UTM parameters are small tags added to URLs — for example, ?utm_source=facebook&utm_campaign=sale. Claspo can read these tags and use them to decide when and where to show a widget.
Note Claspo captures UTM tags from the URL on the visitor’s first landing and stores them in local storage on your website. So even if a visitor continues to browse pages where UTM parameters are no longer in the URL, Claspo will still remember the original source (like ‘utm_source’, ‘utm_medium’, etc.) and trigger widgets accordingly. If a visitor comes to your site without UTM tags (when it’s direct traffic), no data is stored, and UTM-based targeting won’t work. |
Why use it
When a visitor comes to your site through an ad, campaign, or email, UTM parameters capture that info. You can use this to show a widget that picks up right where the marketing message left off — keeping the experience relevant and consistent. For example:
A visitor from utm_source=instagram could see a widget highlighting a special Instagram-only offer.
Someone with utm_medium=email could be shown a widget with subscriber-only perks.
A visitor arriving with utm_campaign=summer_sale might see a widget styled to match the campaign visuals.
Because UTM tags are stored for the entire session, targeting works even if the visitor clicks around and the parameters disappear from the URL.
Excluding UTM traffic
Exclusions are useful when you don’t want certain audiences to see a widget. For instance, you might exclude utm_medium=organic if you only want a widget to appear for paid traffic.
How to set it up
Go to Triggers → On pages → Add condition.
Select UTM:
UTM source — shows where your visitors come from, such as Facebook, Instagram, or another referral platform. It helps you limit widget display to traffic from specific sources.
UTM medium — shows how a visitor reached your site, whether through a paid ad, an email, or a social post. It lets you tailor pop-ups or messages to match each traffic source — for example, showing a unique version to people coming from your newsletter.
UTM campaign — this tag carries the name of your marketing campaign. It’s useful for showing widgets that match the look and purpose of that campaign — for example, a holiday-themed form for your “Winter Sale” promo.
UTM term — usually used in paid search, this tag records the keyword a person typed before clicking your ad. You can rely on it to adjust widget text so it speaks directly to what users are searching for.
UTM content — points to the exact creative or link a visitor clicked, such as a blue button or top-banner ad. It’s a handy way to show widgets tailored to people who interacted with a specific ad version or CTA.
Choose a match rule (equals, contains, starts with, ends with).
Enter the UTM value (like, facebook).
Save your changes.
Tips & combinations
Pair UTM targeting with other triggers for sharper results:
Exit intent + UTM targeting — catch paid ad visitors who considered but are about to leave.
Time on page + UTM targeting — focus on campaign traffic that stayed long enough to show interest.
Scroll depth + UTM targeting — ideal for blog readers from content campaigns, ensuring widgets appear only after they’ve engaged with the page.
These combinations ensure your campaign logic stays consistent — delivering the right message, to the right audience, at the right moment.