Segment the Campaign Driven

Use Customer Tagger to track all the customers who convert upon receiving your BFCM email campaigns. This is a great way to monitor all customers who convert during the holiday and allows you to create a segment for future communications or reporting. 

Below we have put together a simple step by step guide on how to use this workflow and set up your segment. 

Tip - Why not find the UTM details from last years BFCM and create a workflow from those details. You can then backdate that workflow and create a segment to target ahead of this years sale! 

Setting up the segment

UTM parameters are tags that you can add to the end of a URL that you can send to your customers (for example,

When a customer clicks the link, the tags are sent back to Google Analytics for tracking and reporting purposes.

Our UTM Parameters from the order criteria can be used to analyse the UTM parameters that were part of the url when the customer initially visited your store. You can set up to the UTM Parameters from the order criteria to analyse and match the value of some, or all of the following parameters: 

  • utm_campaign
  • utm_source
  • utm_medium
  • utm_content
  • utm_term

How to use the criteria

To create a workflow using this criteria, click on the Create New Workflow button from the main Workflows view:

Define the trigger to determine at which point you would like the workflow to run, we recommend selecting the trigger when orders are created.

Tap the Add criteria to my workflow button:

The UTM Parameters from the order criteria can be found within the Other category in the Select criteria pop-up window:

Click the Use in your workflow button to select this criteria.

You will then be presented with options to match the UTM Parameters. Fill some or all of them in to meet the needs of your workflow:

You can then choose a condition to try and match the value of the UTM parameter:

Here is what each option within the conditions dropdown will do:

is: Does the value of this attribute exactly match the string you have specified?

is NOT: Does the value of this attribute NOT match the exact string you have specified?

contains: Does the value of this attribute contain the string you have specified anywhere in the value?

does NOT contain: Does the value of this attribute NOT contain the string you have specified anywhere in the value?

in: Does the value of this attribute match exactly any of the comma separated list of values? The field accepts a comma separated list of potential values.

Select the option that suits your needs.

For this example we are going to create a segment of all customers who convert from the BlackFriday campaign. This means we will use the IS condition and add in 'BlackFriday', so Customer Tagger knows what text to look for in the UTM. 

Define the tag name/names that you would like to be applied when the UTM Parameter conditions you have specified are found on the order (don't forget to click the Add fixed tag button:

Saving and naming your workflow

It's worth giving your workflow a name to help you identify it at a later date, so add a workflow name in the New Workflow section, check the summary of your workflow and if happy, either Test your Workflow against an existing order or hit Save Workflow:

If you want to create a different tag for each different potential UTM Parameter, then just create a new workflow for each UTM Parameter combination.

Dynamic Tags

UTM Parameters can also be applied to orders without needing to create any workflow criteria.

Dynamic Tags will just apply UTM Parameter values as tags onto the customer record.

Dynamic Tag options can be found at the bottom of the workflow builder page:

You will find the UTM options within the dropdown list:


Why might UTM Parameters not appear on orders?

UTM Parameters could be missing from an order for the following reasons:

  • Apps and private browsers are preventing cookie tracking.
  • The order was originally a draft order.
  • The order did not come from your online store

If your UTM workflow is not working and the issue does not appear to be one of the reasons above, then please do get in touch.

Will this work with Backdating?

Yes, this workflow is available to backdate.

Need any help?

If you have any questions about the content of this article or any other Order Tagger related question,  contact us at

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