Set profile properties from ads and traffic

Traffic rules give a visitor a profile property based on how they arrived. Someone who clicks your Meta ad about tight skin can start with the property skin_concern set to tight_skin, before they answer a single question. Your segments then pick them up exactly as if they had given that answer in your quiz.

How it works

A traffic rule sets a profile property, not a segment. Use the same property as your quiz: the internal name of the quiz question as the property, and the internal name of an answer as the value. There is then one answer per person, and one segment they belong to.

• A shopper who clicks the tight skin ad gets skin_concern tight_skin and lands in your tight skin segment.
• If they then answer redness in the quiz, the property becomes redness and they move to your redness segment.
• An answer the shopper gives in a quiz or popup always wins. A later ad click never replaces it.
• A newer ad click does replace a value an earlier ad click set.

Create a traffic rule

1. Go to Audience → Traffic rules.
2. Click New rule and give it a name, such as “Tight skin ads”.
3. Under When a visitor arrives from, set up one or more conditions. With more than one, choose whether every condition or any condition has to match.
4. Under Profile properties to set, choose the property and the value. The list starts with your quiz questions and their answers, so you use the same names the quiz writes.
5. Click Create rule. It applies to new visits within a minute.

Recognize a Meta ad

To pick ads, first connect Meta and choose an ad account. In the rule, choose Meta ad and click Pick ads. Search your campaigns, open them to see their ad sets and ads, and tick what the rule is for.

A click on a Meta ad does not say which ad it came from, so the ad has to tell. In Ads Manager, open the ad, find URL parameters under Tracking, and add this after any parameters you already use:

bb_campaign={{campaign.id}}&bb_adset={{adset.id}}&bb_ad={{ad.id}}

Meta fills in the ids on every click. Next to each picked item, the rule shows how many of its ads already send the id it needs. Ads that already send an id in utm_id, utm_campaign, utm_term or utm_content work too, so you do not have to change those. bluebarry only reads your ads and never changes them.

Google Ads, TikTok and other networks

For other networks, use a Source condition, such as paid Google, or a Campaign parameter on your utm tags. To match single campaigns or ads by id, add the same parameters with the network's own placeholders. For Google Ads, put this in the final URL suffix:

bb_campaign={campaignid}&bb_adset={adgroupid}&bb_ad={creative}

Then use a Campaign parameter condition on the campaign, ad set or ad id.

Use it in a segment

Nothing changes in your segments. A segment with the rule Profile property skin_concern equals tight_skin includes both the people who answered tight skin in the quiz and the people who arrived from your tight skin ads. See Build segments.

Good to know

• The property is set just after the visitor lands, so it applies from their next page, search or quiz on, not to the very first page.
• Rules work for new visits from the moment you save them. Visitors who arrived earlier do not get the property afterwards.
• When two rules set the same property for one visit, the higher rule in the list wins. Use the arrows to change the order.
• Only visits bluebarry already records count. A visitor who declines analytics cookies is not matched.
• On a profile, a property set by a traffic rule says so, with the name of the rule. Deleting a rule stops it for new visitors. Visitors who already have the property keep it.