What Is UTM?

Urchin Tracking Module (UTM) was introduced by Google Analytics (GA) and is used by marketers to better understand online visitor behavior. UTM is embedded in the landing URL and when a user clicks on this given link, parameters, such as clicks, bounce rate, page/session, the source of this traffic, etc. are collected by GA.

A typical UTM looks something like this:

URL + Source(utm_source=) & Medium(utm_medium=) & Campaign Name(utm_campaign=)

You can segment audiences from sources, mediums and campaigns and retarget them using our Custom Site Retargeting feature. This allows you to leverage first party data when you run campaigns on XPO.

How To Apply Audience Segmentation Via UTM 

1. Create a new audience

Under the Audience menu, click on + Audience. 


2. Create Audience Segment

Fill in details, select First Party data source and choose Website for this audience. You have the flexibility to specify the period of consideration for this segment. Once done, click Save. 


3. Apply UTM Filter 

Click on +CUSTOM SEGMENT and you will see a drop-down list populated with filters. Select your desired filter and key in the criteria, for example, select UTM Source that equals to Google. Once done, click Save.




4. Apply this Audience Segment to ad group 

Under Campaigns tab, select the appropriate campaign and click on the ad group to which you wish to apply this audience segment. The audience segment targeting feature is available under Audience, as one of the different targeting options during the ad group setup.

Click on Add Audience and select the respective segment. Once done, click Save. This ad group will start targeting traffic driven by Google.





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