How do I target users with specific sequences based on UTM parameters?

Last updated: May 4, 2026

Context

When running advertising campaigns through different platforms or partners, you may want to target website visitors with specific sequences based on the UTM parameters from their traffic source.

Answer

You can create audiences using UTM parameters captured from website sessions and run specific Plays for those audiences.

However, it's important to note that UTM-based targeting in Unify operates at the company level, not the individual (person) level.

How to Create a UTM-Based Audience

UTM-based audiences automatically include all historical visitors who match your UTM criteria, not just future visitors.

  1. Go to Audience Builder

  2. Add a Website Sessions filter

  3. Select UTM Parameters

  4. Define your UTM parameter conditions (e.g., utm_source, utm_campaign, etc.)

  5. (Optional) Add a time window filter if you only want to target recent visitors

  6. Save your audience

This audience will include companies whose website sessions match the specified UTM criteria.

Contacts shown in the People tab are individuals associated with those companies.

Running a Play on Your UTM Audience

Once your audience is saved:

  1. Create a new Play

  2. Select your UTM-based audience

  3. Add your desired sequences

  4. Launch the Play

Note: Unify only allows one active sequence enrollment per person at a time. If contacts in your audience are already enrolled in another sequence, they will be blocked from enrolling in the new sequence even though they appear in your play's audience.

Your sequences will run against contacts at companies that had matching UTM-tagged website sessions.

Important Limitation

UTM parameters cannot currently be used as person-level filters.

This means:

  • You cannot create an audience of individual visitors based solely on their personal UTM-tagged session.

  • Targeting occurs at the company level, and outreach runs to contacts associated with those companies.

  • Contacts can only be enrolled in one active sequence at a time. If a contact is already in another sequence, they will not enroll in your UTM-based play's sequence until the previous enrollment is completed or manually unenrolled.

If you require individual-level targeting, consider layering additional person-level filters (e.g., title, role, engagement activity) within your audience.

Troubleshooting Sequence Enrollment

If contacts appear in your UTM-based audience and play but are not enrolling in the sequence:

  1. Go to Explore > People and search for the contact

  2. Open their profile and check the Sequences tab

  3. If they have an active sequence enrollment, manually unenroll them from that sequence

  4. Re‑trigger the play or enroll them directly into your desired sequence