Origin or means of the campaign

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It is the platform from which traffic originates, indicating the name of the channels and what Google recommends.

This identification is done through the URL fragment "utm_source = channel" (the "channel" is the channel, for example, Facebook or email).

For example:


The “channel” in this case is Twitter. Therefore, utm_source identifies Twitter as the traffic source.

Origin or means of the campaign
Here you can identify how the traffic is united kingdom phone number list coming to you, whether it's through a post, a CPC, an affiliate link, etc.


We can see that, in this case, the origin of the traffic is social (social networks).

Campaign media can usually be viewed in the Google Analytics dashboard.

Simply go to Acquisition > All Traffic > Source/Media to check all UTM parameter activities according to each source which can be, for example:

Social networks
Email
CPC
Display
Affiliates
Ebook
QR Code
Campaign content
If you are doing A/B testing of your ads, this metric is very useful to bring details of each one.

Additionally, you can use it to distinguish links that take the user to the same URL.


So, utm_content specifies the ad or link that generated the traffic. You can test different versions of the same ad and see which one performs best.

Content campaigns can also be applied to marketing campaigns. For example: you can use different links in the emails sent to your list, inserting the UTM parameter in the image, text, CTA buttons and check which one has the best result.