Create and Manage Rules

A rule is a framework within a pixel that tracks important information about user engagement with your ads, including user events and website visits.


Creating a pixel is a prerequisite to creating a rule. See Pixels Overview.

Each rule has a tracking purpose; the purpose can be to track conversions or retargeting opportunities.

You can associate conversion rules to your line items, specify a value for each conversion (see Conversions) and report on the conversion values using Report Builder (see Report Builder).

You can add audience segments to your pixel rules (see Audience Segments) and target your segments at the line level on the Targeting page.


To target pixel audience segments at the line level, navigate to the Audiences area of the Targeting page. Check out the help section for targeting an Audience.

You can also use your pixel audience segments as building blocks for Composite Audiences and Lookalike Audiences audiences.

Set Up Rules

You set up conversion and retargeting rules on the New Rule page.

To set up a rule:

  1. Navigate to the Pixels page. If you need help, check out Navigate to the Pixels Page.
  2. Select Rule from the Create New drop-down list.

You see the New Rule page.

  1. In the Rule Name field, type a name for your rule.
  2. Associate your rule to a pixel by selecting a pixel from the Associate to Pixel drop-down list.
  3. In the Tracking area, select a tracking purpose from the Tracking Purpose drop-down list. Select Retargeting or Conversion.
  • A retargeting rule allows you to set up DSP to serve additional ad content to users who visit a particular web page. DSP keeps users in retargeting pools for a maximum of 180 days after a pixel has fired on their browser.
  • A conversion rule tracks user events (such as purchasing a product or subscribing to a newsletter).
  1. If your rule is a conversion rule, select a conversion category. For example, select Sign up to track when users create an account or sign up for a newsletter or club.
For details on conversion categories, see Conversion Categories.
  1. If your rule is a conversion rule, enter an estimated value for the conversion in the Value field. For example, type 50 in the Value field if your average “sign up” activity is worth $50.
  2. Select a rule type. Selecting a rule type gives you the option to set up rules based on URLs that an end customer accesses, or actions that an end customer takes (such as making a purchase or signing up for a newsletter). Select Destination URL, Event Types, or App URL.
  • Destination URL rules track or retarget users who visit a particular web page. See Destination URL Rules.
  • Event Types rules track or retarget users who perform actions resulting in events (such as purchasing a product or subscribing to a newsletter). See Event Rules.
  • App URL rules (conversion rules only) track users who download or use a particular mobile app. See App URL Rules.
  1. Optionally add audience segments to your rule. You can add as many audience segments as you want. See Audience Segments.
When you are finished creating rules, you can manage your rules on the Pixels page.

Manage Rules

The Pixels page provides a list view of your pixels and rules for easy sorting and reference. On the Pixels page, you can edit, clone, and delete rules.


See the following sections for details:

Edit a Rule

After you create a rule, you can go back and edit it at any time.

To edit a rule:

  1. On the Pixels page, select the link for the rule that you want to edit.

You see the Edit Rule page.

  1. On the Edit Rule page, make any needed changes to the rule set up. You can make the following updates:
  • Change the rule name.
  • Add or remove segments.
  • Enable or disable cross-device cookies.
  1. Click Save Rule.

Clone a Rule

You can clone a rule, and then set up new logic for the clone.

To clone a rule:

  1. On the Pixels page, locate the rule that you want to clone.
  1. On the far right side of the page, click the Clone button for that rule.
  1. Configure the settings for the cloned rule.

Copy Rule Code to Use on a Website

After you create a pixel and add rules to it, you can copy the code from any of your rules and paste it on to your web pages.


Make sure the rule code is placed on the web page only once. Placing the same pixel twice on the same page may cause over counting.

To copy rule code to use on a website:

  1. Click the Get Code button to the right of the rule.

You see the Get Rule Code overlay.

  1. From the Get Rule Code overlay, do one of the following:
  • To copy the code for the entire pixel, copy all the code in the box in the Pixel Code area.
  • To copy the code for this rule only, copy all the code in the Event Code area.
  1. Paste the pixel code within the <head></head> tags on all relevant web pages from which you want to track events.


If you transfer the pixel code to another program, be sure to use plain text. Some programs alter the text, such as by changing straight quotes to curly quotes. Though barely noticible, such changes can cause the code to fail.

  1. Close the Get Rule Code overlay.