PPC term

UTM Parameters

Tracking parameters added to URLs so analytics tools can identify source, medium, campaign, term, and content.

Why it matters

This matters because paid traffic is expensive and weak page or tracking signals can hide what is actually converting.

How Axerto handles it

Axerto treats this as part of the landing page workflow so the generated page, tracking, and lead handling stay aligned.

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Related terms

A Google Ads diagnostic estimate of ad, keyword, and landing page relevance.

Landing Page Experience

Google's estimate of how useful and relevant your final URL is for the searcher.

How closely the landing page headline, offer, and CTA match the ad that earned the click.

The page URL a visitor reaches after clicking an ad and following any redirects.

Google Click Identifier used to connect ad clicks to downstream conversions.

Google click identifier used for some iOS app and web attribution flows.