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Creating Segments

Segmenting Visitors by Campaign

You can group the visitors who arrive from a campaign in an Individual Batch segment, using the UTM parameters on your campaign links. UTM parameters are query parameters, such as utm_campaign, that you add to a link’s URL.

The segment uses the UTM Parameter criterion, and optionally the Channel criterion, which filters by the channel a visitor’s session came through. Both are in the Session group, which only Individual Batch segments offer.

  1. Click Segments under the People section of the navigation menu.

  2. Click New Segment and select Batch Segment under Individual.

  3. Click Edit (Edit) next to Unnamed Segment and enter a name.

  4. Drag the UTM Parameter criterion from the Session group in the Segment Criteria panel to the builder canvas.

  5. Select a parameter in the parameter picker, such as UTM Campaign.

    The standard parameters are labeled UTM Source, UTM Medium, UTM Campaign, UTM Term, and UTM Content. A custom parameter whose name starts with utm, such as utm_cid, appears in the picker under that name once LDP has captured it.

  6. Select an operator in the operator picker. If you select is known or is unknown, skip the next step.

  7. Enter a value in the value field, or select one of the values LDP has captured for the parameter.

  8. Optionally, drag the Channel criterion from the Session group to the builder canvas.

  9. If you added the Channel criterion, select is or is not and an option, such as Direct, Organic, Referral, Social, or AI Chatbot.

  10. Optionally, narrow the segment with more criteria joined by AND, such as a Lifecycle Stage criterion from the Account group that targets one lifecycle stage.

  11. Optionally, enable Include Anonymous so that anonymous individuals whose sessions match are members too. Without it, only known individuals who are not suppressed are members. Even with it enabled, a criterion from the Individual or Account group that you join with AND excludes anonymous individuals. Session criteria don’t.

  12. Click Save Segment. The segment appears on the Segments dashboard. Its membership stays empty until LDP finishes the first evaluation.

The UTM Parameter and Channel criteria have no time frame. They can match any session LDP still stores, however old.

To check the criteria, open the saved segment from the Segments dashboard. In its Segment Criteria card, a UTM Parameter criterion shows the parameter it filters on, such as UTM Campaign, and a Channel criterion shows the channel you selected, such as Direct.