UTM tags are the individual query parameters used to make up a The top-level structure of your account, think of campaigns as folders within your account. You can create one or more campaigns inside your account based on your advertising objectives. There are multiple ways to structure your campaigns, for example, you can use campaigns for different targeting (search vs. display), for structuring keywords, allocating budget and more. Each campaign contains one or more ad groups to create a more granular structure inside your account. See also ad group.... Always-R Glossary tagged location of a resource on the Internet.. The UTM tags include utm_name, utm_source, utm_medium, utm_term, utm_content and the lesser known utm_id. UTM stands for ‘Urchin Traffic Monitor’ (Urchin was the precursor to Google Analytics).