# Audience Targeting

Audience targeting lets you control which visitors are included in your experiments. When creating an experiment, you can add targeting rules to reach specific segments — like mobile users only, visitors from a particular country, or traffic from a specific campaign.

By targeting effectively, you ensure your experiments reach the right audience and avoid diluting your data with irrelevant traffic.

Targeting rules can also be applied within your experiment reports to filter and segment results. This lets you see how different visitor segments responded to your test variations.

***

### Available Targeting Options

#### Visitor Context

**Device Type**

Target visitors based on the device they're using.

| Available Options       | Rules             |
| ----------------------- | ----------------- |
| Desktop, Tablet, Mobile | Is one of, Is not |

**Visitor Type**

Target visitors based on whether they've visited your store before.

| Available Options                | Rules             |
| -------------------------------- | ----------------- |
| New visitors, Returning visitors | Equals, Not Equal |

**Country**

Target visitors from specific countries. All countries worldwide are available.

| Rules             |
| ----------------- |
| Is one of, Is not |

***

#### Traffic Attribution

**Traffic Source**

Target visitors based on where they came from before arriving at your store.

| Available Options                                                                                          | Rules             |
| ---------------------------------------------------------------------------------------------------------- | ----------------- |
| Direct (typed URL or bookmark), Google (search or ads), Facebook, Instagram, TikTok, Pinterest, and others | Is one of, Is not |

**Entry Page**

Target visitors based on the first page they landed on.

| Rules                                                                 |
| --------------------------------------------------------------------- |
| Equals, Not Equal, Contains, Does not contain, Starts with, Ends with |

***

#### Campaign Tracking (UTM Parameters)

UTM parameters are tags added to your URLs that identify where traffic is coming from. They're commonly used in ads, emails, and social media links. You can target visitors based on any of these parameters.

**utm\_source**

Identifies the platform or website that sent the traffic.

Common values: `facebook`, `tiktok`, `google`, `newsletter`, `affiliate`

**utm\_medium**

Identifies the type or category of traffic.

Common values: `social`, `paidsocial`, `cpc`, `email`, `organic`, `referral`

**utm\_campaign**

Identifies the specific marketing campaign.

Common values: `black-friday-sale`, `summer-promo-2026`, `email-welcome-series`

**utm\_content**

Identifies specific ad creative or content variations.

Common values: `video-ad`, `carousel-ad`, `banner-header`, `cta-button`

All UTM parameters support the same rules: **Equals, Not Equal, Contains, Does not contain, Starts with, Ends with**

***

#### Page Targeting

**Page URL**

Target visitors based on the page URL they're viewing (includes query parameters). Useful for running experiments only on specific pages or sections of your store.

Examples: `/products/best-seller`, `/collections/sale`, `/pages/landing-page`

Rules: **Equals, Not Equal, Contains, Does not contain, Starts with, Ends with**

***

### Combining Multiple Rules

You can combine targeting rules using **AND** or **OR** logic:

* **AND** — All conditions must be true for the visitor to be included
* **OR** — Any condition can be true for the visitor to be included

#### Example: Mobile visitors from US or Canada

```
Device Type is one of "Mobile"
AND
Country is one of "United States, Canada"
```

#### Example: Facebook or Instagram traffic

```
Traffic Source is one of "Facebook"
OR
Traffic Source is one of "Instagram"
```

#### Example: Paid traffic on mobile from a specific campaign

```
Device Type is one of "Mobile"
AND
utm_medium Equals "cpc"
AND
utm_campaign Equals "summer-promo-2026"
```

***

### Rule Operators Reference

| Operator             | How It Works                                                                               |
| -------------------- | ------------------------------------------------------------------------------------------ |
| **Is one of**        | Matches if the value is any of the selected options (e.g., device is Mobile or Tablet)     |
| **Is not**           | Matches if the value is NOT any of the selected options                                    |
| **Equals**           | Matches if the value is exactly the specified text                                         |
| **Not Equal**        | Matches if the value is anything other than the specified text                             |
| **Contains**         | Matches if the value includes the specified text anywhere (e.g., URL contains "sale")      |
| **Does not contain** | Matches if the value does NOT include the specified text                                   |
| **Starts with**      | Matches if the value begins with the specified text (e.g., URL starts with "/collections") |
| **Ends with**        | Matches if the value ends with the specified text                                          |

***

### Tips

* **Start broad, then narrow** — If you're unsure about targeting, launch the experiment for all visitors first. After collecting data, use the segmentation in your reports to identify which audiences responded best — then create a personalization for that specific segment.
* **Don't over-target** — The more rules you add, the smaller your audience becomes, which means it takes longer to reach statistical significance. Only add rules that are essential to your hypothesis.
* **Use UTM targeting for campaign-specific tests** — If you're running a specific ad campaign and want to test a tailored landing experience, target by `utm_source` or `utm_campaign` to only include visitors from that campaign.