Set Up Rules to Identify Channel Traffic
Rules to Identify in your Optimize Channel determine how traffic is attributed to that channel. Each rule uses at least one element from either the Referring URL or the Landing Page URL captured for a referral to identify the traffic source.
Rules to Identify are configured when you create an Optimize Channel and can be updated at any time by editing the channel.
Rules to identify components
This feature is only available with the Optimize add-on. Click here to get the add-on!
When creating a Rule To Identify, there will be between 3 and 4 fields you must fill in. Refer to the tabs below to learn more about each field.
"Where" the rule will look to find the Rule Value(s). This is selected from the 1st drop-down menu when creating a Rule To Identify.
See the 1st table in the Update Rules To Identify section to view all available Rule Target options.
Example: Landing Page URL
"How" the Rule will attempt to identify traffic. This is selected from the 2nd drop-down menu when creating a Rule to Identify.
See the 2nd table in the Update Rules To Identify section to view all available Rule Logic options.
Example: Exactly Matches
What parameter key the Rule Logic will use to attempt to identify traffic. This is entered between the Rule Target and the Rule Logic.
This is needed only when the Rule Target is Landing Page Parameter or Referring Parameter.
Example: utm_medium
What value the Rule Logic will use to attempt to identify traffic. While this value can vary between Rules To Identify, this can be best thought of as "What" the rule will look for to identify traffic.
This is not needed if the Rule Logic is Is Present or Is Not Present.
Example: ppc
Set up a Rule To Identify
The Rules To Identify (RTI) works in an AND/OR system:
Selecting 
[Add] AND will add conditions to a rule, whereas selecting [Add] OR will add a "separate" rule. When OR is selected, any of the conditions linked by an OR will identify the channel's referral. When AND is selected, all of the conditions linked by an AND are required to identify the channel's referral.
When creating or updating a Rule To Identify, impact.com recommends keeping the logic as simple and readable as possible. This will make ongoing support of your rules more effective and efficient.
Below are the Rule Target descriptions that can be used in a Rule To Identify. Be sure to select Save after making changes. Refer to the Optimize Setup Scenarios article for examples of Rules To Identify.
Note: You cannot configure the Rules To Identify for Direct (where there is no referrer) and Organic Referral (where there is a referrer) channels, also known as the Default Channels. These channels are specifically for cases where traffic does not meet the qualifications for any Rules To Identify to be applied.
Rule Targets
Rule Target
Description
Example
Landing Page URL
The entire URL on which referred traffic lands.
https://www.landingpage.com?key=valueparameter&key=parametervalue
Landing Page Domain
The part of the URL that follows the protocol and precedes the subdirectory/path (if a path is present) or the query string (if a path is not present).
www.landingpage.com
Landing Page Query String
All parameter key-value pairs that follow the question mark (?), which marks the beginning of the query string.
key=value¶meterkey=parametervalue
Landing Page Parameter
A specific key-value pair present in the query string.
parameterkey=parametervalue
Referring URL
The entire URL that traffic comes from.
https://www.referringpage.com?key=value¶meterkey=parametervalue
Referring Domain
The part of the URL that follows the protocol and precedes the subdirectory/path (if a path is present) or the query string (if a path is not present).
www.referringpage.com
Referring Query String
Everything after the URLs path (if present) or after the top-level domain (if no path exists).
key=value¶meterkey=parametervalue
Referring Parameter
A specific key-value pair present in the query string.
parameterkey=parametervalue
Rule Logic options
You can also select how a Rule Target (found in the table above) is applied to the Rule Value 2 (what you enter in the final field of a Rule To Identify) by selecting the Rule Logic. See the table below for more information on Rule Logic options.
Options
Rule Logic Option
Description
Example
Exactly Matches
The exact Rule Value 2 configured must be found in the Rule Target, with no additional characters before or after.
Rule:
Landing Page Parameter utm_medium Exactly Matches search
Example included URL:
https://www.impact.com?utm_medium=search
Contains
The Rule Value 2 must be found in the Rule Target.
Rule:
Landing Page Parameter utm_medium Contains search
Example included URL:
https://www.impact.com?utm_medium=somesearchentry
Starts With
The Rule Value 2 configured must be found at the beginning of the Rule Target.
Rule:
Landing Page Parameter utm_medium Starts With search
Example included URL:
https://www.impact.com?utm_medium=searchentry
Ends With
The Rule Value 2 configured must be found at the end of the Rule Target.
Rule:
Landing Page Parameter utm_medium Ends With search
Example included URL:
https://www.impact.com?utm_medium=someentry
Matches Regex
The Rule Target's value must be a regex match to the Rule Value 2. Learn more about regular expressions and test a regular expression.
Reach out to your CSM (or create a support ticket) for help with this Rule Logic option.
Does Not Exactly Match
The exact Rule Value 2 configured must NOT be found in the Rule Target.
Rule:
Landing Page Parameter utm_medium Does Not Exactly Match search
Example excluded URL:
https://www.impact.com?utm_medium=search
Does Not Contain
The Rule Value 2 configured must NOT be found in the Rule Target.
Rule:
Landing Page Parameter utm_medium Does Not Contain search
Example excluded URL:
https://www.impact.com?utm_medium=search
Does Not Match Regex
The Rule Target's value must not be a regex match to the Rule Value 2. Learn more about regular expressions. Test a regular expression.
Reach out to your CSM (or create a support ticket) for help with this Rule Logic option.
Matches Any
The Rule Value 2 is a comma-separated series of Exactly Matches values (see the Exactly Matches row). Do not use spaces between each entries.
Rule:
Landing Page Parameter utm_medium Matches Any search,ppc
Example included URLs:
https://impact.com?utm_medium=search
https://impact.com?utm_medium=ppc
Contains Any
The Rule Value 2 is a comma-separated series of Contains values (see the Contains row). Do not use spaces between entries.
Rule:
Landing Page Parameter utm_medium Contains Any search,ppc
Example included URLs:
https://www.impact.com?utm_medium=somesearchentry
https://www.impact.com?utm_medium=someppcentry
Is Present
The provided Landing Page Parameter value must be included in the URL. Only available when Rule Target=Landing Page Parameter.
Rule:
Landing Page Parameter utm_medium Is Present
Example included URL:
https://www.impact.com?utm_medium_ppc
Is Not Present
The provided Landing Page Parameter value must NOT be included in the URL. Only available when Rule Target=Landing Page Parameter.
Rule:
Landing Page Parameter utm_medium Is Not Present
Example excluded URL:
https://www.impact.com?utm_medium_ppc
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