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Personalization Rules

Rules let you add specific instructions to the AI based on conditions. When a visitor matches a rule's condition, the rule's action text is added as context for the AI personalization.

Where to configure

Dashboard > Rules

How Rules Work

Each rule has a condition and an action. The condition matches against visitor data (UTM parameters, source, etc.). When matched, the action is a text instruction given to the AI as additional context.

Condition Format

Rules use a simple parameter = value format. The matching is case-insensitive and uses substring matching — so utm_source = google will match visitors where utm_source contains “google”.

Supported Parameters

utm_sourceutm_mediumutm_campaignutm_termutm_content

Format

utm_source = linkedin

The equals sign separates the parameter name from the value. Both sides are trimmed of whitespace. Matching is case-insensitive and checks if the visitor's parameter value contains the specified text.

Examples

ConditionAction
utm_source = google“Emphasize trust signals and social proof — Google Ads visitors are comparison shopping”
utm_medium = email“Use warmer, more personal tone — this visitor came from an email we sent them”
utm_campaign = enterprise“Focus on scalability, security, and compliance features”
utm_term = free“Lead with free trial, no credit card messaging”

Priority

  • Rules have a priority number (lower = higher priority)
  • When multiple rules match, higher-priority rules take precedence
  • Multiple rules can apply to the same visitor — their actions are combined as context

Creating a Rule

  1. 1Click “Add Rule”
  2. 2Enter the condition (e.g., utm_source = linkedin)
  3. 3Enter the action text (up to 50 characters) — a concise instruction for the AI
  4. 4Set priority (0 = highest)
  5. 5Save

Tips

  • Use rules to customize messaging per channel — Google vs. LinkedIn vs. email visitors behave differently.
  • Keep action text concise and specific.
  • Test rules by visiting your page with matching UTM parameters.
  • Rules complement brand voice — brand voice is the default, rules add situational context.