Dynamic text replacement rewrites a campaign's words for each visitor, in their browser, so it works on cached pages too. Use it to match your campaign to the advert or email that brought the visitor in.
Where to find it:
PRO tab, PRO Features card, Dynamic text replacement. It is on by default. Click Save Features after changing it.
Where it works:
Three fields: Headline, Sub-line and Button text, on the Content tab.
The tags:
- {utm_source}, {utm_medium}, {utm_campaign} and {utm_term}: taken from the address
- {referrer}: the full address of the page the visitor came from
- {referrer_domain}: just the site name, without www
- {date}: today's date, in the visitor's own date format
- {day}: the name of the day, for example Monday
- {url_ followed by any parameter name}: for example {url_city} reads city from an address ending ?city=Leeds
Parameter names in a {url_} tag use letters and underscores, for example {url_city} or {url_promo_code}.
Fallbacks:
Add a fallback after a colon. It is used when the value is missing or empty. For example Free delivery to {url_city:your door} reads Free delivery to Leeds for a visitor who arrived with ?city=Leeds, and Free delivery to your door for everyone else.
Always add a fallback, so a visitor with no tagged link still reads a complete sentence.
A real example:
Northside runs a local advert linking to their shop with ?city=Leeds. The Free Delivery Bar headline is Free delivery to {url_city:your door} this {day}. Visitors from the advert read Free delivery to Leeds this Monday. Everyone else reads Free delivery to your door this Monday.
Good to know:
- A tag Engage does not recognise is left exactly as typed, so a stray curly bracket never eats a word.
- The builder's Live preview shows the tags as typed. Open your page with the parameters in the address to see them replaced.
More examples:
- Welcome, {utm_source:friend}! reads Welcome, newsletter! for a newsletter link and Welcome, friend! for everyone else.
- Thanks for visiting from {referrer_domain:the web} reads Thanks for visiting from facebook.com when someone arrives from Facebook.
- Your {day} deal: 15% off reads Your Friday deal: 15% off on a Friday.
- Use code {url_promo_code:WELCOME10} shows a code passed in the link, or WELCOME10 when there is none.
Tips:
- Pair {utm_campaign} with your email campaign names, for example Your {utm_campaign:weekly} offer is inside.
- Keep fallbacks natural. Read the sentence out loud with and without the value.