Embedded Data Targeting for your Web & App intercepts

Embedded data targeting checks the URL a visitor is on and shows your intercept only when it carries a parameter and value you're looking for. If your site can put a value into the page URL — a plan tier, a language, a product ID, an A/B bucket — you can use it to decide who sees the intercept.

This is the new-editor version of Custom Targeting Filters. It does the same job as the classic Custom Targeting Filters, with one big change: the values you target on come from an Embedded Data question, so you pick from a labeled list instead of typing raw values by hand.

⚠️ Intercepts only (Web & App). Embedded data targeting applies to studies that run as an on-page intercept. It has no effect on email, link, or other distribution methods.

How it looks when it's set up

Once configured, the rule reads as a plain sentence, so anyone on your team can tell at a glance who the intercept will show to:

Shows where fruit is 1 (apple).

Set it up

1. Define your Embedded Data in the editor

In the study editor, add an Embedded Data question (or open one you already have). This is where you declare what your site will send:

Parameter to pass via URL — the exact name that appears in the URL, e.g. fruit .
Display in Ethnio as — an optional friendly label for reports, e.g. "Favourite fruit".
Values — the values you expect, each with an optional label, e.g. 1 = apple, 2 = orange. These become the choices you pick from when targeting.

New to this question type? See Embedded Data for the full walkthrough.

2. Add the targeting on the Publish page

Open your study's Publish page and find the Targeting card. Click Add targeting and choose Embedded data.

3. Choose the parameter and value

Each parameter is one numbered row: the parameter name, an = , and a value picker. Open the dropdown and choose the value that should trigger the intercept — the friendly label appears next to it so you're never guessing what 1 means.

Need to match on more than one parameter from the same question? Click Add parameter and pick another. If a parameter has no predefined values, you can type the value directly instead of choosing from a list.

4. Get the value into your visitors' URLs

The Triggers on line shows the exact URL that will fire the intercept, e.g. https://domain.com?fruit=1 . Use Copy to grab it.

Make sure your site actually puts that parameter into the page URL for the right people — either by linking visitors to a URL that already includes it, or by having your own code append it. Chain several parameters together with & , for example ?fruit=1&plan=pro .

How matching works

Everything in the Targeting card is combined with AND — the card header says it plainly: All must match. A visitor sees the intercept only when every rule you've added is true at once.

Each parameter is required. Add two parameter rows and the visitor's URL must satisfy both.
Other targeting still stacks on top. Combine embedded data with URL, Devices, Browsers, Operating systems, or Locations rules — all of them have to match together.
Values match exactly. Targeting on 1 matches fruit=1 , not fruit=01 or fruit=apple .

✅ Test it in one click. Copy the Triggers-on URL, open it in a fresh browser tab, and confirm the intercept appears. If it doesn't, check that the parameter name and value in the URL match the rule exactly.

Coming from Custom Targeting Filters?

If you've used the classic Custom Targeting Filters in the legacy editor, the idea is identical — pass a variable via the URL and target on it. What's new:

Values are defined once as an Embedded Data question and reused for targeting, reports, and quotas — no retyping.
You pick values from a labeled dropdown instead of a free-text box, so 1 reads as "apple".
Everything lives in the single Targeting card alongside URL, device, browser, OS, and location rules.