diff --git a/USERS.md b/USERS.md
index c0b7bc80ab92..bdbc07d1e716 100644
--- a/USERS.md
+++ b/USERS.md
@@ -186,6 +186,7 @@ Currently, the following organizations are **officially** using Argo CD:
 1. [Schwarz IT](https://jobs.schwarz/it-mission)
 1. [Skit](https://skit.ai/)
 1. [Skyscanner](https://www.skyscanner.net/)
+1. [Smart Pension](https://www.smartpension.co.uk/)
 1. [Smilee.io](https://smilee.io)
 1. [Snapp](https://snapp.ir/)
 1. [Snyk](https://snyk.io/)
diff --git a/applicationset/generators/generator_spec_processor.go b/applicationset/generators/generator_spec_processor.go
index c3943f19ea8f..449327f14e77 100644
--- a/applicationset/generators/generator_spec_processor.go
+++ b/applicationset/generators/generator_spec_processor.go
@@ -1,9 +1,11 @@
 package generators
 
 import (
+	"fmt"
 	"reflect"
 
 	"github.com/argoproj/argo-cd/v2/applicationset/utils"
+	"github.com/jeremywohl/flatten"
 
 	"k8s.io/apimachinery/pkg/labels"
 
@@ -72,8 +74,17 @@ func Transform(requestedGenerator argoprojiov1alpha1.ApplicationSetGenerator, al
 		}
 		var filterParams []map[string]interface{}
 		for _, param := range params {
+			flatParam, err := flattenParameters(param)
+			if err != nil {
+				log.WithError(err).WithField("generator", g).
+					Error("error flattening params")
+				if firstError == nil {
+					firstError = err
+				}
+				continue
+			}
 
-			if requestedGenerator.Selector != nil && !selector.Matches(labels.Set(keepOnlyStringValues(param))) {
+			if requestedGenerator.Selector != nil && !selector.Matches(labels.Set(flatParam)) {
 				continue
 			}
 			filterParams = append(filterParams, param)
@@ -88,18 +99,6 @@ func Transform(requestedGenerator argoprojiov1alpha1.ApplicationSetGenerator, al
 	return res, firstError
 }
 
-func keepOnlyStringValues(in map[string]interface{}) map[string]string {
-	var out map[string]string = map[string]string{}
-
-	for key, value := range in {
-		if _, ok := value.(string); ok {
-			out[key] = value.(string)
-		}
-	}
-
-	return out
-}
-
 func GetRelevantGenerators(requestedGenerator *argoprojiov1alpha1.ApplicationSetGenerator, generators map[string]Generator) []Generator {
 	var res []Generator
 
@@ -122,6 +121,20 @@ func GetRelevantGenerators(requestedGenerator *argoprojiov1alpha1.ApplicationSet
 	return res
 }
 
+func flattenParameters(in map[string]interface{}) (map[string]string, error) {
+	flat, err := flatten.Flatten(in, "", flatten.DotStyle)
+	if err != nil {
+		return nil, err
+	}
+
+	out := make(map[string]string, len(flat))
+	for k, v := range flat {
+		out[k] = fmt.Sprintf("%v", v)
+	}
+
+	return out, nil
+}
+
 func mergeGeneratorTemplate(g Generator, requestedGenerator *argoprojiov1alpha1.ApplicationSetGenerator, applicationSetTemplate argoprojiov1alpha1.ApplicationSetTemplate) (argoprojiov1alpha1.ApplicationSetTemplate, error) {
 	// Make a copy of the value from `GetTemplate()` before merge, rather than copying directly into
 	// the provided parameter (which will touch the original resource object returned by client-go)
diff --git a/applicationset/generators/generator_spec_processor_test.go b/applicationset/generators/generator_spec_processor_test.go
index 5495966ed57d..cc03f141f8da 100644
--- a/applicationset/generators/generator_spec_processor_test.go
+++ b/applicationset/generators/generator_spec_processor_test.go
@@ -94,6 +94,89 @@ func TestMatchValues(t *testing.T) {
 	}
 }
 
+func TestMatchValuesGoTemplate(t *testing.T) {
+	testCases := []struct {
+		name     string
+		elements []apiextensionsv1.JSON
+		selector *metav1.LabelSelector
+		expected []map[string]interface{}
+	}{
+		{
+			name:     "no filter",
+			elements: []apiextensionsv1.JSON{{Raw: []byte(`{"cluster": "cluster","url": "url"}`)}},
+			selector: &metav1.LabelSelector{},
+			expected: []map[string]interface{}{{"cluster": "cluster", "url": "url"}},
+		},
+		{
+			name:     "nil",
+			elements: []apiextensionsv1.JSON{{Raw: []byte(`{"cluster": "cluster","url": "url"}`)}},
+			selector: nil,
+			expected: []map[string]interface{}{{"cluster": "cluster", "url": "url"}},
+		},
+		{
+			name:     "values.foo should be foo but is ignore element",
+			elements: []apiextensionsv1.JSON{{Raw: []byte(`{"cluster": "cluster","url": "url","values":{"foo":"bar"}}`)}},
+			selector: &metav1.LabelSelector{
+				MatchLabels: map[string]string{
+					"values.foo": "foo",
+				},
+			},
+			expected: []map[string]interface{}{},
+		},
+		{
+			name:     "values.foo should be bar",
+			elements: []apiextensionsv1.JSON{{Raw: []byte(`{"cluster": "cluster","url": "url","values":{"foo":"bar"}}`)}},
+			selector: &metav1.LabelSelector{
+				MatchLabels: map[string]string{
+					"values.foo": "bar",
+				},
+			},
+			expected: []map[string]interface{}{{"cluster": "cluster", "url": "url", "values": map[string]interface{}{"foo": "bar"}}},
+		},
+		{
+			name:     "values.0 should be bar",
+			elements: []apiextensionsv1.JSON{{Raw: []byte(`{"cluster": "cluster","url": "url","values":["bar"]}`)}},
+			selector: &metav1.LabelSelector{
+				MatchLabels: map[string]string{
+					"values.0": "bar",
+				},
+			},
+			expected: []map[string]interface{}{{"cluster": "cluster", "url": "url", "values": []interface{}{"bar"}}},
+		},
+	}
+
+	for _, testCase := range testCases {
+		t.Run(testCase.name, func(t *testing.T) {
+			var listGenerator = NewListGenerator()
+			var data = map[string]Generator{
+				"List": listGenerator,
+			}
+
+			applicationSetInfo := argov1alpha1.ApplicationSet{
+				ObjectMeta: metav1.ObjectMeta{
+					Name: "set",
+				},
+				Spec: argov1alpha1.ApplicationSetSpec{
+					GoTemplate: true,
+				},
+			}
+
+			results, err := Transform(argov1alpha1.ApplicationSetGenerator{
+				Selector: testCase.selector,
+				List: &argov1alpha1.ListGenerator{
+					Elements: testCase.elements,
+					Template: emptyTemplate(),
+				}},
+				data,
+				emptyTemplate(),
+				&applicationSetInfo, nil)
+
+			assert.NoError(t, err)
+			assert.ElementsMatch(t, testCase.expected, results[0].Params)
+		})
+	}
+}
+
 func TestTransForm(t *testing.T) {
 	testCases := []struct {
 		name     string