UTM tags as Campaign conditions

Inside a Mautic Campaign, you can branch the flow based on the UTM values recorded on a Contact’s profile. You complete this through a Contact field value condition, whose Contact Field dropdown includes a UTM group with all five standard UTM fields. Depending on whether the Contact’s UTM data matches your condition, the Campaign routes them down the green ‘yes’ path or the red ‘no’ path, letting you deliver different follow-up actions, Emails, or wait steps based on where the Contact originally came from.

For this to work, Contacts must already have UTM data on their profile, captured via a Form submission with the Record UTM Tags action or via a Landing Page visit with UTM parameters in the URL. The Campaign must also have a trigger - Segment membership, Form submission, or similar - configured before adding condition nodes.

Configure conditions

  1. Open the Campaign and launch the Campaign Builder:

    1. Go to Campaigns.

    2. Click the name of the Campaign to modify.

    3. Click Edit.

    4. Click Launch Campaign Builder.

  2. Add a condition node by clicking the + on your Campaign flow and selecting Condition > Contact field value.

  3. In the Contact Field dropdown, scroll to the UTM group to view all five available UTM fields:

    • Campaign

    • Content

    • Medium

    • Source

    • Term

  4. Select the field you want to evaluate and enter the value to match. For example, set Medium to email, or Campaign to spring_sale_2026.

  5. Connect the condition’s green ‘yes’ path and red ‘no’ path to the appropriate next steps in the Campaign flow.

  6. Save and activate the Campaign.

The preceding example uses Medium checked against email as the evaluated field, which correctly identifies Contacts who arrived through an Email Channel before entering this Campaign. Alternatively, checking Campaign against spring_sale_2026 lets you deliver Campaign-specific messaging to Contacts acquired through that Campaign while routing Contacts from other Campaigns to a different path.

Branching on utm_medium rather than utm_campaign is useful when unifying follow-up logic across several Campaigns that all used the same Channel. Branching on utm_campaign works better when requiring Campaign-specific personalization in messaging. Both approaches are valid depending on how granular your segmentation needs to be.

Warning

The UTM condition evaluates the values currently recorded on the Contact profile at the moment the Campaign processes them. If Mautic hasn’t captured UTM data when the Contact enters the Campaign - for example, if they entered before submitting the Form that records UTM tags - the condition evaluates against empty values and routes the Contact to the red ‘no’ path. Order matters.

See also