How to target with UTM parameters and Champion Tracking

Last updated: June 18, 2026

Unify supports two specific kinds of sequence-level targeting that come up often: routing contacts to different sequences based on UTM parameters they were captured with, and using Champion Tracking to follow people who change jobs.

Targeting contacts by UTM parameters

When contacts come into Unify via web intent or a form, the UTM parameters from their original landing page are captured as fields on the contact record. You can use these to route different campaigns into different sequences.

Setup

  1. Confirm UTM capture is enabled. Web Intent and most form integrations capture utm_source, utm_medium, utm_campaign, utm_content, and utm_term by default.

  2. In a Play, set up the trigger and audience as usual.

  3. At the Sequence Enrollment node, configure routing based on the UTM field. For example: - If utm_campaign = "spring-2026-webinar" → enroll in Sequence A. - If utm_campaign = "linkedin-ads-march" → enroll in Sequence B. - Else (catch-all) → enroll in default sequence.

Routing rules use the same field equals / field contains syntax as other audience filters.

Caveats

  • Be consistent with casing. Different casings (LinkedIn vs linkedin) may not match each other depending on the filter operator. Use consistent casing in your campaign tagging conventions.

  • Empty UTMs — direct traffic or untagged sources have empty UTM fields. Make sure your routing has a catch-all route for these.

Champion Tracking: targeting people who change jobs

Champion Tracking is a Play type that watches for known contacts (typically champions from closed-won customers or qualified leads) who change jobs to a new company. When detected, the Play enrolls them in a sequence tailored for that scenario.

How to use it in a sequence

  1. Build the Champion Tracking Play. Pick the personas you want to track in Settings → Champion Tracking (or the relevant settings panel for your workspace).

  2. Create a sequence specifically for Champion Tracking outreach. This is usually a separate sequence from your standard outbound because the messaging is different — you're reaching out to someone you already know.

  3. Add a Sequence Enrollment action in the Champion Tracking Play that routes to your Champion Tracking sequence.

Composing the email

When writing the Champion Tracking sequence, you can reference the contact's company and personal details using the standard template variables (open the variable picker in the sequence editor to see the exact field names available for your workspace — these can vary depending on how Champion Tracking is configured for your tenant).

A common opener pattern:

Hi {{Person.FirstName}} — saw you moved to {{Person.Company.Name}}. Congrats on the new role.

If your tenant has additional Champion-Tracking-specific fields populated (such as previous company info), they'll appear in the variable picker. Field names vary, so confirm the exact picker entries before relying on them in your copy.

Caveats

  • Only populated for Champion Tracking contacts. Regular contacts won't have the same fields. Avoid using Champion-specific variables in sequences that mix Champion and non-Champion contacts — or set fallback text so empty values render gracefully.

  • Persona-driven targeting is handled separately. The personas you want to track must be enabled in the Champion Tracking settings, not just in the Play's routing.