Advanced: Setting up UTM_campaign or UTM_term Wayby campaign

Alongside A/B testing, one of the most important features in WayBy is the ability to use UTM tags to control and measure personalized landing page experiences.

UTMs allow you to:

  • Trigger specific landing page variations
  • Segment incoming traffic
  • Measure marketing performance accurately

In Wayby, there are two UTM fields available:

  • UTM Campaign
  • UTM Term

Understanding how to use each correctly ensures clean reporting and reliable personalization.

Where to add UTM tags

You can add UTM parameters in two places:

When creating a new landing page

During landing page setup, you’ll see fields for:

  • UTM Campaign
  • UTM Term

You can use either one, or both, depending on your targeting needs.

Editing an existing landing page

  1. Go to your Campaign
  2. Open the Landing Page
  3. Click the three dots in the upper-right corner
  4. Select Edit
  5. Add or modify:
    • UTM Campaign
    • UTM Term

UTM campaign

What it is

UTM Campaign represents your marketing initiative.

It should answer:

What larger campaign is driving this traffic?

When to use it

Use UTM Campaign for:

  • Product launches
  • Seasonal promotions
  • Webinars
  • Events
  • Major marketing initiatives

Example

If you are promoting a webinar:

utm_campaign=webinar

If you are running a seasonal sale:

utm_campaign=summer_sale_2026

Best practices for UTM campaign

  • Use consistent naming across all channels
  • Avoid spaces (use underscores instead)
  • Keep names simple and stable
  • Do not rename campaigns mid-flight

Good example:

summer_sale_2026

Common mistakes

  1. Using campaign field for ad variations
  2. Adding keywords into the campaign field
  3. Changing the campaign name while it is running
  4. Using inconsistent capitalization

UTM term

What it is

UTM Term captures the targeting detail behind the traffic.

It should answer:

Why did this specific audience see this ad?

When to use it

Use UTM Term for:

  • Audience segments
  • Targeting criteria
  • Interest groups
  • Keywords (if keyword-driven campaigns)

Example

Campaign: Webinar
Audience: Busy participants

utm_campaign=webinar

utm_term=busy_participants

Here:

  • Campaign = marketing initiative
  • Term = targeted audience

Best practices for UTM term

  • Keep it focused on one targeting concept
  • Use lowercase only
  • Keep naming consistent across campaigns
  • Avoid combining multiple targeting types in one field

Correct:

busy_participants

Common mistakes

  1. Using UTM Term as a dumping ground
  2. Mixing keywords and audience names in one value
    Inconsistent capitalization (e.g., Busy_Participants vs busy_participants)
  3. Adding multiple unrelated targeting details into one parameter

Example setup in Wayby

Let’s say you are running a webinar campaign targeting busy professionals.

Correct setup:

  • UTM Campaign:

    webinar
  • UTM Term:

    busy_participants

What this achieves:

  • Clean campaign-level reporting
  • Clear audience segmentation
  • Accurate performance tracking
  • Reliable variation triggering

Why proper UTM structure matters

If UTM naming is inconsistent:

  • Data becomes fragmented
  • Reporting becomes unreliable
  • Personalization logic may break
  • Campaign comparisons become difficult

If UTM structure is clean:

  • Performance data stays accurate
  • A/B tests are easier to evaluate
  • Campaigns scale without confusion
  • Long-term optimization becomes reliable