Traffic Rules for Triple Pixel

Traffic rules let you change how Triple Pixel treats visits that meet specific conditions. You can exclude a matching visit from attribution or assign it to a channel.

Attribution assigns purchase revenue credit to sources in a customer's journey. Triple Pixel uses signals such as tracking parameters and referring sites to identify those sources.

Use a rule when a signal needs different treatment. For example, a payment platform may appear as a referral, or a partner link may need a custom channel.

The setup instructions come first. Definitions, example configurations, and troubleshooting answers follow where you need them.

Have these details ready:

If you cannot explain why a source needs different treatment, inspect its Customer Journey before creating a rule.

Watch the setup, testing, and priority workflow. You can also complete the process using the written steps below.

You should see: the rule-testing fields and both rule sections.

The Triple Whale Rules section contains predefined rules, also called global traffic rules. These cover situations shared by many shops.

You should know: whether a recommended rule already provides the treatment you need. Create a custom rule only if your shop needs different treatment.

For example, Exclude Payment Platforms excludes matching payment referrals. The Klaviyo rule assigns traffic with its recognized URL parameter to the Klaviyo channel.

We recommend keeping Triple Whale Rules enabled. The section's toggle lets you turn the set on or off.

Recommended rules do not cover every shop-specific referral pattern. If your own domain still appears as a source, see the troubleshooting answers below.

A rule follows this pattern: if a visit meets the conditions, apply the action.

For example: if the referrer contains your blog's hostname, exclude that visit from attribution.

Use this guide to choose each setting:

You should have: one condition that describes the traffic you intend to change.

Skip this part if one condition is enough.

Conditions apply to the visit being evaluated. And does not mean that two separate events must occur somewhere in the customer's journey.

Choose the action that matches your goal:

You should see: a success message confirming that the rule was saved.

Exclude / Ignore affects attribution. It does not block visitors or delete orders.

Use these settings in the steps above if those referrals should not receive separate attribution credit.

The domains below are fictional examples. Replace them with your own values; do not exclude every blog or quiz by default.

Result to test: a referral from either hostname satisfies the rule.

Use a unique tracking value from links you actually distribute. The parameter and channel name below are fictional examples.

Result to test: a page URL containing the parameter matches the rule's channel action.

Creating a rule does not add tracking parameters to your links. The value must already exist in the source the rule checks.

Use Test Traffic Rules to evaluate a real page URL and its referrer. A URL from an order's Customer Journey is a useful starting point.

Test URL is required, including for referrer-based rules. Keep relevant tracking parameters in the URL.

Entering only your store's URL does not test where the visitor came from. A referrer condition needs the referring address in the separate field.

You should see: your intended rule and action for the matching input. The nonmatching input should not trigger that rule, although another rule may apply.

If a different rule matches first, continue to stage 5.

Other test controls:

Clear inputs from a previous test unless they belong to the visit you are evaluating.

A test evaluates only the values you provide. It does not update historical attribution or confirm that a real visitor followed that path.

During traffic rule evaluation, rules run from top to bottom. The first matching rule applies its action, and rule evaluation stops for that visit.

For example, a visit could match both a blog exclusion and a creator parameter. The first matching rule determines which action applies.

If you need to change that order:

You should see: the intended order in the list and the expected rule in Final Result for overlapping test inputs.

Reordering does not change the conditions. Rule order also does not describe every automatic classification step, including Affluencer classification.

For background, see How the Triple Pixel works.

For example, Contains can find tw_demo_partner=paperstudio within a longer URL. Is requires the entire source to match, not only that parameter.

Does not contain and Is Not are different. A longer URL can contain your parameter while still not being an exact match for that parameter alone.

Choose a specific value. blog.stationaryco.com identifies a hostname; blog is a broader text match that may include unrelated traffic.

Use Exclude / Ignore when an intermediate referral should not receive its own credit. Use Assign to Channel to classify a recognizable marketing source.

A landing page can appear as a referrer after an ad click. That referrer alone does not identify the original paid source.

Do not assign it to Meta or Google only because you expect the visit came from an ad.

Excluding the referral does not create a missing ad click or guarantee that credit moves to a particular channel.

Check whether the original marketing click appears in the Customer Journey. Traffic rules cannot supply a click that was not captured.

For how models distribute revenue credit, see Attribution models in Triple Pixel.

You can create as many custom traffic rules as you need. There is no limit on the number of custom rules.

Keep the list organized. During rule evaluation, the first matching rule applies its action, and evaluation stops for that visit.

Test overlapping rules with Test All Rules to check which one applies.

Traffic rules apply to future matching visits after activation. Creating or editing a rule does not automatically reprocess historical attribution.

Disabling a rule affects future visits. It does not automatically undo changes already applied to earlier visits.

Contact Triple Whale Support with affected dates and example orders if you need previously processed traffic reviewed.

Support can review whether historical reattribution is possible. A rule change alone does not guarantee historical recovery or reassignment of past sessions.

Recommended rules cover shared situations, but not every shop-specific referral pattern. Your store, subdomains, or checkout flow may need different treatment.

Do not exclude every internal domain without reviewing its role. A broad exclusion can remove events you intended to retain.

The test inputs must contain the information your traffic rule checks.

Expected result: matching inputs trigger the intended rule; inputs without the required value do not trigger that rule.

A passing test confirms a match for the inputs you entered. It does not confirm that an earlier visit contained those same values.

Older orders can still reflect traffic processed before the rule was active. The tester does not update that history.

Expected result: you can identify the actual traffic event, its timing, and the classification you expected.

If those details do not explain the difference, contact Support. A passing test alone does not establish the cause of a reporting issue.

Triple Whale can automatically classify traffic under Affluencer when a link contains one of these utm_medium values:

Check the full link for these values if your custom channel does not receive the traffic you expect.

Do not assume that moving a custom rule to the top overrides automatic Affluencer classification. Review the tracking setup before changing parameters.

See Set up affiliate and influencer tracking with Affluencer Hub for tracking options and parameter guidance.

If you still need different classification, contact Support with the full link, the rule, and your expected channel.

Excluding an intermediate referral does not guarantee that a paid channel receives credit. The original paid click must also have been captured.

Check the Customer Journey for that click. Assigning the intermediate referral to a paid channel does not establish a missing source.

Contact Support with an example order and the original campaign link if you need help investigating.

Contact Triple Whale Support through the in-app chat. Include the details below so the team can compare the rule, actual visit, and report.

If you need historical attribution reviewed, include the requested date range. Support will review what is possible; a new rule does not automatically update earlier data.