This guide will show you how to customize how events are sent to your ad platforms using conversion rules.
Conversion Rules are a great way to customize where you send events to and what is and is not sent based on pre-set conditions. Although there are plenty of other creative ways you can use this, in this guide we will cover some of the most common ways of using this feature and provide some specific examples to help get you started.
Table of Contents:
- How to find your conversion rule settings
- Common Use-Cases
- Block recurring sales
- Block free trials or send them to a unique event
- Sending conversions to a unique pixel/event based on which store or integration they came from
- Splitting up add to cart events based on which store they came from (Facebook and Shopify only)
- Optimizing around qualified leads – deferred rules
- Sending events attributed to organic sources (Facebook only)
- Blocking unqualified calls
- Sending events or a group of conversions to a unique event
How to Find your Conversion Rule Settings
To find any of the conversion rules settings, click on the dropdown and follow the steps for the specific ad platform you want to use custom rules with:
To add any conversion rules, select the “conversion rules” button at the bottom of the “conversions” tab in the Facebook integration settings:
Then you will have a selection of tabs based on what type of conversion rule you would like to create. If you want to adjust how sales are sent to Facebook, you will need to add a “sale rule”, for adjusting call events, you will need to add a “call rule” and so on:
To add any conversion rules, go to your Google integration settings and select “configure” on the account you would like to set up conversion rules for:
Then you will have a selection of tabs based on what type of conversion rule you would like to create. If you want to adjust how sales are sent to Google, you will need to add a “sale rule”, for adjusting call events, you will need to add a “call rule” and so on:
Rules can be prioritized, and if no events meet the criteria of any custom rule, the event will be sent to Google using the default settings set in your Google integration.
You can create a new conversion rule inside your Tik Tok integration settings. Just select the specific tik tok integration you would like to adjust the rules for, click configure and then go to sales or call rules:
Most Common Use-case Examples
Block recurring sales from being sent
This is useful if you want to optimize around initial sales only in your ad platform:
Block free trial events or send them to a unique event
Depending on your specific case, you may be tracking free trials as either a “sale” inside of Hyros, or a “call” type product. The flow is the same in both cases, but please make sure you select the correct rule type (either a “sale rule” or a “call rule”) depending on how these events are being tracked inside of Hyros.
You may want to block free trial events entirely from being sent if you want to avoid optimizing around these events entirely inside Facebook.
Assuming the “$sale” tag associated with the free trial is “$free_trial”, it would look just like this:
Alternatively, if you decide you want to optimize around free trial events only in certain circumstances, but do not want to mix these events with your other sale/call events, then you may want to send free trial events to a new unique custom event.
Just instead select “send conversions with specific parameters” and select the appropriate business, pixel and custom event name you would like to send these events to:
Sending conversions to a unique pixel/event for each store or integration
This is most common for ecommerce businesses who have multiple stores, and a pixel for each store. However it can be applied to any business where sales are being sent to Hyros via multiple checkout or payment processor integrations.
First, go to each store integration and find the integration tag for each store, see the following example:
Copy the tag in order to create the rule as shown here:
Take in mind that if you only have 2 stores and 2 pixels, you do NOT need to create 2 rules. This is because sales from the second store should already be sent according to the default rules set in the “conversions” tab during the main setup.
Splitting up Add to Cart events based on which Store they came from
Please note this is only available for Facebook with Shopify at this moment in time.
This is similar to the above rule. To split up cart events depending on the store they came from, follow these steps:
Take in mind that if you only have 2 stores and 2 pixels, you do NOT need to create 2 rules. This is because sales from the second/last store should already be sent according to the default rules set in the “conversions” tab during the main setup.
Optimizing around qualified leads only – deferred rules
Use this guide to send a specific group of leads to your ad platform for optimization, such as “qualified” leads. This way you will be optimizing around better quality leads.
To do this we will create a special “deferred” conversion rule based on the tags of the lead. Therefore the first step is to ensure the tags are being correctly applied to the lead based on what type of lead you wish to send back.
The most common example would be sending “qualified” leads. Although there are a couple of ways of adding the tags to leads, the easiest way is by using a URL rule. In order for this to work, you MUST have a unique page that you send qualified leads to only and no one else.
Then you can use the screenshot below to create a rule that will add the “!qualified” tag to a lead when they land on that specific URL where you consider a lead to be qualified. Just copy and paste that URL in the words to match:
Then, inside the conversion rule tab, go to “Lead rules” and add a new lead rule, you will need the following settings:
- IF any of these tags are applied to lead = !Qualified
- THEN Send conversion with specific parameters (then enter the requested details for where you want to send the event and the name you want to attach to the event)
Because this is a deferred rule, providing no other standard rules (aka “real-time” rules) apply to the event when the lead is tracked, Hyros will NOT send the Lead event until the “!qualified” tag is applied to the lead. The moment this happens we will send the event to Facebook.
Until that happens, the status for the event will be set to “pending”, and if the “!qualified” tag is not applied to the lead within 30 days, then we will not send the event at all.
If the lead has the same tag immediately upon us tracking the lead event, then we will send the lead to Facebook straight away.
Please also take in mind some ad platforms can be less likely to use events that are delayed by a large period of time. A “deferred” rule such as this will delay the time it takes for most lead events to be sent, which means the ad platform could decide to drop the events when they have arrived, which we can not take responsibility for.
Sending events attributed to organic sources
This conversion rule is unique to Facebook. It will allow you to send events to Facebook if they are attributed to different organic sources inside Hyros should you wish.
By default we will only send events to Facebook if they are attributed to a Facebook ad unless you use this rule.
You may want to do this to allow Facebook to use this data for optimization at product level for example, regardless of ad attribution.
We can not guarantee this is how Facebook will use this data, and please take in mind by using this, you assume any responsibility for any effect to optimization caused by these events, positive or negative.
If you wish to continue, please ensure you are not ignoring organic sources in your true tracking settings, as shown here:
If this toggle is left on, then the rule in this section will not work. This is because the organic source you select to trigger the rule will be “ignored”.
Please take in mind that including organic sources may mean organic sources take attribution from your ad sources, which can effect which events are sent to your ad platforms.
You can then set the rule just like this. Just select the specific organic source you want to use and then any event attributed to that source will be sent to Facebook according to the parameters you set here:
Block unqualified calls from being sent
First, please ensure you are tracking unqualified calls correctly following the steps in THIS GUIDE.
Then simply generate a rule following the screenshot below:
Sending a conversion or a group of conversions to a unique event
You can do this if you want to optimize around a single product or a specific group of products only for a certain campaign.
This may be a campaign with a goal of selling the product or products in question.
As you can see you also have the option of just selecting a specific tag, or selecting a tag starting with a certain prefix.
The prefix option is useful if you have lots of products in your account which share a similar name. For example let’s say we have the following products within our account:
I could select the prefix of “$product” which will then apply all of the above products to this rule.