# utm_content

> The UTM parameter that tells apart links or creatives within the same campaign.

Source: https://datacenter.so/glossary/utm-content

`utm_content` separates links that share a source, medium and campaign: the bio link from the story link, the header button from the footer link in one email, video A from video B in one ad set.

It is the parameter that makes comparisons possible. Without it, an Instagram campaign with a bio link and five stories reports as one row. With it, you see which placement brought the sales.

## Related terms

- https://datacenter.so/glossary/utm-term
- https://datacenter.so/glossary/utm-campaign
- https://datacenter.so/glossary/utm-parameters