There are 5 different tags you can add to your incoming URLs, to categorize your incoming leads as coming from Campaigns, see your UTM tags in Salesforce, and to get better structured data in general.

Utm_source, utm_medium, and utm_campaign should be used in ALL links that you can control, to give you the best data possible -- advertisements, email newsletters, blog links, partner referral sites, etc.

Utm_term should be used in Google Adwords and Bing advertising to dynamically insert the keyword. Utm_content is an optional fifth tag.

• utm_source: Identifies the advertiser, site, publication, etc. that is sending traffic to your property, e.g. google, yelp, newsletter4, billboard. The last place visited before reaching your site.
• utm_medium: The advertising or marketing medium, e.g.: cpc, banner, email newsletter. The method used to arrive at the source.
• utm_campaign: The individual campaign name, slogan, promo code, etc. for a product.
• utm_term: Identify paid search keywords. If you’re manually tagging paid keyword campaigns (and you should be), use utm_term={keyword} to dynamically insert the search term keyword into your URL.
• utm_content: Used to differentiate similar content, or links within the same ad. For example, if you have two different text ads, you can use utm_content and set different values for each so you can tell which version is more effective.
• utm_id: Used for the Campaign ID, for cost data import into GA4 and otherwise identifying campaigns.

Example:

https://www.YOURSITE.com?utm_source=GoogleAds&utm_medium=PPC&utm_campaign=CampaignName&utm_term={Keyword}

Simply replace the highlighted portions with the values you wish for your web site domain and campaign names.

NOTE: utm_term={keyword} is required for Google / Bing ads, in order to capture the search term keywords into Salesforce.