Targeting rules
Control exactly who is eligible for a test — by browser, source, URL, geography and more.
Targeting decides which visitors are eligible for a test. All rules you add must match (AND logic) for a visitor to qualify. Eligible visitors are then subject to the traffic split.
Available rules
- Browser — Chrome, Firefox, Safari, Edge, Opera.
- Traffic source — Direct, Organic, Social or Paid (based on referrer).
- URL pattern — match the current URL by substring or regular expression (e.g. only
/pricing). - New visitors only — exclude returning visitors within the session.
- Geography — one or more country codes (e.g.
US,GB,FI). Resolved on the server from the visitor's location.
Mutual exclusion groups
Assign tests to an exclusion group so a visitor who enters one test in the group can't enter another in the same group. This prevents overlapping experiments from contaminating each other's results.
Use one when two tests touch the same page or the same conversion. Two tests on unrelated parts of the site can safely run at the same time without a group.
Targeting narrows your audience, which slows down reaching a conclusion. Only add rules that are essential to a valid test — "desktop Chrome visitors from paid search in Finland" is a precise question and an experiment that will never finish.