Utm_content is not a required UTM parameter. Usually utm_medium, utm_source and utm_campaign are enough to analyze the performance of a marketing campaign.
utm_content really helps when we’re testing multiple messages (or variation of colors, personas etc) and we need to identify what message works better. It allows us to maximize our profit by investing our marketing money into the best performing content
In this exercise let’s find out what utm_content has the highest amount of signups on Twitter.
Note: if utm_content is reading_is_golden –...