utm_creative_format

utm_creative_format is an optional UTM parameter that records the type of ad creative behind a campaign click. It identifies the format category of the creative, such as display, video, native, or search, rather than a specific creative variation. Google added it for GA4 alongside utm_id, utm_source_platform, and utm_marketing_tactic, extending the original five Urchin tags.

A tagged URL with utm_creative_format looks like this:

https://example.com/?utm_source=facebook&utm_medium=cpc&utm_campaign=spring_sale&utm_creative_format=video

When GA4 reads that URL, it records video in the “Manual creative format” dimension and attributes the value to the session.

What utm_creative_format Identifies

utm_creative_format answers one question: what kind of creative produced this click? It groups campaign traffic by the format of the ad, which lets analysts compare performance across creative types.

Google suggests four standard values:

• display: banner and image ads served across the web.
• video: video ads on platforms such as YouTube or social feeds.
• native: ads styled to match the surrounding content of a page.
• search: text ads served on search engine results pages.

These values are not enforced. A team can use any label that describes its creative formats, such as carousel, story, or rich-media. The value is descriptive only. It does not change attribution, channel grouping, or how the click is counted.

utm_creative_format vs utm_content

This is the most common point of confusion. Both parameters relate to creative, but at different levels.

Parameter	What it represents	Example value
utm_content	The specific creative or link clicked	top-banner, blue-cta, hero-image-a
utm_creative_format	The format category of the creative	display, video, native

utm_content answers “which exact ad or link was clicked?”. utm_creative_format answers “what type of creative was it?”. A video ad tested in two versions would share utm_creative_format=video while each version carries a distinct utm_content value. Both parameters can appear in the same URL.

The Extended GA4 UTM Parameters

utm_creative_format is one of four parameters Google introduced specifically for GA4. None existed in Universal Analytics, and all four are optional:

• utm_id: a unique campaign ID used to join clicks to imported ad cost data.
• utm_source_platform: the platform that managed or bought the campaign.
• utm_creative_format: the type of ad creative.
• utm_marketing_tactic: the targeting approach, such as remarketing or prospecting.

Each feeds its own “Manual” dimension in GA4. The four are aimed at teams running paid campaigns that need finer reporting than the original five tags allow.

Where utm_creative_format Appears in GA4

GA4 stores the value in a dimension called “Manual creative format.” This dimension does not appear in the default Traffic acquisition or User acquisition reports.

To see it, build an exploration: open Explore, create a Free-form report, and add “Manual creative format” as a dimension or breakdown. A custom report in the Library works the same way. Pairing “Manual creative format” with a metric such as sessions or conversions reveals which creative types drive the best results.

Best Practices

• Use a fixed value list. Decide on a small set of formats (display, video, native, search) and reuse them. Free-typed values fragment the reporting.
• Keep values lowercase and consistent. Like all UTM values, utm_creative_format is case sensitive. Video and video register as two separate formats.
• Do not duplicate utm_content. Put the format category here and the specific creative in utm_content.
• Add it only when format comparison matters. If a campaign runs a single creative type, the parameter adds no insight.
• Skip it for organic email and social. Those links have no paid creative to classify.

Frequently Asked Questions

What is utm_creative_format used for?

utm_creative_format records the type of ad creative behind a campaign click, such as display, video, native, or search. It lets analysts compare performance across creative formats inside GA4. The parameter is descriptive only and does not affect attribution or channel grouping.

What is the difference between utm_content and utm_creative_format?

utm_content identifies the specific creative or link clicked, like top-banner or hero-image-a. utm_creative_format identifies the broader format category, like video or display. Two versions of the same video ad would share utm_creative_format=video but carry different utm_content values.

Is utm_creative_format required?

No. utm_creative_format is optional, like utm_id, utm_source_platform, and utm_marketing_tactic. GA4 records every session whether or not the parameter is present. Only utm_source, utm_medium, and utm_campaign are needed for standard campaign attribution.

Where does utm_creative_format show up in GA4?

GA4 stores it in the “Manual creative format” dimension, which is not in default reports. Open Explore, create a Free-form exploration, and add “Manual creative format” as a dimension to see the values.

Does utm_creative_format work in Universal Analytics?

No. utm_creative_format is a GA4-only parameter. Universal Analytics supported only the original five Urchin tags: utm_source, utm_medium, utm_campaign, utm_term, and utm_content.

To build campaign URLs with utm_creative_format and the other extended GA4 parameters, use the free UTM builder at linkutm.