Target visitors by campaign URL or referral source

Before you start

This requires Pro and a campaign restricted to an appropriate test page. URL tags and referral source are different signals: a tag is in the current page address; the referrer is information the browser supplies about the previous page.

Start with one condition. Add grouped alternatives only when you want to broaden who qualifies.

Match a campaign tag

1. Open Display rules → Who sees it? → Custom….
2. Select Add a rule → Campaign (utm_campaign).
3. Open Any of these values, enter friday-notes, press Enter to add it, then choose Done.
4. Keep is for a matching tag and review the other display sections.
5. Publish the changes.

https://example.com/reading-room/?utm_campaign=friday-notes

Enlarge screenshot

Campaign URL condition set to friday-notes

Zoom in

Zoom to inspect the controls. Press Escape to close.

The menu also has Source (utm_source), Medium (utm_medium) and a custom URL-parameter option. Values are case-sensitive. Multiple listed values are alternatives. An empty value list matches any value when that parameter is present; it does not mean every visitor.

Match where the previous page was

Use Add a rule and choose A search engine, Social media, No referring page, or Where they came from with your own values. For a named site, enter its domain in the condition’s value picker.

The built-in search and social groups cover known services, not every possible host. Use a specific domain when that is the intended condition. A named domain also includes its subdomains.

Test both sides of the condition

1. For the URL rule, open the tagged address in a fresh private window and perform the configured opening action.
2. Change the value to something else, then test again. It should not match that rule.
3. Remove the parameter entirely and test again. Check that a different audience group is not allowing the visit.
4. For a referrer rule, follow a real link from the intended source. Pasting the destination address is a different test.
5. Navigate to another page and check again; neither the old tag nor the original source should be assumed to persist.

Use the grouped-condition reference before combining a URL-tag group with a referral group. Separate groups are joined with OR.