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Condition based targeting restricts an experiment to visitors who match rules you define. Use it when a test only makes sense for part of your audience — a campaign landing page, a single market, or mobile shoppers. Select Condition Based Target on the Target Audience step to reveal the Select target type dropdown.

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Target Types

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Segments

Choose one or more audiences from the dropdown. Visitors qualify if they belong to any selected audience. Create Segment opens the Audiences screen in a new browser tab so you can define a new one without losing your configuration.

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UTM Parameters

Build a set of conditions, each with three parts: a parameter (Source, Medium, Campaign, Term, Content, ID, Source Platform, or Referral), an operator, and a value. Available operators are Equals, Not Equal to, Contains, Does not contain, is blank, is not blank, and Matches regex. The Match dropdown decides how the conditions combine:
  • All — the visitor must satisfy every condition.
  • ANY — the visitor must satisfy at least one.
For example, with ANY and two conditions — source equals newsletter, campaign contains spring — a visitor arriving from the newsletter qualifies even if the campaign does not match.

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Locations

Set country, region or state, and city. Suggestions filter as you type, and all three fields accept multiple values. Visitors qualify if their location matches any entry in any of the three fields.

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Devices

Select one or more of mobile, tablet, and desktop. Visitors qualify if their device matches any selected value.

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Key Considerations

  • Targeting is applied before traffic allocation. Narrowing the audience reduces the traffic your experiment receives.
  • A visitor whose context changes mid-journey may stop matching your conditions.
Check that your conditions actually match meaningful traffic before launching. A test targeted at an audience of a few dozen visitors a week will not reach a reliable result.

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What’s Next