utm_content Parameter Explained: 7 Real Campaign Examples

Two links go to the same landing page from your newsletter. One is a header button. One is a middle-of-email image. They both lead to your pricing page. Which one actually drove the signup?

Without the utm_content parameter, you have no idea. GA4 just shows “newsletter, email” as the source and medium, and lumps every click together.

I am Bhargav, founder of Linkutm. I have built campaign tracking for hundreds of marketing teams, and utm_content is the parameter that gets ignored the most. Yet it is the one that turns vague campaign reports into actually useful data.

In this guide, I will show you exactly what utm_content does, when to use it, and walk you through 7 real campaign examples across email, paid ads, social, affiliates, QR codes, SMS, and display ads.

What is the utm_content parameter?

The utm_content parameter is an optional UTM tag that distinguishes between similar links pointing to the same destination URL. It tells your analytics tool which specific ad version, email button, image, or creative drove the click.

Here is what a tagged URL looks like with utm_content:

https://yoursite.com/pricing?utm_source=newsletter&utm_medium=email&utm_campaign=may_promo&utm_content=header_button

The utm_content=header_button part is the only thing that changes between versions. Same source. Same medium. Same campaign. Different position or creative.

Real talk: utm_source, utm_medium, and utm_campaign are the “core three” most teams use. utm_content is the optional fourth. But ignoring it means you give up the ability to test, compare, or optimize anything below the campaign level.

According to a 2024 industry survey from UTM.io, 47% of marketers still ignore utm_content despite using utm_source, utm_medium, and utm_campaign. That is a massive missed opportunity.

Honest limitation: utm_content does nothing on its own. You still need utm_source, utm_medium, and utm_campaign for proper attribution. Adding utm_content without the others gives you nothing.

What does utm_content do that utm_campaign and utm_source can’t?

utm_content gives you data below the campaign level. It answers questions the other parameters cannot.

Look, here is the difference. utm_source tells you “newsletter.” utm_medium tells you “email.” utm_campaign tells you “may_promo.” That is great. But if your may_promo email had three different links, you cannot tell which one worked.

utm_content fixes that. Tag each link differently and now your GA4 report shows:

• header_button: 187 clicks, 12 conversions
• middle_image: 412 clicks, 31 conversions
• footer_text: 49 clicks, 2 conversions

Suddenly you know the middle image drove 3x more conversions than the header. That changes how you design every email after this one.

A HubSpot newsletter A/B study from 2024 found that middle-position links typically get 1.5-2x more clicks than headers when measured via utm_content. You only know that if you are tagging position separately.

Honest limitation: utm_content data is only as good as your naming. If one team member uses “header_btn” and another uses “header-button,” GA4 treats them as different links and your data fragments.

What’s the difference between utm_content and utm_term?

utm_content tags creative or position variations. utm_term originally tagged paid search keywords. They serve different purposes, and most articles confuse them.

Here is a clean comparison:

Parameter	What It Tracks	Required?	Common Use
utm_campaign	The overall campaign or promotion	Recommended	“summer_sale_2026”
utm_content	Specific link, ad, or creative variation	Optional	“header_cta”, “blue_button”
utm_term	Paid search keyword (or audience segment)	Optional	“running_shoes”, “vip_segment”

I prefer using utm_term only for paid search keywords (Google Ads, Bing Ads). For everything else (creative variations, button positions, image placements), utm_content is the right choice.

If you are running Google Ads with auto-tagging, Google handles utm_term for you. You do not need to manually add it. But you might still want utm_content to track which ad variation got the click.

Honest limitation: utm_term gets misused all the time. Some teams use it for audience segments (“vip_subscribers”) instead of keywords. That is technically wrong but harmless if you are consistent. Pick one approach and stick to it across your team.

When should you use utm_content (and when should you skip it)?

Use utm_content when you have multiple similar links or want to test variations. Skip it when you have a single link or no plan to compare anything.

Here is the decision framework I use with linkutm customers:

Scenario	Use utm_content?
Multiple links in one email pointing to the same page	Yes
Testing two headline variations of the same ad	Yes
Single link in a post or email	No, optional
Tracking which influencer drove clicks	Sometimes (utm_source often better)
Tracking offline → online via QR code	Yes
Tracking paid keywords in Google Ads	Use utm_term, not utm_content
Tracking which CTA button color converts	Yes
Tracking position of a banner ad	Yes

The simple rule: if two links would otherwise look identical to GA4, utm_content is what separates them.

Honest limitation: Adding utm_content to every link creates noise. If you tag a single newsletter CTA with utm_content=cta_button when there is only one link, you are not learning anything. Save utm_content for cases where comparison matters.

How do you use utm_content in real campaigns?

Here are 7 real campaign examples I have built for linkutm customers. Each one shows the exact tagged URL and what you learn from it.

Example 1: Email newsletter (header vs middle vs footer)

You send a monthly newsletter. It has three links to the same pricing page: a header button, a middle product image, and a footer text link. Without utm_content, you cannot tell which position drove the most clicks.

Tagged URLs:

yoursite.com/pricing?utm_source=newsletter&utm_medium=email&utm_campaign=may_2026&utm_content=header_button
yoursite.com/pricing?utm_source=newsletter&utm_medium=email&utm_campaign=may_2026&utm_content=middle_image
yoursite.com/pricing?utm_source=newsletter&utm_medium=email&utm_campaign=may_2026&utm_content=footer_text

What you learn: Which position drives the most engaged clicks. After three months of consistent testing, one Linkutm e-commerce customer found their middle image converted at 3x the rate of the header button. They redesigned every email around middle-image CTAs.

Example 2: Paid search (ad copy variations)

You run Google Ads with two ad variations testing different headlines. The clicks all flow to the same landing page. Auto-tagging handles utm_term (the keyword), but you want to track which headline performed better.

Tagged URLs:

yoursite.com/free-trial?utm_source=google&utm_medium=cpc&utm_campaign=brand_search&utm_content=headline_a_save_5_hours
yoursite.com/free-trial?utm_source=google&utm_medium=cpc&utm_campaign=brand_search&utm_content=headline_b_replace_spreadsheets

What you learn: Which headline copy resonates with your paid traffic. This data feeds back into your ad rotation strategy. You can also compare conversion rates across utm_content values to refine messaging.

Honest limitation: Google Ads has its own A/B testing within the ad platform. utm_content here is mostly useful if you want to see ad performance inside GA4 next to your other channels.

Example 3: Display banner ads (creative variations)

You run a display campaign with three banner sizes and two color variants of each. That is six different creatives, all linking to the same landing page.

Tagged URLs:

yoursite.com/offer?utm_source=googleads&utm_medium=display&utm_campaign=q2_acquisition&utm_content=banner_300x250_orange
yoursite.com/offer?utm_source=googleads&utm_medium=display&utm_campaign=q2_acquisition&utm_content=banner_300x250_blue
yoursite.com/offer?utm_source=googleads&utm_medium=display&utm_campaign=q2_acquisition&utm_content=banner_728x90_orange

What you learn: Which banner size and color combination drives the best clicks. After running this for two weeks with 10,000+ impressions per variation, you have statistically meaningful data.

Example 4: Social media (organic posts and bio links)

You post the same offer on Instagram, LinkedIn, and Twitter. You also have a bio link in your Instagram profile. Without utm_content, you cannot tell which post location drove the click.

Tagged URLs:

yoursite.com/launch?utm_source=instagram&utm_medium=social&utm_campaign=product_launch&utm_content=bio_link
yoursite.com/launch?utm_source=instagram&utm_medium=social&utm_campaign=product_launch&utm_content=story_swipeup_day1
yoursite.com/launch?utm_source=instagram&utm_medium=social&utm_campaign=product_launch&utm_content=carousel_post_slide_3

What you learn: Which Instagram surface drives traffic. Stories vs feed posts vs bio link. You can compare clicks per impression across each.

Honest limitation: Some social platforms strip URL parameters when shared. Test your tagged links before launching at scale.

Example 5: Affiliate and influencer campaigns

You work with five influencers promoting the same product. Each one needs a unique trackable link so you can pay them based on performance.

Tagged URLs:

yoursite.com/buy?utm_source=influencer&utm_medium=affiliate&utm_campaign=summer_collab&utm_content=jane_instagram_reel
yoursite.com/buy?utm_source=influencer&utm_medium=affiliate&utm_campaign=summer_collab&utm_content=mike_youtube_30sec
yoursite.com/buy?utm_source=influencer&utm_medium=affiliate&utm_campaign=summer_collab&utm_content=sarah_tiktok_dance

What you learn: Which influencer drove the most conversions. Some teams use utm_source for the influencer name instead. Either works. I prefer utm_content because it keeps utm_source consistent across the whole influencer program.

A linkutm agency customer running an influencer program for a fashion brand found that 2 of 12 influencers drove 78% of total conversions. They renegotiated rates based on this data.

Example 6: QR codes on print materials

You print 5,000 flyers and put them in three locations: your storefront, a partner cafe, and a local event. All three QR codes lead to the same offer page.

Tagged URLs (encoded in each QR):

yoursite.com/special?utm_source=qr&utm_medium=print&utm_campaign=may_flyer&utm_content=poster_storefront
yoursite.com/special?utm_source=qr&utm_medium=print&utm_campaign=may_flyer&utm_content=poster_cafe_partner
yoursite.com/special?utm_source=qr&utm_medium=print&utm_campaign=may_flyer&utm_content=poster_event_april28

What you learn: Which physical location drove the most QR scans. This is how you bridge offline marketing into GA4. Without utm_content, all three locations look identical in your reports.

Example 7: SMS campaigns (message variants)

You send a promotional SMS to two segments with slightly different message copy. Both messages link to the same offer page.

Tagged URLs:

yoursite.com/sale?utm_source=sms&utm_medium=text&utm_campaign=flash_sale&utm_content=variant_a_short_copy
yoursite.com/sale?utm_source=sms&utm_medium=text&utm_campaign=flash_sale&utm_content=variant_b_emoji_copy

What you learn: Which message style gets more clicks per send. You compare CTR on each variant after the campaign closes.

What are the rules for naming utm_content values?

Use lowercase, no spaces, descriptive values, and apply the same naming convention every time. Inconsistent naming destroys your data.

Here are the four rules I enforce on every linkutm customer:

1. Lowercase only. GA4 treats “Header_CTA” and “header_cta” as different values. Stick to lowercase always.
2. No spaces. Use underscores or hyphens. “header cta” becomes “header_cta” or “header-cta.” Pick one and stick with it.
3. Descriptive, not cryptic. “header_button_blue” is better than “h1b.” You will read this data in three months and need to remember what it meant.
4. Consistent prefixes by type. Position prefixes (header_, middle_, footer_), creative prefixes (banner_, image_, text_), and variant suffixes (_a, _b, _v1, _v2).

For more detail on this, check out our full guide on UTM naming conventions. It covers the same rules across all five parameters.

Honest limitation: Naming conventions only work if your whole team follows them. One person using “header_btn” while another uses “header_button” splits your data. linkutm’s UTM templates and rules feature enforces this automatically, but you can also do it manually with a shared spreadsheet.

How do you A/B test with utm_content?

Tag each variation with a distinct utm_content value, send equal traffic to both, and compare results in GA4 once you have statistical significance.

Here is the process:

1. Create two versions of your link with different utm_content values (variant_a and variant_b).
2. Split your audience evenly. Send half to variant_a, half to variant_b.
3. Wait for at least 1,000 clicks per variant before drawing conclusions. Less than that and your data is noise.
4. Compare conversion rate, not just click count. The variant with more clicks might convert worse.
5. Check GA4 → Reports → Traffic acquisition → Add “Session manual ad content” as secondary dimension.

Quick math example. Variant A gets 800 clicks and 40 signups (5% conversion). Variant B gets 750 clicks and 60 signups (8% conversion). Variant B wins on conversion despite fewer clicks. Without utm_content, you would have seen 1,550 clicks and 100 signups (6.4% conversion) and learned nothing about which variant worked.

For broader testing strategy, our UTM best practices guide covers more advanced patterns.

Honest limitation: A/B testing with utm_content alone is not real statistical testing. It is directional. For high-stakes decisions, use a proper experimentation platform. utm_content is great for quick learning, not for proving causation.

How do you find utm_content data in GA4?

Go to Reports → Acquisition → Traffic acquisition, then add “Session manual ad content” as a secondary dimension. That is the GA4 name for utm_content data.

Step-by-step:

1. Open GA4 and go to Reports in the left sidebar.
2. Click Acquisition → Traffic acquisition.
3. Above the table, click the dropdown next to the primary dimension (default is “Session default channel group”).
4. Change to Session campaign to see your campaigns.
5. Click the + button to add a secondary dimension.
6. Select Session manual ad content. This shows your utm_content values next to each campaign.

You can also build a custom Explore report that pivots utm_content against conversions, revenue, or any other event. That is where the real insight lives.

For the full naming logic that powers GA4 reports, see Google’s official campaign tagging documentation.

Honest limitation: GA4 sometimes attributes clicks oddly when users bounce between channels. If you see weird numbers, check whether your utm_content values are spelled consistently and whether the visit completed a session.

What are common utm_content mistakes?

The four mistakes I see most often: inconsistent naming, including PII, mixing up utm_content with utm_term, and tagging links that do not need it.

1. Inconsistent naming. “Header_CTA” and “header_cta” are different values in GA4. Always use lowercase. This is mistake number one for 80%+ of teams I onboard.
2. Including personal info. Never put email addresses, customer IDs, or names in utm_content. URLs get shared, logged, and indexed. utm_content=user_jane_smith_email is a privacy risk.
3. Confusing utm_content and utm_term. Use utm_content for creative variations. Use utm_term only for paid search keywords. Pick one and stick to it.
4. Over-tagging. A single link in a single email does not need utm_content. You add noise without insight. Reserve it for cases where comparison matters.

Honest limitation: Even with perfect naming, utm_content cannot tell you why one variant beat another. It tells you what happened, not why. Pair the data with qualitative research (surveys, session recordings) for the full picture.

utm_content FAQs

Is utm_content required?

No, utm_content is optional. Only utm_source, utm_medium, and utm_campaign are typically considered the “core three” UTM parameters. But utm_content is what gives you per-link insight, which is why I recommend using it whenever you have multiple variations.

Can I use utm_content with paid Google Ads?

Yes, but use it for ad copy variations, not keywords. Google Ads auto-tagging handles keywords through gclid (or utm_term if you turn on manual tagging). Use utm_content to test which ad headline or description drove the click.

What’s a good naming convention for utm_content?

Lowercase, no spaces, descriptive. Use underscores or hyphens. Example: header_cta_blue not Header CTA Blue. Apply the same convention across your whole team. Use a free UTM builder that enforces lowercase automatically.

Where does utm_content show up in GA4?

In GA4, utm_content shows up as “Session manual ad content.” Find it under Reports → Acquisition → Traffic acquisition, then add Session manual ad content as a secondary dimension.

Can I use utm_content for A/B testing?

Yes. Tag each variation with a distinct utm_content value, then compare performance in GA4 once you have at least 1,000 clicks per variant. It is directional testing, not statistical testing, but it works for most marketing decisions.

Should I use utm_content for every link?

No. Only use it when you have multiple similar links or want to test variations. Single links in a single email or post do not need it. Adding utm_content where it adds no insight just creates report noise.

Can utm_content break my analytics?

Only if you use inconsistent naming. “Header_CTA” and “header_cta” count as different values in GA4. Stick to one casing and naming pattern. utm_content itself never breaks tracking.

Track every variation, not just every campaign

Look, here is what I tell every marketer building campaigns. utm_source and utm_medium tell you the channel. utm_campaign tells you the promotion. utm_content tells you what actually worked inside the promotion.

Skip utm_content and you are flying blind below the campaign level. Your reports show “newsletter, email, may_promo” performed well, but you cannot tell which CTA, image, or position deserves credit. That is a missed learning every single campaign.

Use utm_content correctly and every email, ad, and post becomes a tiny experiment. Over six months you build a data-backed playbook for what works in your specific channels.

Ready to start tagging campaign links the right way? Use our free UTM builder to create properly tagged URLs in seconds. It enforces lowercase, supports utm_content out of the box, and saves UTM templates so your whole team uses consistent naming. No spreadsheets. No typos. Just clean campaign data that tells you what actually drives results.