Morph DocsConditions
Available condition types and how they're evaluated at runtime.
Conditions determine which visitors see which variant. Each condition checks one aspect of the visitor's context and matches it against a value you define.
How conditions work
When a visitor loads your page, the Morph runtime:
- Extracts the visitor's context (URL parameters, device info, cookies)
- For each active rule, checks each variant's conditions
- The first variant where all conditions match is shown
- If no variant matches, the default is displayed
Multiple conditions on the same variant use AND logic — every condition must be true for that variant to activate.
Available conditions
UTM Source
Matches the utm_source query parameter in the URL.
Example: Visitor arrives via ?utm_source=google → condition value google matches.
Available on: Free, Pro, Business
Device
Matches the visitor's device type, detected from the User-Agent header.
Values: mobile, tablet, desktop
Available on: Free, Pro, Business
Visitor Type
Matches whether the visitor is new or returning. Morph sets a morph_ret cookie (1-year TTL) on the first visit. If the cookie exists on subsequent visits, the visitor is classified as "returning".
Values: new, returning
Available on: Free, Pro, Business
UTM Medium
Matches the utm_medium query parameter.
Example: ?utm_medium=cpc → condition value cpc matches.
Available on: Pro, Business
UTM Campaign
Matches the utm_campaign query parameter.
Available on: Pro, Business
UTM Term
Matches the utm_term query parameter.
Available on: Pro, Business
UTM Content
Matches the utm_content query parameter.
Available on: Pro, Business
Operator
All conditions currently use the equals operator — the visitor's value must exactly match your specified value (case-sensitive).
Tips
- Start simple — a single UTM Source condition is often enough for campaign-specific personalization
- Combine conditions carefully — AND logic means adding more conditions narrows your audience
- Test with URL parameters — append
?utm_source=valueto your published URL to verify conditions work as expected - Locked conditions — if a condition type shows a lock icon in the dropdown, it's available on a higher plan. Upgrade from the Plan tab or dashboard.