# Understanding CampaignMatches

## What is a CampaignMatch?

A **CampaignMatch** occurs when the UTM parameters in a visitor's URL match the rules configured in your MatchAgent. When a match is detected, mapped page elements — H1, subhead, CTA, badges, sections — are automatically swapped with campaign-specific copy.

MessageMatch uses only first-party URL data (the UTMs in the address bar) to trigger personalization. No cookies or third-party data are used. External integrations can extend this capability — see Integrations for details.

A visit will not qualify a CampaignMatch if: required UTMs are missing or don't match, a referrer condition exists without a corresponding UTM match, an exclusion rule applies, or the target element is not found on the page.

In **Analytics**, you’ll see counts flow **Views → Eligible Views → CampaignMatch Views**, with performance by source/campaign/term; if [**Rematches**](/messagematch-docs/readme/key-terms/understanding-rematches-1.md) are on, you’ll also get **per-variant** impressions, CTR, conversions, and **win rate**.

### How it works (matching & changes)

* **Requirements:** Any one of the UTM keys/values in the MatchAgents URL allowed list must be present (e.g., `utm_source=google`, optional `utm_campaign` match).
* **Targeting scope:** Only mapped elements change; the rest of the page remains untouched.
* **Disqualifiers:** Missing required UTMs, referrer condition without UTMs, excluded audiences, or target elements not found.

### When to use

* You want campaign-specific messaging without cloning pages.
* You need clear attribution from campaign → on-page copy → conversions.
* You’re preparing a solid baseline before enabling **Rematches** (split tests).

### QA & testing

* Append UTMs to your URL (e.g., `?utm_source=google&utm_campaign=pricing_search`).
* Verify each mapped element updates; if not, check selectors and rule values.
* Keep a control/baseline (no UTM match) for quick comparisons.
  * \*Baseline copy is automatically cycled through when leveraging Rematches.

### Analytics & recommendations

* **Counts:** Views → **Eligible Views** → **CampaignMatch Views** (subset where content changed).
* **Performance:** CTR, conversions for CampaignMatches by campaign/source/term.
* **Insights:** The dashboard highlights top campaigns, flags underperformers, and recommends next actions (extend/pause windows, refine rules, or add **Rematch** variants) based on lift and traffic patterns.

### Troubleshooting (quick)

* **No change on page:** Required UTM missing/mismatched; element not mapped correctly; agent not deployed.
* **Rule matches in preview but not live:** CDN/page cache; purge and retest.
* **Unexpected matches:** Tighten rules (use equals vs. contains) or add referrer qualifier.

💬 **Need help?** Submit a support ticket from the dashboard — click the support icon in the upper right corner.


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