You can use Nosto segmentation capabilities to create segments of users landing on your online store from specific campaigns. To do so, Nosto offers a specific set of custom segmentation targeting options.

When you open the custom segment creation wizard, select UTM Parameters under External Signals:

UTM Parameters

You can find a list of parameters available in the drop down menu on the left. The following parameters are available: 

  • UTM_Campaign - Often used to identify the individual campaign name, slogan, promo code, etc. for a product.
  • UTM_Medium - Frequently used to track the advertising or marketing medium, for example: cpc, banner, email newsletter.
  • UTM_Source - Typically identifies the advertiser, site, publication, etc. that is sending traffic to your property, for example: google, newsletter4, billboard.
  • UTM_Term - Typically identifies paid search keywords. If you're manually tagging paid keyword campaigns, you should also use utm_term to specify the keyword.
  • UTM_Content - Used to differentiate similar content, or links within the same ad. For example, if you have two call-to-action links within the same email message, you can use utm_content and set different values for each so you can tell which version is more effective.

Learn more about UTM Parameters here

Operators

Once you have selected a parameter, you need to select an operator. Nosto supports the following operators: 

  • Exactly matches
  • Doesn't match
  • Contains
  • Doesn't contain

This is a key element to pair parameters and values correctly.

Parameter-value pairing

Once you have selected a parameter, an operator, you finally need to manually define one or multiple values.

Let's discover how pairing parameters and values works with some examples, focusing solely on utm_campaign parameter for the sake of simplicity.

Examples of strict matching

Example #1

The configuration above would result in segmenting shoppers when they land on your online store with - and exactly with - the defined parameter-value pair. 

Cases: 

Shopper #1 lands on the online store with the following URL:
example.com?utm_campaign=summer-sale

Shopper #2 lands on the online store with the following URL:
example.com?utm_campaign=summer-special

Only Shopper #1 shopper will be included in the segment.

Example #2 

If you set-up multiple ad campaigns around the same theme and want to create a same unified experience regardless the ad campaign driving traffic onsite, you can decide to include multiple values in the input field:

This would result in segmenting shoppers when they land on your online store with, and exactly with the defined parameter-value pairs.

Cases:

Shopper #1 lands on the online store with the following URL:
example.com?utm_campaign=summer-sale

Shopper #2 lands on the online store with the following URL:
example.com?utm_campaign=summer-special

Shopper #3 lands on the online store with the following URL:
example .com?utm_campaign=summer-exclusive

Shopper #4 lands on the online store with the following URL:
example .com?utm_campaign=summer-vip

With this segment configuration, only the first 3 shoppers would be included in the segment.

Note: the same concept would apply if Doesn't match would be selected as an operator.

Examples of partial matching

Example #1

The configuration above would result in segmenting shoppers when they land on your online store with any parameter-value pairs that include utm_campaign as a parameter and contains summer as a set of characters inside as part of a value string.

Cases:

Shopper #1 lands on the online store with the following URL:
example.com?utm_campaign=summer-sale

Shopper #2 lands on the online store with the following URL:
example.com/?utm_campaign=summer-special

Shopper #3 lands on the online store with the following URL:
example.com/?utm_campaign=summer-exclusive

With this segment configuration, all 3 shoppers would be included in the segment.

Note: the same concept would apply if Doesn't contain would be selected as an operator.

Can I segment and create experiences based on gclid parameters? 

It’s not possible to create specific experiences based on Google Auto-tagging gclid parameters.

While Google Click Identifiers can be decrypted, two out of the three gclid-specific parameters don't give relevant information to identify which advertising campaigns were involved in the clicks generating a redirection. 

For personalization purposes and if you want to create specific experiences when redirecting traffic from specific ad campaigns, we recommend you to add a layer of custom UTM Parameter(s) on top of Google Auto-tagging so that Nosto can include correctly the shoppers in the relevant segment(s) and display the relevant onsite personalization campaigns in return. 

Learn more about how to add customer UTM Parameters alongside with Google Auto-tagging here.

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