Tailor AI · Help · How-to
How do I personalize landing pages by UTM parameters?
From the Tailor AI team · Reviewed
Answer
Use UTM parameters like utm_source, utm_medium, utm_campaign, utm_content, and utm_term to route visitors to the most relevant landing page variant.
UTMs are one of the cleanest ways to personalize paid and campaign traffic because they make intent explicit.
Common uses:
- ·utm_source for channel, like Google, Meta, LinkedIn, newsletter, or partner.
- ·utm_medium for traffic type, like paid search, paid social, email, or display.
- ·utm_campaign for campaign-level messaging.
- ·utm_content for creative, ad, or message variation.
- ·utm_term for matched keyword or keyword group.
The key is not just having UTMs. The key is using them to change the page in a meaningful way.
Steps
- Start with campaign or keyword-level targeting. Keep the first test simple enough that results are readable.
Caveats
Redirects, inconsistent naming, missing parameters, or ad platform changes can break UTM-based targeting.
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