How Campaign Matching Works
When a UTM Touchpoint record is created, the app tries to find the best matching Campaign based on the Parameters configured.
In this simple 3 Campaign scenario, they all have the same first two UTM values, and then some Campaigns get more specific. (This might look like a Hierarchy, and they CAN be but Campaign Hierarchies are not required).
| Name | UTM Source | UTM Medium | UTM Campaign | UTM Content |
| LinkedIn CPC | cpc | |||
| LinkedIn CPC - Winter Event 24 | cpc | winterevent24 | ||
| LinkedIn CPC - Snow Clearing 24 | cpc | winterevent24 | snowclearing |
Given the url: https://www.acme.com?urm_source=linkedin&utm_medium=cpc&utm_campaign=winterevent24
- The URL matches all defined UTMs on the “generic” CPC Campaign, but it is not the best match.
- The URL matches all defined UTMs on the “Winter” Campaign, and because 3 matches is more than 2, this is selected as the best match.
- The URL only matches 3 of the 4 defined UTMs on the “Snow” Campaign, so it is not considered
Matching has been designed to give you a blend of broad pattern matching (so you don’t need a Campaign for every UTM combination), while giving you the ability to go specific when you really want to. That’s not to say that you should or shouldn’t use one approach over the other, your Campaign structure should fit in nicely.
A Campaign can only have 1 UTM Matching criteria, so if you want to have multiple specific sets of UTMs match, you’ll need to either try to go a little more generic OR create a Campaign for each variation.