UTM parameters are the bridge between your ad platforms and Clarity's behavior data. Filter sessions by campaign source to see exactly how each campaign's traffic interacts with your site.
Setting Up UTM-Based Segments
Create saved segments in Clarity for your key campaigns using the referrer URL or page URL filter with UTM parameter matching. Build segments for each major traffic source: Google Ads, Meta Ads, email campaigns, and organic social.
Comparing Campaign Behavior
Open heatmaps for the same landing page filtered by different campaign segments. You'll often find striking differences - Google Ads visitors might focus on pricing while Meta visitors engage with images. These patterns inform both ad creative and landing page design.
Watching Campaign-Specific Sessions
Filter session recording strategies by UTM parameters to watch how traffic from each campaign navigates your site. Focus on sessions that bounced or showed frustration signals to diagnose campaign-specific issues.
Measuring Traffic Quality
Use Clarity's behavior metrics as traffic quality indicators. Campaigns with high rage click rates or low scroll depth may be driving poorly-matched traffic, regardless of what marketing KPIs suggest.
How Xplainr Helps
Xplainr automatically connects UTM-filtered Clarity data with campaign spend, showing behavior quality per dollar spent across all channels.
Connect Behavior Analytics to Your Marketing Data
Correlate user behavior with campaign performance
Turning Behavior Data into Campaign Optimizations
When Clarity reveals that a campaign's traffic exhibits high frustration, investigate whether the issue is targeting (wrong audience), creative (mismatched expectations), or landing page (poor experience). Each diagnosis leads to a different optimization action.
- Clarity Filters & Segments
Build reusable segment templates for campaign analysis.
- Data Governance
Standardize UTM naming conventions across teams.