Conversion Rules - DATALYR Documentation

Conversion Rules control how DATALYR sends events to ad platforms (Meta, Google, TikTok). They map your events to platform-specific events, set conversion values, and configure when conversions are sent.

What Are Conversion Rules

Conversion Rules are mappings that tell DATALYR:

Which events to send (trigger event name)
Which platform to send to (Meta, Google, TikTok)
What event name to use on the platform
What value to send with the conversion
What data to include (customer info, products, etc.)

How Conversion Rules Work

Without Conversion Rule:

User completes purchase
DATALYR tracks: purchase event
No conversion sent to ad platforms

With Conversion Rule:

User completes purchase
DATALYR tracks: purchase event

Conversion Rule matches:
- Trigger: purchase
- Platform: Meta Ads
- Event: Purchase
- Value: Order total ($99.99)

DATALYR sends to Meta CAPI:
- Event: Purchase
- Value: $99.99
- Customer data (hashed)
- Attribution: fbclid

Result: Meta receives conversion and attributes to campaign.

Creating Conversion Rules

1. Navigate to Conversion Rules

Go to Dashboard → Settings
Click “Conversion Rules” tab
Click “Add Rule” button

2. Configure Basic Settings

Rule Name:

Descriptive name for your reference
Example: "Purchase to Meta"

Trigger Event:

Your event name that triggers the rule
Examples:
- purchase
- signup
- lead_form_submitted
- trial_started

Target Platform:

Select ad platform:
- Meta Ads (Facebook/Instagram)
- Google Ads
- TikTok Ads

Platform Event Name:

Event name on the ad platform
Meta examples: Purchase, Lead, CompleteRegistration
Google examples: Purchase, Submit lead form, Sign up
TikTok examples: CompletePayment, SubmitForm, CompleteRegistration

3. Set Conversion Value

Dynamic Value (Recommended for purchases):

Value Path: order.total_price
Result: Uses actual order value from event data

Example event:
{
  "event_name": "purchase",
  "order": {
    "total_price": 149.99
  }
}

Sends value: $149.99 to ad platform

Static Value (For leads, signups):

Static Value: 50
Result: Always sends $50 for this conversion

Example use cases:
- Lead value: $50
- Signup value: $100 (LTV estimate)
- Trial start: $29 (monthly plan value)

No Value:

Leave empty for events without monetary value
Example: Page views, video plays, downloads

4. Configure Platform Settings

Meta Ads Settings:

Pixel ID: 123456789012345
Action Source: website (or app)
Test Mode: Off (enable for testing)

Google Ads Settings:

Customer ID: 123-456-7890
Conversion Action ID: 123456789
Test Mode: Off

TikTok Ads Settings:

Pixel Code: ABC123XYZ
Event Source: web (or app)
Test Mode: Off

5. Save and Activate

Click “Save” to create the rule. The rule is active immediately and will process new events going forward.

Event Mapping Examples

E-commerce Store

Purchase Event:

Trigger Event: purchase
Platform: Meta Ads
Platform Event: Purchase
Value: Dynamic (order.total_price)

Add to Cart:

Trigger Event: add_to_cart
Platform: Meta Ads
Platform Event: AddToCart
Value: Dynamic (cart.value)

Begin Checkout:

Trigger Event: begin_checkout
Platform: Meta Ads
Platform Event: InitiateCheckout
Value: Dynamic (cart.total)

SaaS Product

Signup:

Trigger Event: signup
Platform: Google Ads
Platform Event: Sign up
Value: Static ($100 - estimated LTV)

Trial Started:

Trigger Event: trial_started
Platform: Meta Ads
Platform Event: StartTrial
Value: Static ($29 - monthly plan value)

Subscription:

Trigger Event: subscription_created
Platform: Meta Ads
Platform Event: Subscribe
Value: Dynamic (subscription.amount)

Lead Generation

Lead Form:

Trigger Event: lead_form_submitted
Platform: Meta Ads
Platform Event: Lead
Value: Static ($50 - lead value)

Contact Form:

Trigger Event: contact_submitted
Platform: Google Ads
Platform Event: Submit lead form
Value: Static ($25 - contact value)

Demo Request:

Trigger Event: demo_requested
Platform: Meta Ads
Platform Event: Schedule
Value: Static ($200 - demo value)

Multiple Rules for One Event

You can create multiple rules for the same trigger event to send to multiple platforms: Example: Send purchase to all platforms Rule 1:

Trigger: purchase
Platform: Meta Ads
Event: Purchase
Value: order.total_price

Rule 2:

Trigger: purchase
Platform: Google Ads
Event: Purchase
Value: order.total_price

Rule 3:

Trigger: purchase
Platform: TikTok Ads
Event: CompletePayment
Value: order.total_price

Result: Every purchase is sent to all three platforms automatically.

Value Paths

Value paths use dot notation to access nested data in your events: Simple Property:

Event: {amount: 99.99}
Value Path: amount
Result: $99.99

Nested Property:

Event: {
  order: {
    total: 149.99
  }
}
Value Path: order.total
Result: $149.99

Array Access:

Event: {
  items: [{price: 29.99}, {price: 49.99}]
}
Value Path: items.0.price
Result: $29.99 (first item)

Deep Nesting:

Event: {
  transaction: {
    payment: {
      amount: 199.99
    }
  }
}
Value Path: transaction.payment.amount
Result: $199.99

Standard Event Names

Meta Ads (Facebook/Instagram)

Platform Event	Use Case
Purchase	E-commerce purchase
AddToCart	Add item to cart
InitiateCheckout	Start checkout
Lead	Lead form submission
CompleteRegistration	User signup
Subscribe	Subscription start
StartTrial	Trial start
ViewContent	Product page view
Search	Site search
AddPaymentInfo	Payment details entered

Google Ads

Platform Event	Use Case
Purchase	Purchase completed
Submit lead form	Lead submission
Sign up	User registration
Add to cart	Add to cart
Begin checkout	Start checkout
Page view	Page view tracking

TikTok Ads

Platform Event	Use Case
CompletePayment	Purchase completed
AddToCart	Add to cart
InitiateCheckout	Start checkout
SubmitForm	Form submission
CompleteRegistration	User signup
ViewContent	Content view
Search	Site search

Advanced Features

Deduplication

DATALYR automatically prevents duplicate conversions: Event ID Matching:

Same event won't be sent twice to the same platform
Uses event.id as unique identifier
Platform deduplicates on their end

7-Day Window:

If rule is triggered again for same event within 7 days
DATALYR skips sending duplicate
Prevents double-counting conversions

Test Mode

Enable test mode to send test conversions: Meta Test Events:

Appear in Meta Events Manager → Test Events tab
Won't affect campaign performance
Used for integration testing

Google Test Conversions:

Appear in Google Ads with "test" label
Don't count toward campaign metrics
Used for verification

When to Use:

Setting up new conversion rules
Testing event mapping
Verifying data format
Troubleshooting issues

Attribution Requirements

Conversions require attribution data to be sent: Required Data:

Meta: fbclid, _fbp, or _fbc cookie
Google: gclid, gbraid, or wbraid
TikTok: ttclid or _ttp cookie

Without Attribution:

Event: purchase (no fbclid)
Conversion Rule: Active
Result: Conversion NOT sent (no attribution data)

With Attribution:

Event: purchase (fbclid present)
Conversion Rule: Active
Result: Conversion sent to Meta with fbclid

Rule Priority and Ordering

If multiple rules match the same event:

All matching rules are executed
Rules run in parallel
Order doesn’t matter
Each platform receives one conversion per rule

Monitoring Conversions

Event Stream

View sent conversions in Event Stream:

Go to Dashboard → Event Stream
Find your conversion event
Check “Postbacks” column
See which platforms received conversion
View success/failure status

Platform Verification

Meta:

Go to Events Manager → Data Sources → Your Pixel
Check “Event Activity” for recent conversions
Look for CAPI badge on events

Google:

Go to Google Ads → Tools → Conversions
Check recent conversion activity
Verify “Upload” source appears

TikTok:

Go to TikTok Ads Manager → Events
Check “Event History” for recent events
Look for “API” source label

Troubleshooting

Rule Not Firing

Check:

Rule is active (toggle is on)
Trigger event name matches exactly
Event has required attribution data
Platform integration is connected
Check Event Stream for errors

Common Issues:

Event name typo (case-sensitive)
Missing fbclid/gclid/ttclid
Disconnected platform integration
Test mode enabled when shouldn’t be

Wrong Value Sent

Verify:

Value path is correct (check event structure)
Property exists in event data
Value is a number (not string)
Currency matches expectation

Debug:

View event in Event Stream
Check event_data JSON
Verify value path points to correct field

Conversion Not Appearing in Platform

Wait Time:

Meta: 5-15 minutes
Google: 3-4 hours
TikTok: 10-30 minutes

Check:

Attribution data was present
Event sent successfully (check Event Stream)
Platform integration is active
Conversion within attribution window

Best Practices

1. Start with Key Conversions

Priority 1: Purchase
Priority 2: Lead/Signup
Priority 3: Add to cart, checkout
Priority 4: Micro-conversions

2. Use Dynamic Values for Purchases

Always use actual order value
Don't use static values for e-commerce
Enables accurate ROAS tracking

3. Set Realistic Static Values

Leads: Use estimated value or CPA target
Signups: Use LTV or monthly plan value
Trials: Use subscription amount

4. Send to All Platforms

Create rules for Meta, Google, and TikTok
Each platform optimizes differently
More data = better performance

5. Test Before Going Live

Enable test mode first
Verify conversions appear
Check values are correct
Disable test mode for production

Next Steps

Meta Ads

Configure Meta Ads integration

Google Ads

Set up Google Ads conversion tracking

TikTok Ads

Connect TikTok Events API

Event Stream

Monitor conversion delivery

Need Help?

Questions about conversion rules? Check our troubleshooting guide or contact support.

Introduction

Getting Started

Installation

Container & Tag Management

Understanding Your Data

Integrations

Features

Account & Billing

SDKs & Developer Tools

Troubleshooting

Documentation Index

​What Are Conversion Rules

​How Conversion Rules Work

​Creating Conversion Rules

​1. Navigate to Conversion Rules

​2. Configure Basic Settings

​3. Set Conversion Value

​4. Configure Platform Settings

​5. Save and Activate

​Event Mapping Examples

​E-commerce Store

​SaaS Product

​Lead Generation

​Multiple Rules for One Event

​Value Paths

​Standard Event Names

​Meta Ads (Facebook/Instagram)

​Google Ads

​TikTok Ads

​Advanced Features

​Deduplication

​Test Mode

​Attribution Requirements

​Rule Priority and Ordering

​Monitoring Conversions

​Event Stream

​Platform Verification

​Troubleshooting

​Rule Not Firing

​Wrong Value Sent

​Conversion Not Appearing in Platform

​Best Practices

​Next Steps

Meta Ads

Google Ads

TikTok Ads

Event Stream

​Need Help?

What Are Conversion Rules

How Conversion Rules Work

Creating Conversion Rules

1. Navigate to Conversion Rules

2. Configure Basic Settings

3. Set Conversion Value

4. Configure Platform Settings

5. Save and Activate

Event Mapping Examples

E-commerce Store

SaaS Product

Lead Generation

Multiple Rules for One Event

Value Paths

Standard Event Names

Meta Ads (Facebook/Instagram)

Google Ads

TikTok Ads

Advanced Features

Deduplication

Test Mode

Attribution Requirements

Rule Priority and Ordering

Monitoring Conversions

Event Stream

Platform Verification

Troubleshooting

Rule Not Firing

Wrong Value Sent

Conversion Not Appearing in Platform

Best Practices

Next Steps

Need Help?