Targeting Overview
Targeting determines which visitors are eligible for an experiment. Visitors who do not match your rules are never assigned.
What is targeting?
Section titled “What is targeting?”Targeting is a set of filters applied before variant assignment. It includes URL rules, traffic allocation, and optional audience criteria configured in the dashboard.
URL rules
Section titled “URL rules”Every experiment requires URL rules. The SDK sends the current page URL to /sdk/bootstrap, and the edge service checks whether it matches.
| Match type | Example pattern | Matches |
| :--------- | :-------------- | :------ |
| contains | /pricing | https://example.com/pricing |
| exact | https://example.com/ | Only the homepage |
| starts_with | https://example.com/blog | All blog URLs |
| regex | ^https://example\.com/product/\d+ | Product pages with numeric IDs |
Traffic allocation
Section titled “Traffic allocation”Traffic allocation (0–100%) limits the share of eligible visitors who enter the experiment. Visitors outside the allocation bucket are excluded before variant assignment.
Assignment uses a deterministic hash of the anonymous ID and experiment key, so allocation is consistent per visitor.
Sticky assignment
Section titled “Sticky assignment”When enabled, returning visitors receive the same variant. The edge stores anonymousId + experimentKey → variantKey in KV.
Disable sticky assignment if you need fresh random assignment on every session (rare).
Audience targeting
Section titled “Audience targeting”The dashboard supports additional targeting dimensions:
| Dimension | Example |
| :-------- | :------ |
| Device | desktop, mobile, tablet |
| Country | US, BR, DE |
| Browser | chrome, safari, firefox |
| UTM parameters | utm_source=newsletter |
| Referrer | https://google.com |
How targeting affects experiments
Section titled “How targeting affects experiments”flowchart TD A[Visitor loads page] --> B{URL matches?} B -->|No| Z[No assignment] B -->|Yes| C{Traffic allocation?} C -->|No| Z C -->|Yes| D{Audience rules?} D -->|No| Z D -->|Yes| E[Assign variant] E --> F[Apply changes + exposure]Only visitors who pass all active filters are assigned and counted in experiment results.
Targeting examples
Section titled “Targeting examples”Pricing page test (US desktop only)
- URL:
contains/pricing - Country:
US - Device:
desktop - Traffic allocation:
50%
Newsletter campaign landing page
- URL:
containsutm_campaign=summer-sale - UTM source:
newsletter - Traffic allocation:
100%
Privacy and personal data
Section titled “Privacy and personal data”- Ttoolab uses an anonymous browser ID — not email or login by default.
- Avoid sending PII (email, name, phone) in
ttoolab.track()payloads unless you have a lawful basis and your privacy policy covers it. - Country targeting uses the request’s country code from the edge network, not geolocation APIs in the browser.
- Respect cookie consent requirements in your jurisdiction before loading the pixel.