diff --git a/plugins/woocommerce-admin/client/marketplace/components/discover/discover.tsx b/plugins/woocommerce-admin/client/marketplace/components/discover/discover.tsx
index 52f3843f08d..06862502169 100644
--- a/plugins/woocommerce-admin/client/marketplace/components/discover/discover.tsx
+++ b/plugins/woocommerce-admin/client/marketplace/components/discover/discover.tsx
@@ -73,6 +73,7 @@ export default function Discover(): JSX.Element | null {
 			{ groupsList.map( ( groups ) => (
 				<ProductList
 					key={ groups.id }
+					productGroup={ groups.id }
 					title={ groups.title }
 					products={ groups.items }
 					groupURL={ groups.url }
diff --git a/plugins/woocommerce-admin/client/marketplace/components/product-list-content/no-results.tsx b/plugins/woocommerce-admin/client/marketplace/components/product-list-content/no-results.tsx
index 5c9b293e1ba..b44f9922067 100644
--- a/plugins/woocommerce-admin/client/marketplace/components/product-list-content/no-results.tsx
+++ b/plugins/woocommerce-admin/client/marketplace/components/product-list-content/no-results.tsx
@@ -101,6 +101,7 @@ export default function NoResults( props: {
 							title={ productListTitle( productGroup.id ) }
 							products={ productGroup.items }
 							groupURL={ productGroup.url }
+							productGroup={ productGroup.id }
 							type={ productGroup.itemType }
 							key={ productGroup.id }
 						/>
diff --git a/plugins/woocommerce-admin/client/marketplace/components/product-list-content/product-list-content.tsx b/plugins/woocommerce-admin/client/marketplace/components/product-list-content/product-list-content.tsx
index 411e8b587e3..aa8218e0d8c 100644
--- a/plugins/woocommerce-admin/client/marketplace/components/product-list-content/product-list-content.tsx
+++ b/plugins/woocommerce-admin/client/marketplace/components/product-list-content/product-list-content.tsx
@@ -15,6 +15,7 @@ import { getAdminSetting } from '../../../utils/admin-settings';
 export default function ProductListContent( props: {
 	products: Product[];
 	group?: string;
+	productGroup?: string;
 	type: ProductType;
 	className?: string;
 	searchTerm?: string;
@@ -50,9 +51,12 @@ export default function ProductListContent( props: {
 						price: product.price,
 						url: appendURLParams(
 							product.url,
-							Object.entries(
-								wccomHelperSettings.inAppPurchaseURLParams
-							)
+							Object.entries( {
+								...wccomHelperSettings.inAppPurchaseURLParams,
+								...( props.productGroup !== undefined
+									? { utm_group: props.productGroup }
+									: {} ),
+							} )
 						),
 						description: product.description,
 					} }
diff --git a/plugins/woocommerce-admin/client/marketplace/components/product-list/product-list.tsx b/plugins/woocommerce-admin/client/marketplace/components/product-list/product-list.tsx
index c054f0b8473..f3bb2d51d68 100644
--- a/plugins/woocommerce-admin/client/marketplace/components/product-list/product-list.tsx
+++ b/plugins/woocommerce-admin/client/marketplace/components/product-list/product-list.tsx
@@ -7,13 +7,14 @@ import { Product, ProductType } from './types';
 
 interface ProductListProps {
 	title: string;
+	productGroup?: string;
 	products: Product[];
 	groupURL: string;
 	type: ProductType;
 }
 
 export default function ProductList( props: ProductListProps ): JSX.Element {
-	const { title, products, groupURL, type } = props;
+	const { title, products, groupURL, type, productGroup } = props;
 
 	return (
 		<div className="woocommerce-marketplace__product-list">
@@ -22,6 +23,7 @@ export default function ProductList( props: ProductListProps ): JSX.Element {
 				group={ title }
 				products={ products }
 				type={ type }
+				productGroup={ productGroup }
 			/>
 		</div>
 	);
diff --git a/plugins/woocommerce/changelog/41967-add-18914-utm-category-to-product-url b/plugins/woocommerce/changelog/41967-add-18914-utm-category-to-product-url
new file mode 100644
index 00000000000..558724bab9a
--- /dev/null
+++ b/plugins/woocommerce/changelog/41967-add-18914-utm-category-to-product-url
@@ -0,0 +1,4 @@
+Significance: minor
+Type: dev
+
+Add UTM group to product URL on the Discover page
\ No newline at end of file