Use URL parameters to filter optimization results and/or target visitors.
A URL parameter is coded text appended to the end of a URL and is used for tracking purposes. You can enable individual URL parameters so that they're available as filters for optimization results and as optimization audiences for targeting visitors.
How URL parameters work
When you generate the URL that you include in marketing material, you or the tool you use will append URL parameters to the URL for tracking purposes. A URL parameter consists of a key and a value.
This example URL contains two URL parameters:
https://www.website.com/demo/?utm_source=google&utm_campaign=sale42
Key |
Value |
About |
utm_source |
google |
The visitor found the link on Google |
utm_campaign |
sale42 |
The link is part of a marketing campaign called “sale42” |
When a visitor arrives on your website, Optimize notes the URL parameters in the referrer URL (i.e., the URL that led to your website). You can enable specific URL parameters that you'd like to use in Optimize.
Default URL parameters enabled
The following URL parameters are enabled by default, so you don’t need to add them.
utm_term
utm_source
utm_content
utm_medium
-
utm_campaign
(i.e., campaign name)
How to enable a new URL parameter
When adding a new URL parameter to the Optimize settings, just add the parameter key. Do not include spaces, the ? symbol, the & symbol, the = symbol, or the value. For example: new_parameter_key
Open the site in Webflow, then:
- Go to the Insights tab
- Click Integrations
- Go to Custom URL parameters
- Click Add URL parameter (for the first entry) or Edit > New entry (for subsequent entries)
- Enter the parameter key
- Click Save
How to delete a URL parameter
Note that it’s not possible to delete the default URL parameters.
Open the site in Webflow, then:
- Go to the Insights tab
- Click Integrations
- Go to Custom URL parameters
- Click Edit
- Click the Delete icon to the right of the entry
- Click Save
How to use URL parameters in Optimize
URL parameters enabled in Optimize are available as optimization results filters and as attributes for rules-based audiences.