utm_medium = email
Readers who clicked from your newsletter already know you. Skip the introduction and lead with the offer the email was about.
UTM personalization
Turn your UTM parameters into a landing page for every campaign.
Your links already say which campaign, ad, or email sent each visitor. We use those UTM values to change the headline, proof, form, and CTA on the page you already have, so it picks up where the link left off.
Works with Google, Meta, LinkedIn, email, and partner links. Everyone else sees your original page.
Bring your projects, tasks, and history across. We’ll handle the import.
Migration handled for you
Plan your switch
Work emailCurrent toolGet a migration plan
Illustrative example. Visitors who don’t match a rule see your original page.
Key takeaways
- Any of the five UTM parameters, or your own URL parameters, can decide what changes on the page.
- Matching is case-sensitive, so pick lowercase values and use them the same way everywhere.
- You choose whether a match lasts for one page or carries across pages and visits in the same browser.
- Never put names, email addresses, or other personal data in a URL.
Your UTMs know which campaign sent the click. Your page ignores it.
You tag links so your analytics can tell campaigns apart. The visitor never sees any of that. The newsletter reader, the retargeting click, and the partner referral all get the same headline.
Fixing that usually means a page per campaign, and those pages drift. Someone updates the pricing line on one and forgets the other six.
“What I like about RightMessage is its ability to personalize website content based on visitor behavior and audience segmentation. It makes it straightforward to deliver targeted messaging without requiring complex development work.”
Lokesh G.Engineer, Information Technology and Services, G2 reviewer
How it works
How matching works with UTM parameters.
We read the UTM and other query parameters in the page URL and show the version you wrote for that value.
- 01
Pick the parameter that carries your message
utm_campaign often maps to the offer, utm_content to the creative angle, and utm_term to the keyword. Use whichever one cleanly separates the messages you planned.
- 02
Add an audience from a link
Choose utm_source, utm_campaign, or utm_medium, or type another parameter like utm_content. Then pick is, contains, or starts with, and enter the value.
- 03
Decide how long it sticks
An audience from a link matches while the value is in the current URL. UTM parameter conditions can also use the first or most recent page that carried it, so the context follows the visitor across pages and visits in the same browser.
Example link
https://acme.io/demo?utm_source=newsletter&utm_medium=email&utm_campaign=client-portal&utm_content=agenciesSource: UTM parameter conditions · Custom query parameter conditions
Three ways to use the links you already tag.
Partner link
partner = northwind
A partner’s audience sees a headline that names the partner and the setup they recommended.
Paid campaign
utm_campaign = competitor
Someone comparing you with a competitor sees switching proof and a form that asks which tool they use today.
Illustrative examples. You write every version.
Measure it
Find out whether the matched page converts better.
On Scale, a campaign holdback keeps a share of each campaign’s visitors on your original page. Compare the conversion goal you care about for visitors from the same campaign.
On Pro, you can also A/B test versions inside each audience. We check results every week and tell you in plain English when a version wins. On smaller campaigns that can take months.
See how A/B testing worksReady to make your UTM parameters do more than fill a report?
Pick one page and the two campaigns that send it the most different visitors. Match those first, and compare them with the original.
Want us to build it? See the done-for-you PPC landing page setup.
Common questions
UTM personalization questions.
Which UTM parameter should I match on?+
The one that maps to a different message. utm_campaign is a good default for the offer. Use utm_content to separate creative angles inside a campaign, and utm_term for keywords.
Is matching case-sensitive?+
Yes. Remote-Teams and remote-teams aren’t the same value, so use consistent lowercase values. Spaces written as + or %20 are handled for you.
Can I use parameters that aren’t UTMs?+
Yes. Choose Another parameter and type its exact name, such as partner or ref. The same match options apply.
Will the personalization stick if they browse to another page?+
It depends on the rule. An audience from a link matches only while the value is in the current URL. A UTM condition set to the first or most recent occurrence can keep the context across pages and visits in the same browser.
Can a UTM tell me who someone is?+
No. A UTM describes the link, not the person. We only know who someone is after they’re identified, for example by submitting a RightMessage form or clicking a link in one of your marketing emails. Never put names or email addresses in a UTM.
Which plan do I need?+
Website personalization campaigns, conversion goals, and the holdback that compares the matched page with your original start on Scale: $249/mo, or $199/mo billed annually. Pro adds A/B tests of versions inside each audience: $499/mo, or $399/mo billed annually. Every plan is priced per project, with no per-visitor fees.