How Do I Retarget Based on UTM?

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 Site Retargeting feature. This allows you to leverage first-party data when you run campaigns on XPO.

Instructions 

1. Create a new audience segment

From your Partner Dashboard, go to the menu and click Audience > Audience Segments. 

You will be directed to your Audience Segments dashboard, where you can click on + Audience to open the New Audience Segment page. 

Name your segment, then select your Audience Type as First-Party > Website. You have the flexibility to specify the period of consideration for this segment. Once done, click Save. 

2. Apply a UTM Filter 

Click on + CUSTOM SEGMENT. Select UTM Source > Google. Once done, click Save. Your new audience segment will be saved in your Audience Segments dashboard. 

3. Link the Audience Segment to an ad group 

Under the Campaigns tab, select the appropriate campaign and then click on the ad group you want to target with the audience segment.

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