How to Track the UTM Content Parameter in GA4 and Showcase It in Your Reports

Hey there, I'm Paul Mosenson, your guide through the intricate world of Google Analytics. If you've ever run a digital campaign, you know the drill: you sprinkle UTM parameters like fairy dust, hoping they'll magically reveal which parts of your campaigns work best. And that's where the utm_content parameter shines – it's the secret sauce that tells you precisely which ad copy, image, or CTA is driving your audience to action. But here's the kicker: Google Analytics 4 (GA4) won't track this out of the box. That's why I'm here to walk you through, step by step, how to get GA4 to recognize, track, and report on the utm_content parameter so you can make data-driven decisions with confidence. Let’s dive in and turn those magical UTMs into solid, actionable insights.

Introduction: The granularity of campaign tracking can significantly enhance your marketing analytics. The utm_content parameter in URLs is pivotal for understanding which specific campaign elements engage your audience. Google Analytics 4 (GA4) allows for sophisticated tracking, but it requires a proper setup. In this blog post, we'll provide a detailed guide on how to track the utm_content parameter in GA4 and visualize it in your reports.

Step 1: Define the UTM Content Parameter Before diving into GA4, let's define what the utm_content parameter is used for. Typically found in the URLs of your marketing campaigns, it helps distinguish between content variations or elements within the same campaign. For example, if you're A/B testing two different images in an email campaign, utm_content=imageA and utm_content=imageB can help you discern which image performs better.

Step 2: Create a Custom Dimension in GA4 GA4 doesn't automatically track utm_content, so you need to create a custom dimension.

• Log into your GA4 account and go to the "Admin" section.
• In the "Property" column, click on “Custom Definitions” and then “Custom Dimensions”.
• Click on “Create custom dimensions”. Fill out the form:Name: UTM ContentScope: Event (as utm_content is tied to specific interactions)Description: Tracks the UTM content parameter from URLsEvent Parameter: content (ensure this matches the query parameter in your URLs)

Step 3: Configure Your Tagging Setup If you're using Google Tag Manager (GTM) to manage tags:

• In GTM, navigate to the relevant tag configuration for page views or events.
• Add a new field to the tag with:Field Name: contentValue: {{UTM Content}} (assuming you have a variable named {{UTM Content}} that captures the utm_content parameter)

Step 4: Verify Data Collection with DebugView To ensure that utm_content data is being captured:

• In GA4, click on “Configure” and select “DebugView”.
• Trigger a test event by visiting your site with a URL containing the utm_content parameter.
• In DebugView, look for your event and ensure the "content" parameter appears with the correct value.

Step 5: Visualize utm_content in GA4 Reports Now that you're collecting data, let's put it in a report.

• In GA4, navigate to the "Reports" section and click on “Explore”.
• Create a new exploration and select "Free form".
• Add the “Session source/medium” dimension to the rows.
• Add the “UTM Content” dimension you created alongside it.
• Choose the metrics you want to analyze, such as “Users”, “Sessions”, or “Conversions”.
• Save this exploration for ongoing access to these insights.

Conclusion: Tracking utm_content in GA4 gives you a window into the performance of specific campaign content. By setting up a custom dimension and using GA4's robust reporting tools, you can glean insights that drive optimization and improve the ROI of your marketing efforts.

Hope this was helpful!