Which UTM variables should I use for A/B Testing?
A/B tests are useful for testing different versions of emails and ads. Use utm_source, utm_medium, utm_content, and utm_campaign to differentiate links from different ads and emails and to differentiate the multiple links within each ad and email.
The following example illustrates the use of UTM variables in an email newsletter. In this example, the newsletter contains multiple links to a single page on your web site. Note that the utm_content is the only value that differs between the two links.
The first link is a text link:
http://www.example.com/buy_page?utm_source=newsletter&utm_medium=email&utm_content=buytext&utm_campaign=brand_x
The second link is a hyperlinked image:
http://www.example.com/buy_page?utm_source=newsletter&utm_medium=email&utm_content=buypict&utm_campaign=brand_x
Use the Google Analytics URL builder tool to create your links. Using this tool ensures that your links contain the correct syntax.
Important: Use consistent names and spellings for all of your campaign variable values.