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