diff --git a/frontend/src/ActionEdit.js b/frontend/src/ActionEdit.js
index dea6dba94f042..98ac92a8be8cc 100644
--- a/frontend/src/ActionEdit.js
+++ b/frontend/src/ActionEdit.js
@@ -61,6 +61,7 @@ class ActionStep extends Component {
         this.sendStep = this.sendStep.bind(this);
         this.AutocaptureFields = this.AutocaptureFields.bind(this);
         this.TypeSwitcher = this.TypeSwitcher.bind(this);
+        this.URLMatching = this.URLMatching.bind(this);
         this.stop = this.stop.bind(this);
 
         this.box = document.createElement('div');
@@ -154,7 +155,7 @@ class ActionStep extends Component {
                     }
                     this.setState({selection: this.state.selection}, () => this.sendStep(this.props.step))
                 }}
-                /> {props.label}</label>
+                /> {props.label} {props.extra_options}</label>
             {props.item == 'selector' ?
                 <textarea className='form-control' onChange={onChange} value={this.props.step[props.item]} /> :
                 <input className='form-control' onChange={onChange} value={this.props.step[props.item]} />}
@@ -217,6 +218,22 @@ class ActionStep extends Component {
                 />
         </div>
     }
+    URLMatching(step) {
+        return <div className='btn-group' style={{margin: '0 0 0 8px'}}>
+            <button
+                onClick={() => this.sendStep({...step, url_matching: 'contains'})}
+                type="button"
+                className={'btn btn-sm ' + ((!step.url_matching || step.url_matching == 'contains') ? 'btn-secondary' : 'btn-light')}>
+                contains
+            </button>
+            <button
+                onClick={() => this.sendStep({...step, url_matching: 'exact'})}
+                type="button"
+                className={'btn btn-sm ' + (step.url_matching == 'exact' ? 'btn-secondary' : 'btn-light')}>
+                exactly matches
+            </button>
+        </div>
+    }
     render() {
         let { step, isEditor } = this.props;
         return <div style={{borderBottom: '1px solid rgba(0, 0, 0, 0.1)', padding: '8px 0'}}>
@@ -224,15 +241,15 @@ class ActionStep extends Component {
                 <span aria-hidden="true">&times;</span>
             </button>}
             {!isEditor && <this.TypeSwitcher />}
-            <div>
+            <div style={{marginTop: 8}}>
                 {this.props.isEditor && <button type="button" className='btn btn-sm btn-secondary' style={{margin: '0 0 8px'}} onClick={() => this.start()}>
                     Inspect element
                 </button>}
                 {step.event == '$autocapture' && <this.AutocaptureFields />}
                 {(step.event == '$autocapture' || step.event == '$pageview') && <this.Option
                     item='url'
-                    label='Only match if URL contains'
-                    />}
+                    extra_options={<this.URLMatching {...step} />}
+                    label='URL' />}
             </div>
         </div>
     }
@@ -272,7 +289,7 @@ export class ActionEdit extends Component {
             if(detail.detail == 'action-exists') this.setState({saved: false, error: 'action-exists', error_id: detail.id})
         }
         let steps = this.state.action.steps.map((step) => {
-            if(step.event == '$pageview') step.selection = ['url'];
+            if(step.event == '$pageview') step.selection = ['url', 'url_matching'];
             if(step.event != '$pageview' && step.event != '$autocapture') step.selection = [];
             if(!step.selection) return step;
             let data = {};
diff --git a/frontend/src/ActionEvents.js b/frontend/src/ActionEvents.js
index 7fab015896302..ca0063d63b3e4 100644
--- a/frontend/src/ActionEvents.js
+++ b/frontend/src/ActionEvents.js
@@ -2,7 +2,7 @@ import React, { Component } from 'react';
 import api from './Api';
 import moment from 'moment';
 import { Link } from 'react-router-dom';
-import { toParams, fromParams, colors } from './utils';
+import { toParams, fromParams, colors, Loading } from './utils';
 import PropTypes from 'prop-types';
 import { EventDetails } from './Events';
 import PropertyFilters from './PropertyFilter';
@@ -14,7 +14,8 @@ export class ActionEventsTable extends Component {
     
         this.state = {
             propertyFilters: fromParams(),
-            newEvents: []
+            newEvents: [],
+            loading: true
         }
         this.fetchEvents = this.fetchEvents.bind(this);
         this.FilterLink = this.FilterLink.bind(this);
@@ -29,7 +30,7 @@ export class ActionEventsTable extends Component {
         })
         clearTimeout(this.poller)
         api.get('api/event/actions/?' + params).then((events) => {
-            this.setState({events: events.results});
+            this.setState({events: events.results, loading: false});
             this.poller = setTimeout(this.pollEvents, this.pollTimeout);
         })
     }
@@ -61,7 +62,7 @@ export class ActionEventsTable extends Component {
     }
     render() {
         let params = ['$current_url']
-        let { propertyFilters, events } = this.state;
+        let { loading, propertyFilters, events } = this.state;
         return (
             <div class='events'>
                 <PropertyFilters propertyFilters={propertyFilters} onChange={(propertyFilters) => this.setState({propertyFilters}, this.fetchEvents)} />
@@ -73,9 +74,8 @@ export class ActionEventsTable extends Component {
                             <th scope="col">User</th>
                             <th scope="col">Date</th>
                             <th scope="col">Browser</th>
-                            <th scope="col">City</th>
-                            <th scope="col">Country</th>
                         </tr>
+                        {loading && <Loading />}
                         {events && events.length == 0 && <tr><td colSpan="7">We didn't find any events matching any actions. You can either <Link to='/actions'>set up some actions</Link> or <Link to='/setup'>integrate PostHog in your app</Link>.</td></tr>}
                         {events && events.map((action, index) => [
                             index > 0
diff --git a/posthog/api/action.py b/posthog/api/action.py
index f0f1e840d10e8..f6638197290ac 100644
--- a/posthog/api/action.py
+++ b/posthog/api/action.py
@@ -16,7 +16,7 @@
 class ActionStepSerializer(serializers.HyperlinkedModelSerializer):
     class Meta:
         model = ActionStep
-        fields = ['id', 'event', 'tag_name', 'text', 'href', 'selector', 'url', 'name']
+        fields = ['id', 'event', 'tag_name', 'text', 'href', 'selector', 'url', 'name', 'url_matching']
 
 
 class ActionSerializer(serializers.HyperlinkedModelSerializer):
diff --git a/posthog/api/event.py b/posthog/api/event.py
index 4bd91fc5a4474..8b62a79fa5782 100644
--- a/posthog/api/event.py
+++ b/posthog/api/event.py
@@ -1,8 +1,8 @@
-from posthog.models import Event, Team, Person, Element, Action, ActionStep, PersonDistinctId, ElementGroup
+from posthog.models import Event, Team, Person, Element, Action, PersonDistinctId, ElementGroup
 from rest_framework import request, response, serializers, viewsets # type: ignore
 from rest_framework.decorators import action # type: ignore
 from django.http import HttpResponse, JsonResponse
-from django.db.models import Q, Count, QuerySet, query, Prefetch, F, Func, TextField, functions
+from django.db.models import Q, Count, QuerySet, query, F, Func, functions
 from django.forms.models import model_to_dict
 from typing import Any, Union, Tuple, Dict, List
 import re
@@ -93,7 +93,7 @@ def actions(self, request: request.Request) -> response.Response:
         actions = Action.objects.filter(
             deleted=False,
             team=request.user.team_set.get()
-        ).prefetch_related(Prefetch('steps', queryset=ActionStep.objects.all()))
+        )
         matches = []
         for action in actions:
             events = Event.objects.filter_by_action(action)
diff --git a/posthog/migrations/0028_actionstep_url_matching.py b/posthog/migrations/0028_actionstep_url_matching.py
new file mode 100644
index 0000000000000..5fc66d993ce21
--- /dev/null
+++ b/posthog/migrations/0028_actionstep_url_matching.py
@@ -0,0 +1,18 @@
+# Generated by Django 3.0.3 on 2020-03-04 01:20
+
+from django.db import migrations, models
+
+
+class Migration(migrations.Migration):
+
+    dependencies = [
+        ('posthog', '0027_move_elements_to_group'),
+    ]
+
+    operations = [
+        migrations.AddField(
+            model_name='actionstep',
+            name='url_matching',
+            field=models.CharField(choices=[('exact', 'exact'), ('contains', 'contains')], default='contains', max_length=400),
+        ),
+    ]
diff --git a/posthog/models.py b/posthog/models.py
index 25f5b1a3e7dee..36ba280541493 100644
--- a/posthog/models.py
+++ b/posthog/models.py
@@ -176,7 +176,9 @@ def filter_by_element(self, action_step):
     def filter_by_url(self, action_step):
         if not action_step.url:
             return {}
-        return {'properties__$current_url': action_step.url}
+        if action_step.url_matching == ActionStep.EXACT:
+            return {'properties__$current_url': action_step.url}
+        return {'properties__$current_url__icontains': action_step.url}
 
     def filter_by_event(self, action_step):
         if not action_step.event:
@@ -323,12 +325,19 @@ def __str__(self):
         return self.name
 
 class ActionStep(models.Model):
+    EXACT = 'exact'
+    CONTAINS = 'contains'
+    URL_MATCHING = [
+        (EXACT, EXACT),
+        (CONTAINS, CONTAINS),
+    ]
     action: models.ForeignKey = models.ForeignKey(Action, related_name='steps', on_delete=models.CASCADE)
     tag_name: models.CharField = models.CharField(max_length=400, null=True, blank=True)
     text: models.CharField = models.CharField(max_length=400, null=True, blank=True)
     href: models.CharField = models.CharField(max_length=400, null=True, blank=True)
     selector: models.CharField = models.CharField(max_length=400, null=True, blank=True)
     url: models.CharField = models.CharField(max_length=400, null=True, blank=True)
+    url_matching: models.CharField = models.CharField(max_length=400, choices=URL_MATCHING, default=CONTAINS)
     name: models.CharField = models.CharField(max_length=400, null=True, blank=True)
     event: models.CharField = models.CharField(max_length=400, null=True, blank=True)
 
diff --git a/posthog/test/test_event_model.py b/posthog/test/test_event_model.py
index 2ef5d1d1aca5e..b982193d2cec4 100644
--- a/posthog/test/test_event_model.py
+++ b/posthog/test/test_event_model.py
@@ -103,22 +103,27 @@ def test_attributes(self):
         self.assertEqual(len(events), 1)
         self.assertEqual(events[0], event1)
 
-    def test_filter_events_by_url(self):
+    def test_filter_events_by_url_exact(self):
         Person.objects.create(distinct_ids=['whatever'], team=self.team)
         event1 = Event.objects.create(team=self.team, distinct_id='whatever')
-
         event2 = Event.objects.create(team=self.team, distinct_id='whatever', properties={'$current_url': 'https://posthog.com/feedback/123'}, elements=[
             Element(tag_name='div', text='some_other_text', nth_child=0, nth_of_type=0, order=1)
         ])
-
         action1 = Action.objects.create(team=self.team)
-        ActionStep.objects.create(action=action1, url='https://posthog.com/feedback/123')
+        ActionStep.objects.create(action=action1, url='https://posthog.com/feedback/123', url_matching=ActionStep.EXACT)
         ActionStep.objects.create(action=action1, href='/a-url-2')
 
+        action2 = Action.objects.create(team=self.team)
+        ActionStep.objects.create(action=action2, url='123', url_matching=ActionStep.CONTAINS)
+
         events = Event.objects.filter_by_action(action1)
         self.assertEqual(events[0], event2)
         self.assertEqual(len(events), 1)
 
+        events = Event.objects.filter_by_action(action2)
+        self.assertEqual(events[0], event2)
+        self.assertEqual(len(events), 1)
+
     def test_person_with_different_distinct_id(self):
         action_watch_movie = Action.objects.create(team=self.team, name='watched movie')
         ActionStep.objects.create(action=action_watch_movie, tag_name='a', href='/movie')