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The rel="canonical" tag needs to have the URL that you wish to be the primary designated URL. This tells the search engines only to index this version of the URL and no other versions, and it also tells the search engines that links to other versions of the URL need to be counted as pointing to the canonical version. So if your page is www.mysite.com/boats.php and you use www.mysite.com/boats.php?utm_medium=adwords, etc. then the canonical tag should be set to www.mysite.com/boats.php so the search engines don't bother messing with the URLs with the parameters in them.