Contents are generally part of your marketing team’s advertising campaigns. Content usually refers to a specific piece of media used in that campaign.

For example, you may have a Facebook ad campaign for a product, and the Content could be two variations of the image in that ad.

If you label them as such, they’ll appear under Content, and give you data about the visitors who came to your site from each.

You might discover that you had far more visitors from one image than the other, and so you might conclude that you should stop showing the lower-performing one.

You’ll need to set up your tracking links from external sources as you normally would. Silktide will pick up anything in the ‘utm_content’ query parameter and list it under the Content section of Analytics.

Content can also act as a filter across the reporting, so you can drill into the data to get more information on exactly how that content performed with drawing visitors.