Up to 20 custom journey segments are permitted for set-up.
Custom Journey Segments work best when set-up with URLs + Paths; custom segments can sometimes capture and translate UTMs but this is not always a reliant source.
Example Breakdown:
https://TeddysCatTowers.com/free-estimate/utm_source=print&utm_medium=doorhanger&utm_campaign=september
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URL/Base Domain: https://TeddysCatTowers.com
1p Audiences transformed from website visitors
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Path: free-estimate
Custom journey segments rely on this portion
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UTM: utm_source=print&utm_medium=doorhanger&utm_campaign=september
What might be seen in Google Analytics or 3P Attribution Screen in the Platform.