# UTM parameters

Use any **UTM parameter** to show relevant content to visitors who have click through to your site via one of your online ads.

**UTM parameters** help track the effectiveness of your online marketing campaigns by capturing details about traffic sources.

**An example web address with UTM parameters:**

```javascript
https://www.domainname.com?utm_source=email&utm_medium=newsletter&utm_campaign=clearance_event
```

## Add UTM parameter rule

***

{% hint style="info" %}

#### Steps

1. Go to **Audiences** page and click **Create new audience**. 
2. Enter a name for your audience. You can change the name later.
3. Select the **UTM parameters** rule type.
4. **Apply a value** that matches your ad campaign UTM links
5. Click **Save**.
   {% endhint %}

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