UTM tags as Segment filters

Segments can include or exclude Contacts based on UTM values recorded on their profile. All five standard UTM fields are available as filter conditions:

  • utm_source

  • utm_medium

  • utm_campaign

  • utm_content

  • utm_term

These UTM fields let you build Segments - for example, ‘all Contacts who came from the spring sale Email Campaign’ or ‘all Contacts whose source was Google’ - and use those Segments for targeted sends, Reports, or as a Campaign’s Contact source.

The UTM data queried here comes from the Record UTM Tags Form action and from Landing Page visits and tracked website pages where UTM parameters exist in the URL. Mautic stores UTM data from Asset downloads separately, and it isn’t available in Segment filters. To follow the steps below, Contacts must have UTM data on their profile and you need permission to create or edit Segments in Mautic.

Create Segment filters

  1. Go to Segments and open an existing Segment or create a new one.

  2. Go to the Filters tab.

  3. Click the Choose one… menu and search for utm. The Contact group lists the five UTM filters: UTM Campaign, UTM Content, UTM Medium, UTM Source, and UTM Term. Select the filter you want to use.

  4. Select the operator and enter the value to match, for example, newsletter, email, or spring_sale_2026.

  5. Save the Segment.

The preceding example applies the operator and value newsletter to utm_source, which selects all Contacts who recorded newsletter as their source at any point in their history. You could equally filter on utm_medium = email to target all Email-acquired Contacts, or combine both filters with and logic to narrow the audience to Contacts acquired specifically via the newsletter Channel using Email delivery.

Combine filters this way to reflect how UTM parameters work together. Filtering on a single field, utm_campaign alone, for instance, can include Contacts from multiple Channels. Adding a second filter on utm_medium narrows the Segment to Contacts from a specific Channel within that Campaign, which is often the more actionable audience for a targeted send.

Note

Segment UTM filters match against values ever recorded on the Contact, not just the most recent visit. If a Contact has UTM tags from multiple Campaigns over time, they may match a filter for an older Campaign even if their latest activity was from a different one.

Tip

Combining UTM filters with other Segment conditions, for example, ‘came from Campaign X and submitted Form Y’, is a powerful way to build high-intent audiences. UTM filters alone tell you the source. Pairing them with behavioral filters tells you the source and what the Contact did.

After the Segment updates, it should show Contacts whose recorded UTM values match your filter conditions, with Contacts that have no UTM data or non-matching values correctly excluded.

See also