A universal resource locator or URL is a specific address for a place on the web. It has a variety of parameters that can be used when a user clicks on a link from one place to go to another. The Urchin Tracking Module or UTM is a string that is appended to the end of the URL that is meant to give more details about how a user got to a site. There are a couple different parameters, one of them being utm_source which you have the option of using as an audience condition in Compose. The source parameter is meant to tell you the origin of your visitors. It can be as broad as a general social media platform or as specific as the name of the newsletter where your link appears.
Your link with a UTM source parameter might look like:
www.example.com?utm_source=facebook
Then in Compose, you would use the Source audience condition to say “The visitor Is facebook”:
There are 4 qualifier options - Is, Is not, Includes, and Does not Include. The qualifier “Is” means that the entire string entered in Compose must match the parameter in your link. And “Is not” is meant to exclude a specific source from your experiment.
The qualifiers “Includes” and “Does not include” might be helpful if you have a series of similar UTM sources such as “fall_newsletter”, “spring_newsletter”, etc. If you want to run an experiment specifically on those who got to your site through the newsletter, you might set up your Source audience condition as “The visitor Includes newsletter”:
Please ensure that links to your site include this utm_source parameter before using it as an audience condition.