To make it easier for you to get rich attribution data in your dashboard, by default, Branch will map UTM parameters to the Branch Analytics Tags only when the Branch analytics tag is empty

Currently, this is available for parameters appended to dynamic Branch links. At this time, it is not enabled for parameters on $fallback_url or for other links, such as marketing links.

The mapping is as follows:

UTM Parameter TagBranch Analytics Tag
utm_termKeywords (not visible in Dashboard charts)

If you want UTM parameters to override your Branch Analytics Tags (even if there are Analytics tags) you can enable that option under Branch Dashboard > Link Settings > Advanced Settings. We also have a Google Analytics integration to seamlessly tie Branch into your app marketing here.