Add custom URL parameters

Use URL parameters to filter results and target audiences.

A URL parameter is a piece of text added to the end of a webpage URL for tracking purposes (e.g., ?utm_source=google). Parameters help you understand which campaigns, ads, or traffic sources are bringing visitors to your site. Optimize automatically ingests all parameters, but only shows some standard parameters by default. If you want additional parameters available in filters and audiences, you’ll need to add them to your Optimize account settings.

URL parameters included by default

These parameters are automatically available in audiences and filters:

• utm_source — shown as Campaign Source
• utm_medium — shown as Campaign Medium
• utm_campaign — shown as Campaign Name
• utm_term — shown as Campaign Term
• utm_content — shown as Campaign Content

How to add other URL parameters

You can use any parameter your webpage URLs contain by adding them to your Optimize account settings.

Open your Optimize site in Webflow, then:

1. Click Account settings in the Navigation panel
2. Go to System Settings > URL param filters
3. Click Add or Edit
4. Enter the URL parameter name (e.g., ref_id) — no spaces
5. Click + new entry to add more as needed
6. Click Save