Universal pixel rules control what happens when the pixel is fired. The rule evaluates information passed by the pixel (either the URL, revenue, or other details from the webpage), and takes an action when the information received fits the logic you set up.
Each rule set contains at least one rule type, an operator, and a value. Key/String and Key/Number rule types must also include a key name.
Every rule set must update at least one audience or conversion, and rule sets can update many audiences and conversions at once.
Rule Types
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URL
Sets a rule that compares the URL to a value.
-
Key/String
Sets a rule that looks for a string of characters in a particular variable. To use this rule type, you must set up your webpages to send key-value pairs when the universal pixel fires. See Universal Pixel Script.
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Key/Number
Sets a rule that compares a variable to a number value. To use this rule type, you must set up your webpages to send key-value pairs when the universal pixel fires. See Universal Pixel Script.
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Revenue/Number
Sets a rule that compares the dynamic revenue to a number value.
Operators
URLs and Strings
| Operator |
How it Works |
| Exactly Matches |
Applies every time the URL or value exactly matches all the text you enter. |
| Doesn't Match |
Applies unless the URL or text exactly matches all the text you enter. |
| Contains |
Applies if the value you enter matches part of the URL or string. For an example using this operator to work with lists of values, see Passing Lists of Values with a Universal Pixel. |
| Doesn't Contain |
Applies unless the value you enter matches within the URL or string. |
| Starts With |
Applies if the first characters in the URL or string match the value you enter. |
|
Doesn't Start With |
Applies unless the first characters in the URL or string match the value you enter. |
| Matches Pattern |
Applies if the URL or value exactly matches all the text you enter, using * as a wildcard character. The wildcard character stands in for any character, any set of characters, or no character. For example, if you enter the value
this would match:
and many others. You can use more than one wildcard in a single string:
|
|
Doesn't Match Pattern |
Applies unless the URL or value exactly matches all the text you enter, using * as a wildcard character. |
Numbers
| Equal To |
Applies if the number exactly matches the value you enter. |
| Not Equal To |
Applies unless the number exactly matches the value you enter. |
| Is Greater Than |
Applies if the number is larger than the value you enter. |
| Is Less Than |
Applies if the number is smaller than the value you enter. |
| Is Greater Than or Equal To |
Applies if the number is larger than or the same as the value you enter. |
| Is Less Than or Equal To |
Applies if the number is smaller than or the same as the value you enter. |
Key Names
Pixels can pass many key-value pairs at once, so Key/String and Key/Number rules need to choose the Key Name to look for. The key name you set must match the name of a key-value pair defined on the page when the universal pixel fires. See Universal Pixel Script for more.
Note: Key names are case sensitive.
Values
Values are the characters or numbers that the operators look for or compare another value to.
Note: URL and String matches are case insensitive. If you set the Value to "Shoes" in the rule, this will match any of these:
- shoes
- Shoes
- ShOeS
Note: Values for URL matching rules MUST omit these:
- protocol (http or https)
- “://”
- “www.”
If you want to match pages on https://mycoolsite.com, just use mycoolsite.com as the value.
Your webpage must pass a single string or number for each value. Key-value pairs cannot accept arrays. For an example that shows how to work with a list of values, like SKUs from a user's order, see Passing Lists of Values with a Universal Pixel.
Audiences and Conversions
When a rule set applies, it either updates an audience, triggers conversion attribution, or both.
A rule can add to or remove from more than one audience, or trigger more than one conversion. Select up to 25 audiences and 25 conversions from the dropdown menu.
You can create a new audience or conversion by clicking New Audience or New Conversion from the dropdown menu.
Add To Conversions: A Technical Definiton
“Add to Conversions” doesn’t mean the DSP counts a conversion every time a user visits the page. When the pixel fires, this triggers conversion attribution: the conversion will be counted if there is an impression or click to attribute it to. If there is no record of an impression or click from one of your campaigns (within the lookback window you chose), no conversion will be counted.
Multiple Rule Sets
Each rule set is processed independently. For example, let's say you set up two rule sets:
- one that applies to all URLs that start with centro.net
- one that applies to all URLs that start with centro.net/careers
If you set each rule to add to different audiences, when the user goes to centro.net/careers, they will be added to both audiences.
Examples
Retarget everyone who visits your website, unless they're on the unsubscribe page:
