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‘utm_content’ is a key of a UTM parameter which is used to send information related to campaign content (ad version) to GA4.

For example.

If you have two banner ads with the same ad copy and call to action but different graphics, you can use the ‘utm_content’ key and set different values for each.

So, you can later determine which ad version was more effective in terms of driving traffic and sales.


Banner Ad1: https://www.abc.com/book-maths-and-stats/?utm_source=facebook&utm_medium=social&utm_campaign=pdf-book-campaign&utm_content=ad1


Banner Ad2: https://www.abc.com/book-maths-and-stats/?utm_source=facebook&utm_medium=social&utm_campaign=pdf-book-campaign&utm_content=ad2


Note: The use of the UTM parameters: ‘utm_campaign’, ‘utm_term’ and ‘utm_content’ in an ad URL is optional. However, the use of UTM parameters: ‘utm_source’ and ‘utm_medium’ is required.

Where can you find the values of the ‘utm_content’ key in GA4?

You can see the values of the ‘utm_content’ key in GA4 through the following dimensions:

  1. Manual ad content (at present not available in GA4)
  2. Session manual ad content
  3. First user manual ad content

Where can you find the value of the ‘utm_content’ key in GA4 BigQuery?

You can find the value of the ‘utm_key’ key in GA4 BigQuery via the ‘manual_content‘ field under ‘collected_traffic_source‘:
  1. Google Analytics 4 often report inflated conversion counts by default.
  2. The Best Reporting Identity for Google Analytics 4.
  3. 'Days to key events' metric in Google Analytics 4.
  4. Advertising Reports in Google Analytics 4.
  5. Google Analytics 4 Data Delays Guidelines.
  6. Data deletion requests in Google Analytics 4 (GA4).
  7. How to Mix GA4 Dimensions & Metrics of Different Scopes?
  8. The best platform for GTM Server Side Tagging.
  9. Use the Data Manager API instead of the Measurement Protocol.
  10. utm_id (Campaign ID) in Google Analytics 4.
  11. utm_source (campaign traffic source) in Google Analytics 4.
  12. utm_medium (campaign traffic medium) in Google Analytics 4.
  13. utm_campaign (campaign name) in Google Analytics 4.
  14. utm_term (campaign term) in Google Analytics 4.
  15. utm_content (campaign content) in Google Analytics 4.
  16. utm_source_platform in Google Analytics 4.
  17. utm_campaign_id in Google Analytics 4.
  18. utm_creative_format in Google Analytics 4.
  19. utm_marketing_tactic in Google Analytics 4.
  20. Filter Google Analytics 4 Reports by UTM Parameters.