What is utm_content?

Who adds it

Marketers add it to tell links in the same campaign apart, such as two buttons in one email. Microsoft Advertising's auto-tagging uses it for the ad group the keyword came from.

What it means

It identifies which creative, link or ad version someone clicked. Two visits with the same source, medium and campaign can carry different utm_content values.

What to do with it

Keep the naming consistent across ads so you can compare versions. Like the other UTM tags, it's visible to anyone who sees the URL.

How Vireo shows it

Vireo doesn't record utm_content. Vireo Pro's UTM campaigns card reports utm_source, utm_medium and utm_campaign only.

In the free plugin, Vireo drops the query string from page addresses, keeping only a few WordPress ones such as p and page_id, so a tagged URL counts as the same page as the untagged one. The visit is counted under the referrer it arrived with.

See Referrers and sources in the docs.

Sources

utm_content : Use to differentiate creatives.

URL builders: Collect campaign data with custom URLs - Analytics Help

utm_content Which ad group the keyword came from.

How do I add UTM tags to my landing page URL? - Microsoft Advertising