Understanding Rematches
Rematches run within a CampaignMatch. If you haven't set one up yet, start with Understanding CampaignMatches
What is a Rematch?
Rematches are MessageMatch’s built-in split tests for a single UTM rule set. Turn them on to evenly test multiple copy variants for each CampaignMatch, then use Analytics to see which variant wins.
When to use?
You already have a working CampaignMatches and want to improve them.
You want to test underlying core motivators for your audience segments.
You need clean, per-campaign learnings without rebuilding pages.
You want the dashboard to surface variant-level insights and recommendations.
How Distribution & Caching Work
Variants: Up to 5 versions (A–E) per UTM rule set.
Traffic split: Even distribution across active variants.
Return visits: A visitor who saw a variant for a given page link continues to see that same version on later visits to that link (keeps experience consistent).
Important: Rematches only run after the required UTM rules match, though they can also be set to operate on the base website copy as well.
Enable in a MatchAgent
Dashboard → [MatchAgents tab] → select your MatchAgent → click Manage
Confirm UTM rules (and any referrer qualifier).
Toggle Rematches ON → add up to 5 variants → write copy → Save.
Deploy the MatchAgent.
QA & testing
Use a test URL with matching UTMs (e.g.,
?utm_source=google&…).To see a different variant during QA, use the dashboard’s variant switcher or test in a fresh/incognito session.
If nothing changes: check required UTM keys/values, element mapping, and that variants are enabled.
Do I need to rebuild pages? No—variants update mapped elements only.
Rematches only update the elements mapped in your MatchAgent — no page rebuilding required. All other content remains unchanged.
Analytics & recommendations
Variant reporting: view count, CTR, conversions, and a simple win-rate per variant.
Roll-ups: Views → Eligible Views → CampaignMatch Views with a filter for variant A–E.
Insights: the dashboard highlights top/underperforming variants and suggests next actions (e.g., extend/pause, rebalance, or rotate variants) based on lift and traffic patterns.
Plans & Pricing
Rematches are available on Pro plans and higher; max 5 variants per UTM rule set.
Usage still counts against monthly Views; variant impressions are shown for diagnosis, not billed separately.
See Plans & Pricing for caps/overages.
Best practices
Establish a working CampaignMatch with measurable traffic before enabling Rematches. Split testing without a baseline produces inconclusive data.
Change only one element per variant (e.g., only the H1, or only the CTA) to isolate what's driving lift. Testing multiple elements simultaneously makes it impossible to attribute results.
Wait for statistically meaningful traffic before drawing conclusions. Low-volume results will show in Analytics but should not drive decisions.
Use the dashboard's variant switcher during QA — don't rely solely on incognito sessions, which can be inconsistent.
When a clear winner emerges, pause losing variants rather than deleting them. Historical data is retained and useful for future reference.
Troubleshooting
Only one version shows repeatedly: expected for return visits to the same page link; use the dashboard to preview others or test in a fresh session.
Uneven traffic: confirm all variants are active and the UTM audience is large enough.
No data in Analytics: ensure the MatchAgent is deployed correctly and the page has traffic that matches the UTM rules.
💬 Need help? Submit a support ticket from the dashboard — click the support icon in the upper right corner.
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