Customize Google Analytics utm_content

Article author
Miguel Panayotty
  • Updated

Track your links in Google Analytics by customizing utm_content tags. First, enable Google Analytics tracking for links and then select the option to customize utm_content. In this article we will review how this tracking is helpful, how to enable this option in your account, and how to customize utm_content tags.


Advantages of tracking utm_content

Google Analytics is all about reviewing what sources are generating traffic on your site and then how your site is performing (converting customers). Enabling utm_content for your WordFly emails allows you to correlate the clicked link in your email to the traffic on your site. This tag could even help determine how far a subscriber is willing to review your email content if you have a long email that requires scrolling.


Here’s what Google says about utm_content tags:

utm_content: Used to differentiate similar content, or links within the same ad. For example, if you have two call-to-action links within the same email message, you can use utm_content and set different values for each so you can tell which version is more effective.


With utm_content data going back to GA you can sort on this criteria in your GA account, comparing several newsletters with parameters from Sessions to Transactions, Revenue, etc. Use this with WordFly's segmentation feature and you can analyze how the same newsletter to different customer segments performs differently depending on the link placement in the email.



How to customize utm_content tags in WordFly emails

There are a couple steps to customizing utm_content tags in WordFly emails. First, enable this feature in Account > Account Options. Second, go to your email campaign and name your links in the Testing > Email Checklist section. You'll see your link names appear in the utm_content tag of any clicked links.


#1 // Enable utm_content in Account > Account Options


1. Go to Account

2. Under Settings, select Account Options

3. Under Google Analytics tracking, enable “Include Link Name in the utm_content parameter”

4. Click Save



#2 // Name links in your email campaign


1. In your email campaign, click the Testing tab


2. Click the Email Checklist button


3. In the Links section, add names to your links in the open fields to the right of the link


4. Click Save



#3 // View link names in the utm_content tag of clicked links

Send a test email to yourself to verify that the Google Analytics tracking is working in all links.



Sample with Link Name...


*Sample without Link Name...