Reporting

UTM segments

Read behavioral differences in Google Ads, Meta, email and influencer traffic.

Last updated: May 22, 20268-14 minBeginner to intermediate
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What does this do?

UTM segments helps make the reporting workflow decision-ready in Testvoy. The goal is not only finding a setting, but understanding why it exists, how to read the outcome and where to debug first.

Know when to use it

Learn which UI fields matter

Know what success looks like

UTM segments screen flow
SetupQAReport
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When should you use it?

Use this guide during first setup, experiment creation, report interpretation or before sharing with a client or team. Testvoy keeps the workflow approachable for non-technical users while still exposing SDK, event and security context for developers.

  1. 01

    Choose the relevant workspace and project

  2. 02

    Follow the checklist on this page

  3. 03

    Verify with preview or verifier

  4. 04

    Share the setting or report with the team

How to do it

Most Testvoy workflows follow the same pattern: choose context, define the rule or change, then verify through QA and reporting. This keeps the product focused on decision quality, not only running tests.

  • Is the workspace correct?
  • Is the project key or domain correct?
  • Does the goal/event match?
  • Were mobile and desktop checked?
  • Any bot/SRM or dropped event warning?

Example report-reading flow

Example: Variant B looks strong in total conversion. Before deciding, read funnel steps, segment breakdown, revenue impact, bot-filtering signals and SRM warnings. This order reduces the risk of deciding early on one metric.

  1. 01

    Read the Best variant card

  2. 02

    Check Bayesian/Frequentist signals

  3. 03

    Look for SRM warning

  4. 04

    Inspect funnel drop-off steps

  5. 05

    Compare device, country and UTM segments

  6. 06

    Check whether revenue or RPV supports the same direction

  7. 07

    Create a shareable report

Example decision note
Variant B shows +8.4% lift on signup_completed.
No SRM warning.
Mobile segment is stronger; desktop is neutral.
Checkout drop-off did not change.
Decision: move Variant B to 25% rollout.

Practical scenario

A growth team changes CTA copy on the pricing page, connects signup_started and signup_completed goals, then reads Google Ads and returning visitor segments separately. If the result is promising, they share a report link with the client or leadership.

Common mistakes

Most mistakes come from wrong project keys, overly broad selectors, missing goals, staging/prod mixups, early decisions on small samples or skipping mobile QA.

Naming an experiment 'test'

Launching without a goal

Deciding on total CVR only

Sending screenshots instead of shareable reports

Related pages

Audience and targetingUTM targeting

utm_source, utm_campaign and campaign-based personalization.

Frequently asked questions

Who is UTM segments for?

Marketing, growth, product and developer teams can use the same guide at different depths.

Do I need a developer?

Not for basic visual changes and report reading; SDK, custom events, custom JS or enterprise security benefit from technical support.

How do I know it worked?

Verifier, recent events, preview, QA checklist and report warnings show setup and experiment health.

What is the common mistake?

Wrong project keys, missing goals, fragile selectors, early decisions on small samples and skipped mobile QA are common.

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