diff --git a/CHANGELOG.md b/CHANGELOG.md
index 019553734..60ac98a90 100644
--- a/CHANGELOG.md
+++ b/CHANGELOG.md
@@ -16,6 +16,7 @@ All notable changes to this project will be documented in this file.
 - Delete a site and all related data through the Sites API
 - Subscribed users can see their Paddle invoices from the last 12 months under the user settings
 - Allow custom styles to be passed to embedded iframe plausible/analytics#1522
+- New UTM Tags `utm_content` and `utm_term` plausible/analytics#515
 
 ### Fixed
 - UI fix where multi-line text in pills would not be underlined properly on small screens.
diff --git a/assets/js/dashboard/query.js b/assets/js/dashboard/query.js
index 74ec396c7..366d00f26 100644
--- a/assets/js/dashboard/query.js
+++ b/assets/js/dashboard/query.js
@@ -30,6 +30,8 @@ export function parseQuery(querystring, site) {
       'utm_medium': q.get('utm_medium'),
       'utm_source': q.get('utm_source'),
       'utm_campaign': q.get('utm_campaign'),
+      'utm_content': q.get('utm_content'),
+      'utm_term': q.get('utm_term'),
       'referrer': q.get('referrer'),
       'screen': q.get('screen'),
       'browser': q.get('browser'),
@@ -159,6 +161,8 @@ export const formattedFilters = {
   'utm_medium': 'UTM Medium',
   'utm_source': 'UTM Source',
   'utm_campaign': 'UTM Campaign',
+  'utm_content': 'UTM Content',
+  'utm_term': 'UTM Term',
   'referrer': 'Referrer URL',
   'screen': 'Screen size',
   'browser': 'Browser',
diff --git a/assets/js/dashboard/router.js b/assets/js/dashboard/router.js
index 84df38d8a..7b05c0bcb 100644
--- a/assets/js/dashboard/router.js
+++ b/assets/js/dashboard/router.js
@@ -30,7 +30,7 @@ export default function Router({site, loggedIn, currentUserRole}) {
         <ScrollToTop />
         <Dash site={site} loggedIn={loggedIn} currentUserRole={currentUserRole} />
         <Switch>
-          <Route exact path={["/:domain/sources", "/:domain/utm_mediums", "/:domain/utm_sources", "/:domain/utm_campaigns"]}>
+          <Route exact path={["/:domain/sources", "/:domain/utm_medium", "/:domain/utm_source", "/:domain/utm_campaign", "/:domain/utm_content", "/:domain/utm_term" ]}>
             <SourcesModal site={site} />
           </Route>
           <Route exact path="/:domain/referrers/Google">
diff --git a/assets/js/dashboard/stats/modals/sources.js b/assets/js/dashboard/stats/modals/sources.js
index 334483a31..fd47b2bd6 100644
--- a/assets/js/dashboard/stats/modals/sources.js
+++ b/assets/js/dashboard/stats/modals/sources.js
@@ -10,7 +10,9 @@ const TITLES = {
   sources: 'Top Sources',
   utm_mediums: 'Top UTM mediums',
   utm_sources: 'Top UTM sources',
-  utm_campaigns: 'Top UTM campaigns'
+  utm_campaigns: 'Top UTM campaigns',
+  utm_contents: 'Top UTM contents',
+  utm_terms: 'Top UTM Terms'
 }
 
 class SourcesModal extends React.Component {
@@ -84,6 +86,8 @@ class SourcesModal extends React.Component {
     if (filter === 'utm_mediums') query.set('utm_medium', source.name)
     if (filter === 'utm_sources') query.set('utm_source', source.name)
     if (filter === 'utm_campaigns') query.set('utm_campaign', source.name)
+    if (filter === 'utm_contents') query.set('utm_content', source.name)
+    if (filter === 'utm_terms') query.set('utm_term', source.name)
 
     console.log(source)
 
diff --git a/assets/js/dashboard/stats/sources/source-list.js b/assets/js/dashboard/stats/sources/source-list.js
index c19bf2fa8..3a16f125f 100644
--- a/assets/js/dashboard/stats/sources/source-list.js
+++ b/assets/js/dashboard/stats/sources/source-list.js
@@ -138,9 +138,11 @@ class AllSources extends React.Component {
 }
 
 const UTM_TAGS = {
-  utm_medium: {label: 'UTM Medium', endpoint: 'utm_mediums'},
-  utm_source: {label: 'UTM Source', endpoint: 'utm_sources'},
-  utm_campaign: {label: 'UTM Campaign', endpoint: 'utm_campaigns'},
+  utm_medium: {label: 'UTM Medium', shortLabel: 'UTM Medium', endpoint: 'utm_mediums'},
+  utm_source: {label: 'UTM Source', shortLabel: 'UTM Source', endpoint: 'utm_sources'},
+  utm_campaign: {label: 'UTM Campaign', shortLabel: 'UTM Campai', endpoint: 'utm_campaigns'},
+  utm_content: {label: 'UTM Content', shortLabel: 'UTM Conten', endpoint: 'utm_contents'},
+  utm_term: {label: 'UTM Term', shortLabel: 'UTM Term', endpoint: 'utm_terms'},
 }
 
 class UTMSources extends React.Component {
@@ -266,6 +268,11 @@ class UTMSources extends React.Component {
   }
 }
 
+import { Fragment } from 'react'
+import { Menu, Transition } from '@headlessui/react'
+import { ChevronDownIcon } from '@heroicons/react/solid'
+import classNames from 'classnames'
+
 export default class SourceList extends React.Component {
   constructor(props) {
     super(props)
@@ -284,15 +291,57 @@ export default class SourceList extends React.Component {
   }
 
   renderTabs() {
-    const activeClass = 'inline-block h-5 text-indigo-700 dark:text-indigo-500 font-bold active-prop-heading'
-    const defaultClass = 'hover:text-indigo-600 cursor-pointer'
+    const activeClass = 'inline-block h-5 text-indigo-700 dark:text-indigo-500 font-bold active-prop-heading truncate text-left'
+    const defaultClass = 'hover:text-indigo-600 cursor-pointer truncate text-left'
+    const dropdownOptions = ['utm_medium', 'utm_source', 'utm_campaign']
+    let buttonText = UTM_TAGS[this.state.tab] ? UTM_TAGS[this.state.tab].label : 'UTM Params'
+
     return (
-      <ul className="flex text-xs font-medium text-gray-500 dark:text-gray-400 space-x-2">
-        <li className={this.state.tab === 'all' ? activeClass : defaultClass} onClick={this.setTab('all')}>All</li>
-        <li className={this.state.tab === 'utm_medium' ? activeClass : defaultClass} onClick={this.setTab('utm_medium')}>Medium</li>
-        <li className={this.state.tab === 'utm_source' ? activeClass : defaultClass} onClick={this.setTab('utm_source')}>Source</li>
-        <li className={this.state.tab === 'utm_campaign' ? activeClass : defaultClass} onClick={this.setTab('utm_campaign')}>Campaign</li>
-      </ul>
+      <div className="flex text-xs font-medium text-gray-500 dark:text-gray-400 space-x-2">
+        <div className={this.state.tab === 'all' ? activeClass : defaultClass} onClick={this.setTab('all')}>All</div>
+
+        <Menu as="div" className="relative inline-block text-left">
+          <div>
+            <Menu.Button className="inline-flex justify-between focus:outline-none">
+              <span style={{width: '4.6rem'}} className={this.state.tab.startsWith('utm_') ? activeClass : defaultClass}>{buttonText}</span>
+              <ChevronDownIcon className="-mr-1 ml-px h-4 w-4" aria-hidden="true" />
+            </Menu.Button>
+          </div>
+
+          <Transition
+            as={Fragment}
+            enter="transition ease-out duration-100"
+            enterFrom="transform opacity-0 scale-95"
+            enterTo="transform opacity-100 scale-100"
+            leave="transition ease-in duration-75"
+            leaveFrom="transform opacity-100 scale-100"
+            leaveTo="transform opacity-0 scale-95"
+          >
+            <Menu.Items className="text-left origin-top-right absolute right-0 mt-2 w-56 rounded-md shadow-lg bg-white ring-1 ring-black ring-opacity-5 focus:outline-none z-10">
+              <div className="py-1">
+                { dropdownOptions.map((option) => {
+                  return (
+                    <Menu.Item key={option}>
+                      {({ active }) => (
+                        <span
+                          onClick={this.setTab(option)}
+                          className={classNames(
+                            active ? 'bg-gray-100 text-gray-900 cursor-pointer' : 'text-gray-700',
+                            'block px-4 py-2 text-sm',
+                            this.state.tab === option ? 'font-bold' : ''
+                          )}
+                        >
+                          {UTM_TAGS[option].label}
+                        </span>
+                      )}
+                    </Menu.Item>
+                  )
+                })}
+              </div>
+            </Menu.Items>
+          </Transition>
+        </Menu>
+      </div>
     )
   }
 
@@ -305,6 +354,10 @@ export default class SourceList extends React.Component {
       return <UTMSources tab={this.state.tab} setTab={this.setTab.bind(this)} renderTabs={this.renderTabs.bind(this)} {...this.props} />
     } else if (this.state.tab === 'utm_campaign') {
       return <UTMSources tab={this.state.tab} setTab={this.setTab.bind(this)} renderTabs={this.renderTabs.bind(this)} {...this.props} />
+    } else if (this.state.tab === 'utm_content') {
+      return <UTMSources tab={this.state.tab} setTab={this.setTab.bind(this)} renderTabs={this.renderTabs.bind(this)} {...this.props} />
+    } else if (this.state.tab === 'utm_term') {
+      return <UTMSources tab={this.state.tab} setTab={this.setTab.bind(this)} renderTabs={this.renderTabs.bind(this)} {...this.props} />
     }
   }
 }
diff --git a/lib/plausible/event/clickhouse_schema.ex b/lib/plausible/event/clickhouse_schema.ex
index 8b2ae8f30..f5d5fe678 100644
--- a/lib/plausible/event/clickhouse_schema.ex
+++ b/lib/plausible/event/clickhouse_schema.ex
@@ -17,6 +17,8 @@ defmodule Plausible.ClickhouseEvent do
     field :utm_medium, :string, default: ""
     field :utm_source, :string, default: ""
     field :utm_campaign, :string, default: ""
+    field :utm_content, :string, default: ""
+    field :utm_term, :string, default: ""
 
     field :country_code, :string, default: ""
     field :subdivision1_code, :string, default: ""
@@ -53,6 +55,8 @@ defmodule Plausible.ClickhouseEvent do
         :utm_medium,
         :utm_source,
         :utm_campaign,
+        :utm_content,
+        :utm_term,
         :country_code,
         :subdivision1_code,
         :subdivision2_code,
diff --git a/lib/plausible/session/clickhouse_schema.ex b/lib/plausible/session/clickhouse_schema.ex
index 727d5e562..ccf653049 100644
--- a/lib/plausible/session/clickhouse_schema.ex
+++ b/lib/plausible/session/clickhouse_schema.ex
@@ -21,6 +21,8 @@ defmodule Plausible.ClickhouseSession do
     field :utm_medium, :string
     field :utm_source, :string
     field :utm_campaign, :string
+    field :utm_content, :string
+    field :utm_term, :string
     field :referrer, :string
     field :referrer_source, :string
 
@@ -60,6 +62,8 @@ defmodule Plausible.ClickhouseSession do
       :utm_medium,
       :utm_source,
       :utm_campaign,
+      :utm_content,
+      :utm_term,
       :country_code,
       :country_geoname_id,
       :subdivision1_code,
diff --git a/lib/plausible/session/store.ex b/lib/plausible/session/store.ex
index ceab3cc1b..aa9daff06 100644
--- a/lib/plausible/session/store.ex
+++ b/lib/plausible/session/store.ex
@@ -113,6 +113,8 @@ defmodule Plausible.Session.Store do
       utm_medium: event.utm_medium,
       utm_source: event.utm_source,
       utm_campaign: event.utm_campaign,
+      utm_content: event.utm_content,
+      utm_term: event.utm_term,
       country_code: event.country_code,
       subdivision1_code: event.subdivision1_code,
       subdivision2_code: event.subdivision2_code,
diff --git a/lib/plausible/stats/base.ex b/lib/plausible/stats/base.ex
index e2ea1b1d8..4bb34a9c4 100644
--- a/lib/plausible/stats/base.ex
+++ b/lib/plausible/stats/base.ex
@@ -314,6 +314,8 @@ defmodule Plausible.Stats.Base do
   defp db_prop_val(:utm_medium, @no_ref), do: ""
   defp db_prop_val(:utm_source, @no_ref), do: ""
   defp db_prop_val(:utm_campaign, @no_ref), do: ""
+  defp db_prop_val(:utm_content, @no_ref), do: ""
+  defp db_prop_val(:utm_term, @no_ref), do: ""
   defp db_prop_val(_, val), do: val
 
   defp utc_boundaries(%Query{period: "realtime"}, _timezone) do
diff --git a/lib/plausible/stats/breakdown.ex b/lib/plausible/stats/breakdown.ex
index a0040053a..72eb1e651 100644
--- a/lib/plausible/stats/breakdown.ex
+++ b/lib/plausible/stats/breakdown.ex
@@ -138,7 +138,9 @@ defmodule Plausible.Stats.Breakdown do
              "visit:source",
              "visit:utm_medium",
              "visit:utm_source",
-             "visit:utm_campaign"
+             "visit:utm_campaign",
+             "visit:utm_content",
+             "visit:utm_term"
            ] do
     query = Query.treat_page_filter_as_entry_page(query)
     breakdown_sessions(site, query, property, metrics, pagination)
@@ -412,6 +414,26 @@ defmodule Plausible.Stats.Breakdown do
     )
   end
 
+  defp do_group_by(q, "visit:utm_content") do
+    from(
+      s in q,
+      group_by: s.utm_content,
+      select_merge: %{
+        "utm_content" => fragment("if(empty(?), ?, ?)", s.utm_content, @no_ref, s.utm_content)
+      }
+    )
+  end
+
+  defp do_group_by(q, "visit:utm_term") do
+    from(
+      s in q,
+      group_by: s.utm_term,
+      select_merge: %{
+        "utm_term" => fragment("if(empty(?), ?, ?)", s.utm_term, @no_ref, s.utm_term)
+      }
+    )
+  end
+
   defp do_group_by(q, "visit:device") do
     from(
       s in q,
diff --git a/lib/plausible/stats/clickhouse.ex b/lib/plausible/stats/clickhouse.ex
index 698e716da..5fbb89255 100644
--- a/lib/plausible/stats/clickhouse.ex
+++ b/lib/plausible/stats/clickhouse.ex
@@ -248,6 +248,22 @@ defmodule Plausible.Stats.Clickhouse do
         q
       end
 
+    q =
+      if query.filters["utm_content"] do
+        utm_content = query.filters["utm_content"]
+        from(s in q, where: s.utm_content == ^utm_content)
+      else
+        q
+      end
+
+    q =
+      if query.filters["utm_term"] do
+        utm_term = query.filters["utm_term"]
+        from(s in q, where: s.utm_term == ^utm_term)
+      else
+        q
+      end
+
     q = include_path_filter_entry(q, query.filters["entry_page"])
 
     q = include_path_filter_exit(q, query.filters["exit_page"])
@@ -342,6 +358,22 @@ defmodule Plausible.Stats.Clickhouse do
         q
       end
 
+    q =
+      if query.filters["utm_content"] do
+        utm_content = query.filters["utm_content"]
+        from(e in q, where: e.utm_content == ^utm_content)
+      else
+        q
+      end
+
+    q =
+      if query.filters["utm_term"] do
+        utm_term = query.filters["utm_term"]
+        from(e in q, where: e.utm_term == ^utm_term)
+      else
+        q
+      end
+
     q =
       if query.filters["referrer"] do
         ref = query.filters["referrer"]
diff --git a/lib/plausible/stats/filter_suggestions.ex b/lib/plausible/stats/filter_suggestions.ex
index def8f305e..569a3ceee 100644
--- a/lib/plausible/stats/filter_suggestions.ex
+++ b/lib/plausible/stats/filter_suggestions.ex
@@ -200,6 +200,18 @@ defmodule Plausible.Stats.FilterSuggestions do
             where: fragment("? ilike ?", e.utm_campaign, ^filter_query)
           )
 
+        "utm_content" ->
+          from(e in q,
+            select: {e.utm_content},
+            where: fragment("? ilike ?", e.utm_content, ^filter_query)
+          )
+
+        "utm_term" ->
+          from(e in q,
+            select: {e.utm_term},
+            where: fragment("? ilike ?", e.utm_term, ^filter_query)
+          )
+
         "referrer" ->
           from(e in q,
             select: {e.referrer},
diff --git a/lib/plausible/stats/filters.ex b/lib/plausible/stats/filters.ex
index bdfde2f83..2091fe88d 100644
--- a/lib/plausible/stats/filters.ex
+++ b/lib/plausible/stats/filters.ex
@@ -5,6 +5,8 @@ defmodule Plausible.Stats.Filters do
     "utm_medium",
     "utm_source",
     "utm_campaign",
+    "utm_content",
+    "utm_term",
     "screen",
     "device",
     "browser",
diff --git a/lib/plausible_web/controllers/api/external_controller.ex b/lib/plausible_web/controllers/api/external_controller.ex
index b111b938f..35b823f28 100644
--- a/lib/plausible_web/controllers/api/external_controller.ex
+++ b/lib/plausible_web/controllers/api/external_controller.ex
@@ -104,6 +104,8 @@ defmodule PlausibleWeb.Api.ExternalController do
         utm_medium: query["utm_medium"],
         utm_source: query["utm_source"],
         utm_campaign: query["utm_campaign"],
+        utm_content: query["utm_content"],
+        utm_term: query["utm_term"],
         country_code: location_details[:country_code],
         country_geoname_id: location_details[:country_geoname_id],
         subdivision1_code: location_details[:subdivision1_code],
diff --git a/lib/plausible_web/controllers/api/stats_controller.ex b/lib/plausible_web/controllers/api/stats_controller.ex
index 0675b2419..62e38798f 100644
--- a/lib/plausible_web/controllers/api/stats_controller.ex
+++ b/lib/plausible_web/controllers/api/stats_controller.ex
@@ -287,6 +287,44 @@ defmodule PlausibleWeb.Api.StatsController do
     end
   end
 
+  def utm_contents(conn, params) do
+    site = conn.assigns[:site]
+
+    query =
+      Query.from(site.timezone, params)
+      |> Filters.add_prefix()
+      |> maybe_hide_noref("visit:utm_content", params)
+
+    pagination = parse_pagination(params)
+    metrics = ["visitors", "bounce_rate", "visit_duration"]
+
+    res =
+      Stats.breakdown(site, query, "visit:utm_content", metrics, pagination)
+      |> maybe_add_cr(site, query, pagination, "utm_content", "visit:utm_content")
+      |> transform_keys(%{"utm_content" => "name", "visitors" => "count"})
+
+    json(conn, res)
+  end
+
+  def utm_terms(conn, params) do
+    site = conn.assigns[:site]
+
+    query =
+      Query.from(site.timezone, params)
+      |> Filters.add_prefix()
+      |> maybe_hide_noref("visit:utm_term", params)
+
+    pagination = parse_pagination(params)
+    metrics = ["visitors", "bounce_rate", "visit_duration"]
+
+    res =
+      Stats.breakdown(site, query, "visit:utm_term", metrics, pagination)
+      |> maybe_add_cr(site, query, pagination, "utm_term", "visit:utm_term")
+      |> transform_keys(%{"utm_term" => "name", "visitors" => "count"})
+
+    json(conn, res)
+  end
+
   def utm_sources(conn, params) do
     site = conn.assigns[:site]
 
diff --git a/lib/plausible_web/router.ex b/lib/plausible_web/router.ex
index abd1a3032..df3d6d43a 100644
--- a/lib/plausible_web/router.ex
+++ b/lib/plausible_web/router.ex
@@ -56,6 +56,8 @@ defmodule PlausibleWeb.Router do
     get "/:domain/utm_mediums", StatsController, :utm_mediums
     get "/:domain/utm_sources", StatsController, :utm_sources
     get "/:domain/utm_campaigns", StatsController, :utm_campaigns
+    get "/:domain/utm_contents", StatsController, :utm_contents
+    get "/:domain/utm_terms", StatsController, :utm_terms
     get "/:domain/referrers/:referrer", StatsController, :referrer_drilldown
     get "/:domain/pages", StatsController, :pages
     get "/:domain/entry-pages", StatsController, :entry_pages
diff --git a/lib/plausible_web/templates/auth/user_settings.html.eex b/lib/plausible_web/templates/auth/user_settings.html.eex
index 8c4e94e40..a8020f035 100644
--- a/lib/plausible_web/templates/auth/user_settings.html.eex
+++ b/lib/plausible_web/templates/auth/user_settings.html.eex
@@ -273,7 +273,7 @@
   <p class="dark:text-gray-100">Deleting your account removes all sites and stats you've collected</p>
 
   <%= if @subscription && @subscription.status == "active" do %>
-    <span class="mt-6 bg-gray-300 button dark:bg-gray-800 hover:shadow-none hover:bg-gray-300">Delete my account</span>
+    <span class="mt-6 bg-gray-300 button dark:bg-gray-600 hover:shadow-none hover:bg-gray-300">Delete my account</span>
     <p class="mt-2 text-sm text-gray-600 dark:text-gray-400">Your account cannot be deleted because you have an active subscription. If you want to delete your account, please cancel your subscription first.</p>
   <% else %>
     <%= link("Delete my account", to: "/me", class: "inline-block mt-4 px-4 py-2 border border-gray-300 dark:border-gray-500 text-sm leading-5 font-medium rounded-md text-red-700 bg-white dark:bg-gray-800 hover:text-red-500 dark:hover:text-red-400 focus:outline-none focus:border-blue-300 focus:ring active:text-red-800 active:bg-gray-50 transition ease-in-out duration-150", method: "delete", data: [confirm: "Deleting your account will also delete all the sites and data that you own. This action cannot be reversed. Are you sure?"]) %>
diff --git a/priv/clickhouse_repo/migrations/20211017093035_add_utm_content_and_term.exs b/priv/clickhouse_repo/migrations/20211017093035_add_utm_content_and_term.exs
new file mode 100644
index 000000000..bd7f07158
--- /dev/null
+++ b/priv/clickhouse_repo/migrations/20211017093035_add_utm_content_and_term.exs
@@ -0,0 +1,15 @@
+defmodule Plausible.ClickhouseRepo.Migrations.AddUtmContentAndTerm do
+  use Ecto.Migration
+
+  def change do
+    alter table(:events) do
+      add :utm_content, :string
+      add :utm_term, :string
+    end
+
+    alter table(:sessions) do
+      add :utm_content, :string
+      add :utm_term, :string
+    end
+  end
+end
diff --git a/test/plausible/session/store_test.exs b/test/plausible/session/store_test.exs
index 33f3220d5..aa39cb2c5 100644
--- a/test/plausible/session/store_test.exs
+++ b/test/plausible/session/store_test.exs
@@ -21,6 +21,8 @@ defmodule Plausible.Session.StoreTest do
         utm_medium: "medium",
         utm_source: "source",
         utm_campaign: "campaign",
+        utm_content: "content",
+        utm_term: "term",
         browser: "browser",
         browser_version: "55",
         country_code: "EE",
@@ -47,6 +49,8 @@ defmodule Plausible.Session.StoreTest do
     assert session.utm_medium == event.utm_medium
     assert session.utm_source == event.utm_source
     assert session.utm_campaign == event.utm_campaign
+    assert session.utm_content == event.utm_content
+    assert session.utm_term == event.utm_term
     assert session.country_code == event.country_code
     assert session.screen_size == event.screen_size
     assert session.operating_system == event.operating_system
diff --git a/test/support/factory.ex b/test/support/factory.ex
index b51cb0a6f..754668f83 100644
--- a/test/support/factory.ex
+++ b/test/support/factory.ex
@@ -48,6 +48,8 @@ defmodule Plausible.Factory do
       utm_medium: "",
       utm_source: "",
       utm_campaign: "",
+      utm_content: "",
+      utm_term: "",
       entry_page: "/",
       pageviews: 1,
       events: 1,
@@ -88,6 +90,8 @@ defmodule Plausible.Factory do
       utm_medium: "",
       utm_source: "",
       utm_campaign: "",
+      utm_content: "",
+      utm_term: "",
       browser: "",
       browser_version: "",
       country_code: "",