Message match
Message match is the degree to which a landing page repeats the promise of the ad, search result or email that brought the visitor there. Strong message match means the visitor recognizes, within seconds, that they arrived in the right place.
In GetIntent: GetIntent creates message match automatically: it reads the search term, campaign, UTM parameters and referrer behind each visit and rewrites the headline, supporting copy and calls to action you selected so they echo what the visitor clicked.
Example: An ad for "CRM for small agencies" leads to a page whose headline says "The CRM built for small agencies" instead of a generic "Grow your business".
See also: Free personalization audit · Messaging matrix template
Dynamic text replacement (DTR)
Dynamic text replacement is a technique that swaps words on a landing page for values taken from the URL, usually the search keyword in a UTM parameter, so the page repeats the visitor's own query.
In GetIntent: Classic DTR pastes the raw keyword into a fixed slot, which breaks on misspelled or awkward queries. GetIntent uses the keyword as an intent signal instead and rewrites whole text elements in your brand voice, with the original copy as the fallback.
Example: A visitor who searched "payroll software for startups" sees that phrase inserted into the headline placeholder.
See also: Intent detection docs · Google Ads personalization playbook
UTM-based personalization
UTM-based personalization changes page content according to the UTM parameters in the URL (utm_source, utm_medium, utm_campaign, utm_term and utm_content), which marketers already add to ad and email links for analytics.
In GetIntent: GetIntent reads all five UTM parameters, plus its own signal and intent parameters, on every visit. Rules let you attach an instruction to a UTM condition such as utm_source = linkedin, and the Intent Builder generates consistently tagged URLs.
Example: Visitors with utm_medium=email get a warmer tone and a CTA for existing users, while utm_medium=cpc visitors get the acquisition offer.
See also: Personalization rules docs · UTM naming convention sheet
Intent personalization
Intent personalization adapts a page to what the visitor is trying to do, inferred from signals such as the search term, the ad or campaign, the referrer and the pages they view, rather than to who the visitor is.
In GetIntent: GetIntent ranks intent signals: explicit signal and intent URL parameters first, then UTM parameters, then the referrer. With visitor tracking (Intent Context) turned on, interests from pages a visitor has viewed on your site are added to later personalizations.
Example: Two visitors from the same company see different headlines because one searched for pricing and the other for an integration.
See also: Intent detection docs · Visitor tracking docs
Visitor segment
A visitor segment is a group of visitors who share a characteristic you can detect, such as a traffic source, campaign, keyword theme, target account or set of interests, and who should therefore see the same version of a message.
In GetIntent: In GetIntent you define segments with UTM conditions in rules and experiment targeting. Visitor tracking also groups visitors with similar interest profiles into cohorts automatically.
Example: All visitors with utm_content=finance-leaders form one segment and see a headline about cost and risk.
See also: LinkedIn Ads personalization playbook · Visitor tracking docs
ABM page (account page)
An ABM page is a landing page made for one named target account in an account-based marketing program, typically showing the company's name and content relevant to its industry or situation.
In GetIntent: GetIntent Account Pages are built from reusable sections with placeholder tokens, combined into a template per account or a generic one, and served at /for/[account] on your own domain. Target accounts can be imported from HubSpot, Salesforce or a CSV file.
Example: A sales rep sends the decision maker at a target account a link to yourdomain.com/for/acme, which greets Acme by name and shows the case relevant to its industry.
See also: HubSpot integration · Salesforce integration
Control group
A control group is the share of visitors who see the original, unpersonalized page during a test, so the effect of personalization can be measured against a baseline instead of assumed.
In GetIntent: GetIntent always includes the original page as the control in an experiment. Experiments (Pro plan and above) let you set variant weights, UTM targeting, minimum sample size and confidence level, and report confidence intervals per variant.
Example: 90% of Google Ads visitors see the personalized headline and 10% see the original, and conversion rates of both groups are compared.
See also: A/B testing docs · A/B test brief template
Brand voice guardrails
Brand voice guardrails are the rules generated or personalized copy must follow: tone, words to prefer and words that must never appear, such as unapproved claims or competitor trademarks.
In GetIntent: GetIntent's brand voice settings hold your tone plus preferred and restricted keywords, and apply them to every personalization. If a rewrite cannot be produced, visitors see your original copy.
Example: A restricted keyword list containing "guaranteed" and "#1" keeps those words out of every personalized headline.
See also: Brand voice docs · Messaging matrix template