---
title: "What Is a TERM in Sealmetrics?"
description: "Learn how Sealmetrics defines TERM across SEO, Referrer, Google Ads, and UTM-based traffic sources."
canonical_url: "https://docs.sealmetrics.com/reports/insights/what-is-a-term"
lang: "en"
date_generated: "2026-10-08T17:47:47.862Z"
source_hash: "24532dc017aa80ad3fe94f7af5330bd0161414d54cbd660d11c1ebb7f404e688"
content_type: "documentation"
owner: "docs"
llm_priority: "useful"
source_file: "reports/insights/what-is-a-term.mdx"
publisher: "Sealmetrics"
---

# What Is a TERM in Sealmetrics?

Canonical page: https://docs.sealmetrics.com/reports/insights/what-is-a-term

In Sealmetrics, **TERM** is the smallest and most granular unit used to describe the origin of a website hit.
It allows the platform to classify and attribute traffic accurately—while remaining privacy-first.

Understanding TERM helps you better analyze user intent, keyword performance, and the exact source of each visit.

---

## TERM by Traffic Source

### 1. SEO Traffic
**TERM = Landing Page URL**

Because Sealmetrics does not track individual search queries, SEO traffic is categorized based on the **landing page** the user arrives on.

This allows you to understand:

- Which pages attract organic traffic
- How SEO entry points evolve over time

---

### 2. Referrer Traffic
**TERM = Referrer URL** (stored, but analyzed in the Referrers tab)

For any external website linking to you, Sealmetrics stores the **exact URL** that sent the visitor. Since July 2026, these referral rows are **excluded from the Terms tab** — analyze them in the [Referrers tab](/reports/sources#7-referrers-tab), which lists one row per referring URL.

This helps you identify:

- High-value partner websites
- Articles, directories, or media links driving traffic
- Referral patterns across the web

---

### 3. Google Ads Traffic
**TERM = Keyword that triggered the ad**

Sealmetrics reads the keyword or targeting parameter used by Google Ads (via UTMs or value-track parameters).

This gives insight into:

- Which keywords generate traffic
- Performance of search terms
- ROI of keyword-level bidding

---

### 4. UTM Term Traffic
**TERM = Value of the `utm_term` parameter**

If your URLs include `utm_term`, Sealmetrics uses it directly as the TERM.

Examples:

- Audience segment
- Paid keyword
- Creative identifier
- Product category

---

## Why TERM Matters

Using TERM provides granular, privacy-friendly insights:

- Identify the *true origin* of traffic
- Improve SEO and SEM targeting
- Optimize marketing campaigns
- Understand user intent without personal tracking

TERM is a powerful element of Sealmetrics’ consentless analytics model—precise, privacy-first, and transparent.

## Related documentation

- [How to Track Google Ads Campaigns](/reports/insights/how-to-track-google-ads-campaigns) — Capture keywords as TERM
- [How to Change UTM Parameters in Sealmetrics](/reports/insights/how-to-change-utm-parameters) — Map custom parameters to `utm_term`
- [How Sealmetrics Calculates SEO Traffic](/reports/insights/how-sealmetrics-calculates-seo-traffic) — Why SEO TERM is the landing page
- [Sources Report](/reports/sources) — Analyze terms in the Terms tab