What is UTM?
Urchin Tracking Module (UTM) is introduced by Google Analytics (GA) and it 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 audience from certain sources, mediums, or 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
Log in to XPO Media Broker, under Audience tab, 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 shall see a drop-down list for the filter. 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 on Ad Group
At the Campaign tab, select one campaign and click on the ad group that you wish to apply this audience segment. 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 that is driven by Google.