Build Redirect Rule Conditions

Every redirect rule starts with one or more conditions. A condition checks something about the incoming traffic, such as its landing page URL, country, or device type, and decides whether the rule applies. Read more about how to Create a Redirect Rule.

Condition attributes

The table below lists the condition attributes you can use in a rule.

Condition attribute reference

Condition Attribute	Description
Landing Page	The original destination URL.
IP Address	The IP address registered to a device.
Shared ID	A partner-controlled query string parameter that is used in reporting.
Country	The country from where traffic is sourced.
State	The state from where traffic is sourced.
Ad Status	The associated ad's state of use.
SubID1	A partner-controlled query string parameter that is used in reporting.
SubID2	A partner-controlled query string parameter that is used in reporting.
SubID3	A partner-controlled query string parameter that is used in reporting.
MP ID	impact.com's unique identifier for a partner
Device Type	What type of device the customer was using when the redirect rule was prompted to activate.
Ref URL	URL of the website that is referring traffic to the original destination URL.
Product SKU	An identifier for the subject of the ad, which is usually designated in a product catalog.
Ad ID	impact.com's unique identifier for an ad.
Probability	The redirect rule will randomly grab a percentage of traffic to be rerouted. This is primarily used for A/B testing.
Mobile Fallback	If an ad has mobile fallback configured, the associated routing rule can request to reroute traffic to their respective app store to download an app. Mobile fallback redirect rules are usually set up during Onboarding. Check your tech specs to see if you should have a mobile fallback redirect rule.
App Name	The name of the app the customer was using when the redirect rule was prompted to activate.
Browser Name	The name of the browser the customer was using when the redirect rule is prompted to activate.
Operating System Name	The name of the operating system the customer was using when the redirect rule is prompted to activate.
In-App WebView	Whether the customer was using an in-app webview when the redirect rule is prompted to activate.

Condition operators

One of the most useful condition attributes is Landing Page, since it lets you build conditions, and redirects, based on the incoming URL. The operators listed below are for the Landing Page attribute. The operators available depend on which attribute you pick: most attributes offer a smaller set. For example, Mobile Fallback only offers is and is not.

Condition operators reference

Operator	Description
contains	The attribute's value includes the specified text.
starts with	The attribute's value begins with the specified text.
ends with	The attribute's value ends with the specified text.
matches	The attribute's value matches a pattern, which can include placeholders ({NAME}) to capture parts of the value and a wildcard (*) to match any remaining characters.
in	The attribute's value is one of a specified list of values.
doesn't contain	The attribute's value does not include the specified text.
doesn't start with	The attribute's value does not begin with the specified text.
doesn't end with	The attribute's value does not end with the specified text.
is not	The attribute's value does not exactly equal the specified value.
not in	The attribute's value is not any of a specified list of values.
Regex	The attribute's value matches a custom regular expression.

Combine conditions

You can combine multiple conditions using AND:

• Use AND when more than one thing needs to be true at the same time, for example, traffic from a specific country and on a specific device type.
• Select Add another to add a separate, independent condition that meets either the first condition or the new one. It doesn't need to meet both. This means that Add another is like an OR condition.

The next two sections show how to create a redirect rule using the Contains and Matches operators.

Use the contains operator

The simplest way to branch traffic by URL is with two separate rules using contains. Say you want anyone landing on a UK page to get one query parameter, and anyone landing on a US page to get another.

Rule 1, UK traffic:

1. Condition: Landing Page contains /uk.
2. Action: Redirect to the same URL, with ?a=123 added to the end.

Rule 2, US traffic:

1. Condition: Landing Page contains /us.
2. Action: Redirect to the same URL, with ?a=456 added to the end.

Each rule checks the incoming URL for one piece of text (either /uk or /us). If it finds the text, the redirect rule sends the visitor onward with an extra parameter added on.

This works well for simple either/or splits, but this technique can't reuse parts of the original URL. For that, you need to use matches.

Use the matches operator

The matches operator lets you write a pattern for the whole URL, and mark one part of it with a placeholder, written as {PLACEHOLDER}, so you can reuse that exact piece later in the redirect.

Use matches with a placeholder

Say you sell shoes, and every UK product page looks like https://www.example.com/uk/<product-name>. You want to redirect each one to the same page on a partner site, keeping the product name.

1. Set the condition to Landing Page matches https://www.example.com/uk/{PRODUCT}, which matches any URL that starts with https://www.example.com/uk/ and calls whatever comes right after that PRODUCT.
2. Test it by entering https://www.example.com/uk/sneakers as a test landing page. You'll receive the result: a successful match, with {PRODUCT} set to sneakers.
3. Set the action to redirect to https://www.example.com/uk/{PRODUCT}?a=123, which becomes https://www.example.com/uk/sneakers?a=123 once {PRODUCT} is captured as sneakers.

So the placeholder acts like a variable: whatever text it captures from the incoming URL gets dropped into the same spot in the outgoing URL.

Use matches with a wildcard

Using the exact same rule as above, try testing a slightly different URL:

1. Test it by entering https://www.example.com/uk/sneakers/mens as a test landing page. You'll receive the result: no match found.

This is because the matches operator checks the pattern against the entire URL, not just the start of it. The pattern https://www.example.com/uk/{PRODUCT} only accounts for one segment after /uk/, and has nothing to account for the extra /mens, so the match fails.

To allow anything after the placeholder, add a wildcard (*) to the end of the pattern:

• New pattern: https://www.example.com/uk/{PRODUCT}*
• This now matches both https://www.example.com/uk/sneakers and https://www.example.com/uk/sneakers/mens. {PRODUCT} still only captures sneakers (up to the next /), and * simply absorbs whatever comes after it.

If your pattern doesn't end in *, the incoming URL must end at exactly the same point the pattern does, or it won't match.

Use matches with multiple placeholders

You can use multiple placeholders in the same pattern. Say your product pages actually include both a category and a SKU, like https://www.example.com/uk/shop/product/sneakers/SKU123-blue-running-shoe, and the page sometimes has extra content after that (like /reviews).

1. Set the condition to Landing Page matches https://www.example.com/uk/shop/product/{CATEGORY}/{SKU}*, where:

   • {CATEGORY} captures the segment right after /product/.
   • {SKU} captures the next segment after that.
   • the trailing * allows anything else that follows (like /reviews), using the lesson from the previous section.
2. Test it by entering https://www.example.com/uk/shop/product/sneakers/SKU123-blue-running-shoe/reviews. You should receive the result: a successful match, with {CATEGORY} set to sneakers and {SKU} set to SKU123-blue-running-shoe.
3. Set the action to redirect to https://www.example.com/redirect/{CATEGORY}/{SKU}, which becomes https://www.example.com/redirect/sneakers/SKU123-blue-running-shoe once both captured values are reused. The /reviews part is dropped because the redirect URL doesn't reference it.

Wildcards and placeholders reference

The table below lists the syntax you can use when writing a matches rule.

Syntax	What it does
{NAME}	A placeholder that captures one URL segment (up to the next / or the end of the URL) so it can be reused in the redirect action.
*	Matches any remaining characters after a placeholder. Use it when the URL might have extra content after your pattern.
No * at the end	The pattern must match the URL exactly to its end. Nothing extra is allowed.