utm_creative_format in Google Analytics 4

The ‘utm_creative_format’ is a key of a UTM parameter which is just like the ‘utm_content‘ key and is used to send information related to campaign content (ad version) to GA4

Just like the ‘utm_content’ key, you can also use the ‘utm_creative_format’ key to differentiate ad creatives.

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

You will be able to see the values of the ‘utm_creative_format’ key in GA4 through the following dimensions in the near future:

1. Creative format
2. Session creative format
3. First user creative format

Note: The values of the ‘utm_creative_format’ key are currently not reported in GA4.

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

You can find the value of the ‘utm_creative_format’ key in GA4 BigQuery via the ‘manual_creative_format‘ field under ‘collected_traffic_source‘:

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