Published on 2025-06-26T05:19:15Z

What is UTM Content? Examples and Best Practices

In digital analytics, the UTM Content parameter (utm_content) is one of the five standard UTM parameters used to tag URLs for granular tracking. It helps distinguish between multiple links or creatives within the same campaign—such as different ad copy, banner sizes, or call-to-action buttons. By capturing utm_content, analysts can see which specific element drove clicks, conversions, or engagement in tools like Google Analytics 4 (GA4) or Plainsignal. GA4 automatically parses utm_content into its Traffic Acquisition reports, while Plainsignal, a lightweight cookie-free analytics solution, tracks UTM parameters out of the box when its script is added to your site. Understanding and properly implementing utm_content improves campaign optimization and delivers deeper insights into user behavior.

Illustration of Utm content
Illustration of Utm content

Utm content

The utm_content parameter distinguishes similar links or ad versions within campaigns, enabling more granular analytics insights.

Definition of UTM Content

The utm_content parameter is used to differentiate similar links or ad creatives within the same campaign. Unlike utm_source or utm_medium which identify the traffic source and channel, utm_content zeroes in on specific elements like ad copy variants or button placements. This granularity enables more precise A/B testing and performance analysis.

  • What it captures

    utm_content captures the exact version of the content a user clicked—such as ‘header-banner’, ‘sidebar-link’, or ‘cta-button-1’.

  • When to use

    Use utm_content when you have multiple links pointing to the same URL in a single campaign and need to track which one performed best.

Why UTM Content Matters

In-depth tracking of content variations helps optimize creative assets and placement. By isolating which version resonates most with users, marketers can allocate resources more effectively and improve conversion rates.

  • A/b test analysis

    Compare click-through rates between different ad copies or button designs to determine the most effective variant.

  • Link placement insights

    Identify whether links in the header, footer, or sidebar drive more engagement.

Implementing UTM Content Tags

UTM Content tags can be added manually or through URL builders. Ensure consistency and correct URL encoding to avoid tracking errors.

  • Manual tagging

    Append ?utm_content=your_label to URLs. For multiple UTM parameters, separate with ampersands, e.g., ?utm_source=google&utm_medium=cpc&utm_campaign=spring_sale&utm_content=blue_banner.

    • Url encoding:

      Encode spaces and special characters (e.g., use ‘%20’ for spaces) to ensure valid URLs.

    • Naming conventions:

      Use lowercase and hyphens or underscores to maintain consistency across campaigns.

  • Using url builders

    Use tools like Google’s Campaign URL Builder or custom spreadsheets to generate UTM-tagged URLs automatically.

    • Campaign url builder:

      Official Google tool that outputs a fully tagged URL for use in GA4.

    • Custom scripts:

      Automate UTM tag generation via scripts or marketing automation platforms.

Using UTM Content in GA4

GA4 automatically captures utm_content values and surfaces them in traffic acquisition reports and explorations.

  • Viewing in reports

    Navigate to Acquisition > Traffic acquisition, then add ‘Session campaign content’ as a dimension to see utm_content data.

  • Exploration analysis

    In Explorations, add the ‘Session campaign content’ dimension to build custom funnels or segment performance by utm_content values.

Tracking UTM Content with Plainsignal

PlainSignal is a cookie-free, simple analytics platform that records UTM parameters including utm_content without additional configuration once installed.

  • Installation

    Add the PlainSignal script tag to your site’s <head> to start capturing UTM parameters.

    • Script example: 
      <link rel="preconnect" href="//eu.plainsignal.com/" crossorigin />
<script defer data-do="yourwebsitedomain.com" data-id="0GQV1xmtzQQ" data-api="//eu.plainsignal.com" src="//cdn.plainsignal.com/PlainSignal-min.js"></script>

  • Viewing utm content

    In the PlainSignal dashboard, filter or segment by the ‘Content’ field to analyze click data for each utm_content label.

Best Practices and Common Pitfalls

Follow naming conventions, limit the variety of content values, and avoid dynamic or auto-generated labels that are hard to interpret.

  • Define a naming schema

    Standardize labels with clear, descriptive names like ‘hero-banner’ or ‘footer-link’.

    • Consistency:

      Use the same format and casing across all campaigns.

  • Avoid overuse

    Limit different utm_content values per campaign to ensure reports remain readable and manageable.

    • Report clarity:

      Excessive labels lead to fragmented data and unclear insights.

  • Validate links

    Test URLs after tagging to ensure they resolve correctly and parameters are recognized by analytics platforms.

    • Testing tools:

      Use URL testing tools or manual checks to confirm parameters appear in analytics.

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