# UTM Parameters UTM parameter targeting allows you to provide a personalized experience on the website when the visitor lands from specific UTM campaigns. With UTM parameter targetting you can personalize any page on the website, not just the landing page, as CustomFit attaches the UTM parameters to the visitor. **For example,** if a visitor is landing on one of the product pages from a specific UTM campaign then, you can provide a personalized experience on the demo page. As CustomFit attaches the UTM parameters, you can provide a personalized experience to the visitor when they are returning to the website and do not have UTM parameters in the URL. #### UTM parameters rule: To write a UTM parameter rule * Click on Add rule ![](https://1136256215-files.gitbook.io/~/files/v0/b/gitbook-legacy-files/o/assets%2F-MUgAFLO61VraHX8jwLt%2F-MUqhg-_Ke2RICXsxqXG%2F-MUqi4iJXISFD7cpnoPL%2Fimage%20\(96\).png?alt=media\&token=02839f43-dd2f-44ae-9e34-e7706eace7df) * Click on the attribute field ![](https://1136256215-files.gitbook.io/~/files/v0/b/gitbook-legacy-files/o/assets%2F-MUgAFLO61VraHX8jwLt%2F-Ma7bWS-_hZaPsV4N1bp%2F-Ma7lUYk-_JbNNNuySbv%2Fimage.png?alt=media\&token=c9727a8e-748d-43ec-8937-017e9ed6d367) * In the dropdown, you can see the UTM section ![](https://1136256215-files.gitbook.io/~/files/v0/b/gitbook-legacy-files/o/assets%2F-MUgAFLO61VraHX8jwLt%2F-Ma7o-NNMlBPjWsUuGm2%2F-Ma8AL-133EY8Hliu3lJ%2Fimage.png?alt=media\&token=8888995d-2a36-44eb-b250-df545caea802) * Select the required type of UTM parameter * Next, set the operator type based on your requirement ![](https://1136256215-files.gitbook.io/~/files/v0/b/gitbook-legacy-files/o/assets%2F-MUgAFLO61VraHX8jwLt%2F-Ma7o-NNMlBPjWsUuGm2%2F-Ma8AwVLvU3NzzONJC2f%2Fimage.png?alt=media\&token=5708b5c0-febc-4ac8-ac9d-06c6d2962b13) * Enter the value of the UTM parameter ![](https://1136256215-files.gitbook.io/~/files/v0/b/gitbook-legacy-files/o/assets%2F-MUgAFLO61VraHX8jwLt%2F-Ma7o-NNMlBPjWsUuGm2%2F-Ma8B2aBEBYYgoQIiMSv%2Fimage.png?alt=media\&token=d8caf659-de7e-4ab6-8c7b-75954b6c10a9) * Then select which behavior needs to be served ![](https://1136256215-files.gitbook.io/~/files/v0/b/gitbook-legacy-files/o/assets%2F-MUgAFLO61VraHX8jwLt%2F-Ma7o-NNMlBPjWsUuGm2%2F-Ma8BAy3_QVBjOZdaDYi%2Fimage.png?alt=media\&token=4502c4e8-50cb-4476-9d60-ac5ccc3d1759) CustomFit supports all the five different types of UTM parameters: 1. **Campaign Source**: The source parameter allows you to track from where the traffic is originated from. The parameter is **utm\_source**. The traffic can be from different sources such as Facebook, Google, or the name of an email list. **For example,** you can personalize the experience only for the visitors with **utm\_source=twitter.** Then the rule will be utm\_source IS*\_*ONE\_OF Twitter ![](https://1136256215-files.gitbook.io/~/files/v0/b/gitbook-legacy-files/o/assets%2F-MUgAFLO61VraHX8jwLt%2F-Ma7o-NNMlBPjWsUuGm2%2F-Ma8H0csdQR2_cj-BchO%2Fimage.png?alt=media\&token=fba1d4ed-c4aa-4bb6-bafa-9f9096a7c39b) * **Campaign Medium**: The medium parameter allows you to track what *type* of traffic the visitor originated from – email, social, referral, etc. The parameter is **utm\_medium**. **For example,** you can personalize the experience only for the visitors with **utm\_medium=email.** Then the rule will be utm\_medium IS*\_*ONE\_OF email ![](https://1136256215-files.gitbook.io/~/files/v0/b/gitbook-legacy-files/o/assets%2F-MUgAFLO61VraHX8jwLt%2F-Ma7o-NNMlBPjWsUuGm2%2F-Ma8HrCcSDMSnn2d-X4d%2Fimage.png?alt=media\&token=b4fffc20-3b22-43f0-a697-c6befc85f9c3) * **Campaign Name**: The name parameter allows you to track how a specific campaign is performing. The parameter is **utm\_campaign**. **For example,** you can personalize the experience only for the visitors with **utm\_campaign= facebook-campaign1.** Then the rule will be utm\_campaign IS*\_*ONE\_OF facebook-campaign1 ![](https://1136256215-files.gitbook.io/~/files/v0/b/gitbook-legacy-files/o/assets%2F-MUgAFLO61VraHX8jwLt%2F-Ma7o-NNMlBPjWsUuGm2%2F-Ma8IOqWKRlgsCWINAE_%2Fimage.png?alt=media\&token=6a0f0996-08b2-4bd2-87d0-8e438ea13594) * **Campaign Content**: The content parameter allows you to track which link was clicked when you have multiple links pointing to the same URL. The parameter is **utm\_content**. **For Example,** you can personalize the experience only for the visitors with **utm\_content=hero-text-signup.** Then the rule will be utm\_content IS*\_*ONE\_OF hero-text-signup ![](https://1136256215-files.gitbook.io/~/files/v0/b/gitbook-legacy-files/o/assets%2F-MUgAFLO61VraHX8jwLt%2F-Ma7o-NNMlBPjWsUuGm2%2F-Ma8IlTJmNdvH-MoraLE%2Fimage.png?alt=media\&token=65070f67-3ae8-4717-8743-9567fcf1a626) * **Campaign Term**: The term parameter is used for paid search ads to track which term a visitor came from. The parameter is **utm\_term**. **For Example,** you can personalize the experience only for the visitors with **utm\_term=Quora+Website+personalization.** Then the rule will be utm\_term IS*\_*ONE\_OF Quora+Website+personalization ![](https://1136256215-files.gitbook.io/~/files/v0/b/gitbook-legacy-files/o/assets%2F-MUgAFLO61VraHX8jwLt%2F-Ma7o-NNMlBPjWsUuGm2%2F-Ma8LaNHCoDWCdtMaC-i%2Fimage.png?alt=media\&token=60f924a8-3b3e-4c1e-a426-d9286b6525f2) CustomFit.ai supports the following different operator types: | Operator Type | Description | | ------------------------------------- | ---------------------------------------------- | | IS\_ONE\_OF, IS\_NOT\_ONE\_OF | Exact match | | STARTS\_WITH, DOES\_NOT\_STARTS\_WITH | Prefix match | | ENDS\_WITH, DOES\_NOT\_ENDS\_WITH | Suffix match | | CONTAINS, DOES\_NOT\_CONTAINS | Sub string match | | IS\_SET, IS\_NOT\_SET | Checks whether the attribute is set or not set | #### Rule with multiple conditions For example, targeting visitors who are visiting from Google source, youtube\_video medium and marketing\_cro campaign ![](https://1136256215-files.gitbook.io/~/files/v0/b/gitbook-legacy-files/o/assets%2F-MUgAFLO61VraHX8jwLt%2F-Ma7o-NNMlBPjWsUuGm2%2F-Ma8MgEg3bwNAv6bsE7C%2Fimage.png?alt=media\&token=33350e94-068b-421c-af9b-caf3ad75ad7e)