Targeting Guide
Show the right experience to the right audience. A complete reference for all targeting options in Tailor.
Targeting Fundamentals
The purpose of targeting is to match a visitor's intent with the right messaging and proof. A good segmentation axis should change the story you tell. If the segment doesn't change what you'd say on the page, don't segment.
Keep It Simple
Start with one targeting axis. More rules mean more complexity and slower learning. You can always layer on additional targeting after you've validated the first axis works.
Video Guide
A 61-second walkthrough of targeting configuration in the Tailor extension.
UTM-Based Targeting
UTM parameters are the cleanest targeting signal for performance marketing because they're explicit and easy to debug. You can target by any combination of:
utm_sourceTraffic source (e.g. google, linkedin, facebook)utm_mediumMarketing medium (e.g. cpc, social, email)utm_campaignCampaign nameutm_contentCreative or ad variationutm_termKeyword or search termWatch Out For
UTMs must be consistent across campaigns. If they're missing or rewritten (by redirects, vanity URLs, or privacy tools), targeting becomes unreliable. Verify UTMs are reaching the landing page by checking the URL in your browser before testing.
Restricting to Paid Traffic Only
To show tailored experiences only to paid visitors, target by utm_source or utm_medium. For example, set utm_medium = cpc to only personalize for paid search traffic. Organic, direct, and referral visitors will see the original page.
Geo, Device & Language
Beyond UTMs, Tailor supports targeting by:
Device
Mobile, desktop, or tablet. Useful for showing different CTAs or layouts by device type.
Language
Browser language. Show localized content to visitors based on their language preferences.
Geography
IP-inferred location (coarse). Note that VPN users may appear from a different location.
When possible, lean on higher-intent signals (UTMs, keyword, ad context) for targeting, and use device/geo/language as secondary filters.
IP Enrichment (Firmographic Data)
IP enrichment identifies the company behind a visitor's IP address and returns firmographic attributes. It answers "what kind of account is visiting?" rather than "who is this person?"
Available Attributes
Limitations
Enrichment data is probabilistic. Shared IPs (VPNs, co-working spaces) can return misleading results. Treat enrichment as context, not identity. It's best used for aggregate segmentation ("show enterprise messaging to enterprise-sized companies") rather than individual-level decisions.
For setup instructions and privacy details, see the Visitor Identification guide.
Privacy & Consent
IP enrichment does not require cookies. The IP address is available at the network layer and is processed transiently to derive company-level attributes. However, you should still align enrichment with your consent policy and honor Do Not Track (DNT) and consent mode preferences where applicable.
Page & Path Scoping
Tailor doesn't run on every page by default. Tailored pages are explicitly attached to specific URL paths. Only the pages you configure are affected. Everything else stays untouched. There's no need for blanket exclusion rules.
Multiple Experiments on the Same Page
You can run multiple experiments on the same URL as long as they have unique trigger combinations. Tailor resolves conflicts automatically: more specific rules take precedence. You can also manually set priorities to control which experiment wins when rules overlap.
Always test with preview mode to verify the correct variant is served for each targeting combination.
Excluding Internal Traffic
Internal traffic exclusion (filtering out employees and agencies) is not supported today. Internal visitors are included in experiment results. In most cases, internal traffic is a small enough percentage that it doesn't materially affect results. If internal traffic is significant relative to your total volume, reach out to support@tailorhq.ai to discuss workarounds.