How to See UTM Content in Google Analytics

You already know that using UTM parameters is a smart move for tracking your marketing campaigns. But finding the data from one specific parameter, utm_content, can feel like you're on a scavenger hunt inside Google Analytics. This article will show you exactly where to find and how to use your utm_content data in Google Analytics 4, so you can finally get credit for that high-converting link you created.

Graphed

Still Building Reports Manually?

Watch how growth teams are getting answers in seconds — not days.

Watch the Demo

So, What Exactly Is utm_content?

Before we pinpoint where the data lives in Google Analytics, let's quickly clarify what utm_content is for. You're probably familiar with the main UTM parameters:

• utm_source: Where the traffic is coming from (e.g., google, newsletter, facebook).
• utm_medium: The marketing channel (e.g., cpc, email, social).
• utm_campaign: The specific campaign you're running (e.g., may_sale, launch_promo).

The utm_content parameter is your secret weapon for A/B testing. It helps you differentiate between multiple links that all point to the same URL within the same campaign, source, and medium. Think of it as a label for a specific ad, button, or link.

A few common use cases include:

• Email marketing: Differentiating clicks on a main call-to-action button versus a link in the footer.
• Paid ads: Testing two different versions of the ad copy or an ad image within the same ad group.
• Website content: Seeing if people click the link in your header banner more than a link in the body text on a partner's blog post.

For example, if you send an email newsletter promoting a product, you might have two links pointing to that product page:

https://www.yourshop.com/product?utm_source=newsletter&utm_medium=email&utm_campaign=may_sale&utm_content=main_button

https://www.yourshop.com/product?utm_source=newsletter&utm_medium=email&utm_campaign=may_sale&utm_content=footer_link

The utm_content is the only part that's different, letting you know precisely which link they clicked on. Without it, all the clicks would just be lumped together as coming from your "may_sale" email campaign.

Graphed

Still Building Reports Manually?

Watch how growth teams are getting answers in seconds — not days.

Watch the Demo

How to Find and See utm_content Data in Google Analytics 4

Alright, you've set up your URLs correctly, and the data is flowing into Google Analytics 4. Here’s where to find it. The key thing to know is that GA4 renamed utm_content to "Manual ad content." Once you know that, it's much easier to find.

There are two primary ways to access this data: through the standard traffic reports or by building a custom Exploration report.

Method 1: The Standard Traffic Acquisition Report (The Quick Way)

This is the fastest way to get a quick look at your link performance. It's perfect for a routine check-in.

Step-by-step instructions:

1. From the left-hand navigation in your GA4 property, go to Reports → Acquisition → Traffic acquisition.
2. By default, this report groups your traffic by "Session default channel group." You’ll see a list of channels like Organic Search, Email, Paid Search, etc.
3. Click the small downward-facing arrow next to the "Session default channel group" title above the first column.
4. A dropdown menu of different dimensions will appear. In the search box, type "ad content," and select Session manual ad content from the list.

Just like that, the report will reconfigure itself to show you your traffic broken down by the utm_content tags you made. Now you can see how much traffic, how many engaged sessions, and how many conversions each specific ad version or link generated.

Pro Tip: To get more context, you can add a secondary dimension. Click the small plus sign (+) next to the "Session manual ad content" column header. Search for and select another dimension like "Session campaign" or "Session source/medium." This lets you see which utm_content variants are performing best within each specific campaign or source.

Graphed

Still Building Reports Manually?

Watch how growth teams are getting answers in seconds — not days.

Watch the Demo

Method 2: Building a Custom Report in "Explore" (The Powerful Way)

The standard reports are great for a quick peek, but if you plan on referencing your utm_content performance regularly, building a custom report offers a lot more flexibility and saves you time in the future.

The "Explore" section of GA4 lets you build completely custom reports for analysis. You'll be able to combine the exact dimensions and metrics you care about, save it, and share it with your team. It can seem a bit intimidating at first, but it's a straightforward path once you do it the first time.

Step-by-step instructions to build your UTM Content Report:

1. In the GA4 left-hand navigation, click "Explore."
2. Click the blank template with a label for "free form."
3. On the left side, navigate to the available data section. You'll see sections titled "Dimensions" and "Metrics." These are the building blocks for your report.
4. Under "Dimensions," click the plus icon. Search for and select these dimensions:
5. Now that you have relevant dimensions, click on the plus icon in the "Metrics" section. Search for and select the following metrics:
6. When you have your data building blocks selected, drag them over to the columns and rows settings in the Visualization pane.
7. Drag "Manual ad content" and "Session campaign" to "Rows" and your selected metrics to "Values" to configure the table.

What to Do With Your utm_content Data

Now that you know where to find the data, what's the plan for using it? It's not just about collecting data, it's about making data-driven decisions that drive your marketing strategy.

Optimize Your Email Layouts

In your newsletter or promotional emails, you might have a link in the header, a main button, and one in the footer. By using utm_content tags (e.g., utm_content=main_button and utm_content=footer_link), you can identify which placement is most effective. Is it the one prominently on top or a subtle mention at the end? If you notice trends, you might want to redesign or focus on the placement that appears to perform better in driving conversions.

Graphed

Still Building Reports Manually?

Watch how growth teams are getting answers in seconds — not days.

Watch the Demo

Test Creative Variations in Ads

When running digital ads, you're likely to experiment with different versions to see what resonates best. By tagging each version with unique utm_content identifiers, like utm_content=blue_ad and utm_content=red_ad, you'll not only gauge clicks but also how often each ad converts. With these insights, you can effectively allocate more budget to the shapes and messages that work, thereby optimizing ad spend.

Understand User Behavior

If you partner with another blog to feature your brand, track if your link performs differently based on placement in the article. Using tags like utm_content=top_banner and utm_content=inline_link, you'll identify which placements are more successful. The information can help you enhance your future collaborations and even specify placement preferences in advertising contracts.

Final Thoughts

Tracking utm_content in Google Analytics might take a bit of setting up, but it's worth it. Once you know where your efforts are paying off the most, you can focus on the strategies that make the biggest impact. This insight turns informed guesses into informed decisions.

While data on its own is powerful, getting the best out of it means matching your findings with creative strategies tailored to your specific audiences. Our platform, Graphed, is designed to help you gain clarity through engaging reports so you can easily make marketing decisions based on solid data insights.