> For the complete documentation index, see [llms.txt](https://support.sayprimer.com/primer/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://support.sayprimer.com/primer/primer-support-review/audiences/website-visitor-audiences.md).

# Building audiences from website visitors

Use website visits, UTM parameters and form fills as audience filters.

**Beta — contact** [**support@sayprimer.com**](mailto:support@sayprimer.com) **to request access.**

As well as CRM and CSV records, you can build an audience from the people your [website pixel](/primer/primer-support-review/website-tracking/installing-the-pixel.md) has identified — for example everyone who visited a specific page or arrived from a particular campaign.

## Requirements

The website pixel must be [Connected](/primer/primer-support-review/website-tracking/pixel-connection-status.md). Website filters have nothing to match against until it is, so they only appear once it's connected.

## What you can filter on

* **Pages visited** — filter by the page someone viewed.
* **UTM parameters** — source, medium, campaign, term and content. For each, you can match the **first** touch, the **last** touch, or **any** touch.
* **Form fills** — filter by whether someone submitted a form, and which one.

Combine these with your other [filters](/primer/primer-support-review/audiences/building-an-audience.md) as usual, then estimate, build and sync the audience like any other.


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