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Test for the visitors who actually arrive.

Audiences shows where your visitors come from: by channel, source, campaign and device. Turn any group into a segment in one click, and an experiment on that segment shows its variants only to those visitors.

How it works

  1. Tag your ads

    Paste one line of UTM parameters into Google, Meta, TikTok or Pinterest.

  2. See what comes in

    Every visit is grouped by channel, source, campaign and device, with conversions and revenue.

  3. Test per audience

    Save traffic as a segment and pick it in an experiment: only those visitors see the variants.

The traffic overview counts visits from visitors who accept your cookies, and shows what share of all your visits that is.

Set up UTMs, per platform

Once per ad platform: copy the line, paste it into the right field and follow the steps.

Google Ads

Paste into Final URL suffix

utm_source=google&utm_medium=cpc&utm_campaign={campaignid}&utm_content={creative}
  1. In Google Ads, open Admin → Account settings.
  2. Open “Tracking template” and paste the line into “Final URL suffix”.
  3. Save. Auto-tagging (gclid) can stay on: it only adds its own click ID.

Google has no tag for the campaign name, so you see the campaign ID. Want names? Add a custom parameter {_campaign} per campaign and use utm_campaign={_campaign}.

Official help ↗

Meta (Facebook & Instagram)

Paste into URL parameters

utm_source=facebook&utm_medium=paid_social&utm_campaign={{campaign.name}}&utm_content={{ad.name}}
  1. In Ads Manager, open the ad itself (ad level, not campaign).
  2. Under “Tracking”, paste the line into “URL parameters”.
  3. Publish. Do this for every ad, or duplicate an ad that already has it.

Meta may add source = Facebook or Instagram by itself. Tessera reads facebook, instagram, fb, ig and meta all as Meta, in any case.

Official help ↗

TikTok Ads

Paste into Build URL parameters

utm_source=tiktok&utm_medium=paid_social&utm_campaign=__CAMPAIGN_NAME__&utm_content=__CID_NAME__
  1. In TikTok Ads Manager, open the ad and go to “Destination URL”.
  2. Open “Build URL parameters”, turn “Auto-attach” off and fill the UTM fields with the values from the line.
  3. Apply and save the ad.

Auto-attach writes TikTok / Paid with capitals. That still works in Tessera, but your own values keep every report the same.

Official help ↗

Pinterest Ads

Paste into Destination URL

utm_source=pinterest&utm_medium=paid_social&utm_campaign={campaignname}&utm_content={adid}
  1. In Pinterest Ads Manager, open the ad and edit the destination URL.
  2. Add ? after your URL and paste the line (use & if the URL already has a ?).
  3. Save. Parameters you type here win over Pinterest’s automatic ones.

Pinterest fills the {…} tags only in live ads, not in the preview.

Official help ↗

Check that it arrives

Check: click your own ad (or open its link) and look at the address bar of your shop. You should see ?utm_source=… there. Gone after a redirect? Then the redirect drops the parameters.

Know who you are testing for.

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