Targeting by traffic source

Your visitors don't all arrive the same way. Someone who clicked a Google Ad has already seen your offer; someone who typed your address in has not. The Source targeting rule lets you show a different message to each — including matching a specific utm_source value, so the popup can pick up exactly where your ad copy left off.

Add the Source rule

1. Open Campaigns in the left menu and click the campaign you want to target.

2. Open the campaign's Settings tab.

3. Under Who should see the popup, click Add new rule.

4. In the rule picker, choose Source — Google, Facebook, direct, custom. The picker notes that Rules are combined with AND, so every rule you add narrows the audience further.

5. Set Traffic from to one of:

   • Google organic

   • Google Ads

   • Facebook

   • Direct

   • Custom…

6. Choosing Custom… gives you an operator and a value box with the placeholder utm_source value. As the panel explains: Choosing "Custom" lets you match a specific utm_source value with an operator (equals, contains, starts with, …). The operators are equals, not equals, contains, not contains, starts with and ends with.

7. Click Save changes in the save bar at the bottom. Until you do, the bar reminds you: You have unsaved changes.

You can add several source conditions to the same rule — one campaign can greet visitors from spring_sale and spring_sale_retargeting alike.

The rule's own help text sums it up: Use this field when you want to show the popup to visitors coming from a given source.

A worked example: match the ad copy

You are running a Facebook campaign for a spring sale, tagged ?utm_source=fb_spring.

1. Build a popup whose headline repeats the ad's promise — "Your 20% spring discount is waiting".

2. Add a Source rule, Traffic from → Custom…, operator equals, value fb_spring.

3. Publish.

Visitors who arrive from that ad see the matching message; everyone else sees nothing, or another campaign of yours.

You can ask for it instead of clicking

Every campaign has a settings assistant beside the panel. Describe the change in plain language — "only show to visitors coming from Google Ads" — and the panel on the left updates itself. The assistant's own intro says so: Editing settings — describe what to change in chat. The panel on the left updates automatically.

What else you can target on

Source is one of the rules available here. The full list in the picker:

Cookie segmentation is the closest thing to a free-form visitor attribute: if your site already writes what you care about into a cookie, you can target on its presence or its value with the same operator set.

Attributes that are not available here

The classic OptiMonk admin has an Other Visitor Attributes rule with a longer list. In this app, the following are not available as targeting rules:

• OS type

• Browser type

• Browser language

• Timezone

• First landing

• Current month

• First visit date

• Campaign last seen

• Custom attribute (any JavaScript custom visitor property)

Two notes, so nothing surprises you:

Existing rules are never destroyed. If a campaign already carries one of these rules — because it was set up in the classic admin — it stays on the campaign and keeps working. It simply shows up as a card you cannot edit here: Legacy OptiMonk rule — preserved on save, edit it in the OptiMonk admin. Opening the card repeats the point: "{type}" is a legacy OptiMonk rule this editor can't modify. It stays untouched when you save — manage it in the OptiMonk admin. Everything else on the page saves normally around it.

To add or change one, use the classic admin. Open it from the campaigns list with Open classic admin, set the rule there, and come back — the rule will be waiting on the campaign, preserved.

The same applies to Custom Attributes (formerly Custom Variables): the builder cannot create or edit them. Set them up in the classic admin.

You can still analyse by these attributes

Not being able to target on an attribute doesn't mean you're blind to it. Reports breaks your traffic down by twelve dimensions, several of which are exactly the ones missing above:

Device Types · New vs Returning Visitors · Landing Pages · Visited Pages · Countries · Traffic Sources · Referring Sites · Browsers · Operating Systems · UTM Sources · UTM Campaigns · Browser Languages

So you can answer "do Safari visitors convert worse?" or "which UTM campaign brings the best signups?" in Reports, even when you can't turn the answer into a targeting rule.