-tagging is on, keyword data flows in through the gclid linkage and appears in Google Ads dimensions, not utm_term. Manual term reflects only links you tagged yourself. Mixing manually tagged terms with auto-tagged keyword reports produces overlapping, double-counted keyword views. Decide on one tagging approach per campaign.
- Reads the utm_term parameter verbatim
- Conventionally the paid keyword on hand-tagged links
- Separate from auto-tagged Google Ads keyword data
How it appears in analytics and logs
A manual term value is exactly the utm_term string you set. Blank or (not set) means the link carried no utm_term, not that no keyword existed.
Diagnostic use case
Use manual term to read the keyword you encoded in utm_term on hand-tagged links, distinct from auto-tagged Google Ads keyword data.
What WebmasterID can help detect
WebmasterID reads utm_term first-party from the landing URL, so manual keyword labels stay attached to the session without third-party tracking.
Common mistakes
- Putting personal data into utm_term.
- Expecting auto-tagged keywords to appear under manual term.
- Reading (not set) as zero keywords rather than untagged links.
Privacy and accuracy notes
Manual term is self-declared campaign metadata, not user identity. Avoid placing any personal data in utm_term, since URL parameters are widely logged.
Related pages
- Keyword dimension: why it reads '(not provided)'
The keyword dimension records the search-engine query associated with a visit. For organic search it is overwhelmingly '(not provided)': since 2011 search engines withhold the query string from referrers over HTTPS for privacy. Paid keyword data can still arrive via auto-tagging from ad platforms. The honest read of this dimension is that organic keyword visibility now lives in Search Console, not analytics.
- Manual ad content dimension
The manual ad content dimension exposes the utm_content campaign parameter — conventionally used to distinguish two links to the same destination, such as A/B creative variants or header-versus-footer placements. GA4 reports it as 'Manual ad content' with scope-aware variants. It is free text, so its meaning is entirely a function of your tagging discipline, and it is distinct from auto-tagged Google Ads creative data.
- UTM parameters explained: the five tags and how to use them
UTM parameters are query-string tags you add to a link so analytics can attribute the visit to a campaign even when the referrer is missing. This page explains the five tags, a consistent naming convention, and the hard rule that UTM values are public — so they must never contain personal data or secrets.
- Campaign links
Encode utm_term consistently on tagged links.
Sources and verification notes
- Google — [GA4] Custom campaigns (UTM parameters)
- Google — [GA4] User and traffic acquisition dimensions
Last reviewed 2026-06-24. Facts are checked against primary/official sources where available; uncertain specifics are marked “Data not yet verified” rather than guessed.