# MatchAgent Settings

## Content Behavior

The following are settings that determine how the MatchAgent will respond to different stimuli on a website, with or without UTMs provided

### Rewrite base site copy

When ON, the agent may rewrite content for generic visitors without any UTM tags in the URL. Choose this option if you want MessageMatch to be continuously optimizing analysing and improving your website's content without any extra input or effort.

When OFF, visitors without UTM parameters see the original site copy, and no alterations or optimizations are made. The script does not run unless UTMs are present. Choose this setting if you want to be more strategic with how Messagematch gets used in the marketplace and implemented.

### CampaignMatch enabled

When ON, the agent can apply CampaignMatches that respond to UTM parameters. 

When OFF, CampaignMatches for this agent are inactive. Toggling this setting essentially turns the matchagent on or off, so that when off, only generic web traffic view count and conversion data is being recorded, and no content optimization is taking place.

See the Tracking and Analytics section of the docs for a deeper explanation of [CampaignMatches](/messagematch-docs/readme/key-terms/understanding-rematches.md).

### ReMatches enabled

When ON, traffic will be evenly split between the original content and up to 5 AI-assisted variations of the same to measure performance.

See the Tracking and Analytics section of the docs for a deeper explanation of [ReMatches](/messagematch-docs/readme/key-terms/understanding-rematches-1.md).

## URL Parameter Configuration <a href="#url-parameter-configuration" id="url-parameter-configuration"></a>

Configure which URL parameters contribute context for the MatchAgent's content personalization.

If the Content Behavior setting 'Rewrite base site copy' is on:

* The MatchAgent will operate regardless of whether any of these parameters exist in the URL.

If the Content Behavior setting 'Rewrite base site copy' is off:

* No content optimization will take place unless one of the entered UTM keywords exists in the URL string. The MatchAgent will collect general view count and conversion data on the website, but there will be no CampaignMatch data to report or optimized content deployed.

#### Default Parameters <a href="#default-parameters" id="default-parameters"></a>

These parameters are included by default but are optional:

* `campaign=`
* `demographics=`

Examples: `?campaign=summer2024`, `?demographics=young_adults`, or `?campaign=summer2024&demographics=young_adults`**Note:** Parameters are used for AI context and cache differentiation. Your MatchAgent will function with or without these parameters present.

#### Custom Parameters <a href="#custom-parameters" id="custom-parameters"></a>

Add additional parameters for more sophisticated targeting:

* `utm_source=`
* `user_type=`
* `location=`

Example: `?campaign=summer2024&utm_source=newsletter&user_type=premium`

## Custom AI Prompts <a href="#custom-ai-prompts" id="custom-ai-prompts"></a>

MessageMatch works by reading your website's content and updating it through UTM keyword context; be sure to add any additional or missing context not present on the website that would help the model predictions. The custom user prompt section can be found in the advanced settings in the Manage MatchAgent tab.

* Examples of when to use the User Prompt:&#x20;
  * Defining customization behavior when traffic arrives from a different source or location based utm parameters.
  * Defining events such as the *'Waste Management Open'* golf tournament, or special holidays, that the MatchAgent would not otherwise understand the meaning of, unless explained.
  * Defining any obscure words or lingo that are used or referenced, such as the use of an abstract company name, that is not explicitly defined on the website.
  * Providing context for certain demographics; this is another service we hope to provide in the future, for regional optimizations, though, for the time being, it could be helpful to explain details about your target audiences.


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