Glossary · Traffic sources & UTMs
What is utm_content?
utm_content is the UTM parameter used to tell apart different links, creatives or placements within the same campaign — for example two buttons in one email, or two versions of an ad.
Also called: UTM content, Campaign content
Updated
How utm_content works
…&utm_campaign=2026-10-launch&utm_content=hero-button …&utm_campaign=2026-10-launch&utm_content=footer-link
Everything else on the link stays the same; only the content value changes. That lets you compare which placement or creative earned the click while keeping the campaign's totals intact.
utm_content example
A launch email has a big hero button and a plain-text link in the P.S. Tagged hero-button and ps-link, the report shows 640 clicks on the button and 210 on the P.S. — but the P.S. link converted at 11% against the button's 5%. People who read to the end were more interested; the P.S. copy deserves a test of its own.
Good uses for utm_content
- Several links to the same page in one email or landing page.
- Ad creative variants (image vs video, headline A vs B).
- Placements of a sponsorship (newsletter top slot vs mid-slot).
- QR codes on different print materials.
Common utm_content pitfalls
- Treating it as a significance test — a difference in clicks between two variants needs enough volume; check with an A/B test significance calculator.
- Unique values per recipient: that turns a campaign tag into a personal identifier.
- Inconsistent names across sends, so variants can't be compared over time.
How VisitTrack handles utm_content
VisitTrack captures utm_source, utm_medium and utm_campaign, but not utm_content. To compare placements or creatives, give each variant its own campaign value (2026-10-launch-hero, 2026-10-launch-ps) or, for links on your own site, use a data-vt-goal attribute to record the click itself as a goal — see custom events.
Frequently asked questions
What is the difference between utm_content and utm_term?
utm_content distinguishes links or creatives within a campaign; utm_term records the keyword or audience that targeted the ad. Content is about what was clicked, term about who was targeted.
Is utm_content required?
No. It's optional and only worth adding when you need to compare several links or creatives inside one campaign.
Related terms
- UTM parametersUTM parameters are five standard query-string tags — utm_source, utm_medium, utm_campaign, utm_term and utm_content — added to a link so analytics tools can attribute the visit to a specific source, channel and campaign.
- utm_termutm_term is the UTM parameter originally meant for the paid search keyword that triggered an ad, and now commonly used for any targeting detail — a keyword, audience or ad-set name.
- utm_campaignutm_campaign is the UTM parameter that names the specific campaign, launch or promotion a link belongs to, so visits and conversions from every channel in that campaign can be grouped together.
- Click-through rate (CTR)Click-through rate (CTR) is the percentage of people who clicked a link out of everyone who saw it — clicks divided by impressions.
- Custom eventsCustom events are events you define and send to your analytics tool yourself — such as signup, demo_booked or plan_upgraded — to record actions that are specific to your product and can't be detected automatically.
Tools and guides
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