Rule Categories

There are a variety of rules that you can add for campaign targeting and rule-based campaign experiences when you create or edit a campaign.

Profile Objects

Profile Object rules show the campaign based on specific user profile objects.

Rule	Shows the Campaign When
Object Aggregation	The user profile object attribute aggregation meets specific criteria.
Object Match	The user profile object count matches specific criteria.

Source

Source rules show the campaign based on the user’s technology.

Rule	Shows the Campaign When
Application	The user is or isn’t using a specific app.
Browser	The user has a specific browser. If you include multiple browsers, Personalization uses OR logic.
Channel	The user is or isn’t using a specific channel.
Device	The user has a specific type of device, such as a mobile phone or game console. If you include multiple device types, Personalization uses OR logic.
ISP	The user has or doesn’t have a specific internet service provider. If you include multiple ISPs, Personalization uses OR logic.
Operating System	The user has a specific type of operating system. If you include multiple operating systems, Personalization uses OR logic.

Geography

Geography rules show the campaign based on the physical location of the user. For example, when you want the campaign to appear to users in a certain country. If you include multiple locations, Personalization uses OR logic.

Rule	Shows the Campaign When
City	The user is or isn’t in a specific city or town.
Country	The user is or isn’t in a specific country.
Location	The user is within a certain distance of a specific latitude/longitude.
State	The user is or isn’t in a specific US state or region.
ZIP Code	The user is or isn’t in a specific ZIP code.

Weather

Weather rules show the campaign based on the weather for a user’s location.

Rule	Shows the Campaign When
Temperature	The temperature at a user's location is at most, at least, or between a specific number of degrees. Personalization uses the user’s local temperature scale.
Weather Conditions	The weather meets certain conditions. If you include multiple conditions, Personalization uses OR logic. Marketing Cloud Personalization provides various weather condition categories.
	Thunderstorm	Thunderstorm-related weather conditions: Thunderstorm with rain (light, moderate, heavy) Light thunderstorm, Thunderstorm, Heavy thunderstorm Ragged thunderstorm Thunderstorm with drizzle (light, moderate, heavy) Select to target users experiencing active thunderstorm conditions.
	Drizzle	Light rain conditions: Light intensity drizzle, Drizzle, Heavy intensity drizzle Drizzle rain (light, moderate, heavy intensity) Shower rain and drizzle, Heavy shower rain and drizzle Shower drizzle Select to target users experiencing light rain or drizzle.
	Rain	Rain and shower conditions: Light rain, Moderate rain, Heavy intensity rain Very heavy rain, Extreme rain, Freezing rain Shower rain (light, moderate, heavy intensity) Ragged shower rain Select to target users experiencing rainfall conditions.
	Snow	Snow and winter precipitation: Light snow, Snow, Heavy snow Sleet, Shower sleet Rain and snow (light, moderate) Shower snow (light, moderate, heavy) Select to target users experiencing snow or winter precipitation.
	Atmosphere	Atmospheric conditions that reduce visibility or affect air quality: Mist, Fog, Haze Smoke (from fires or industrial sources) Sand/dust storms, Dust whirls Volcanic ash Squalls (sudden violent winds) Tornado Select to target users experiencing visibility-reducing atmospheric conditions.
	Clear	Clear sky with no clouds or precipitation. Select to target users experiencing clear weather conditions.
	Clouds	Cloud cover levels: Few clouds Skattered clouds Broken clouds Overcast clouds Select to target users experiencing cloudy conditions.
	Extreme	Severe weather conditions that may pose safety hazards: Tornado, Tropical storm, Hurricane Cold (dangerously low temperatures) Hot (dangerously high temperatures) Windy (extreme wind conditions) Hail Select to target users experiencing severe or hazardous weather conditions.
	Additional	Wind intensity classifications: Calm, Light breeze, Gentle breeze, Moderate breeze Fresh breeze, Strong breeze High wind/near gale, Gale, Severe gale Storm, Violent storm, Hurricane Select to target users based on wind intensity levels.
	Unknown	Select when weather data can't be determined or classified.

Visit Behavior

Visit Behavior rules show the campaign based on specific actions of a user.

Rule	Shows the Campaign When
Action	A user completes a specific action. If you include multiple actions, Personalization uses OR logic.
Page Count	A user views a specific number of pages during a visit.
Page Type	A user visits pages of a specific type (defined in the site map for your dataset). For example, when a user visits a product detail page.
URL	The user visits a specific URL.
Visit Count	A user visits your website a specific number of times.
Visit Duration	A user visits your website a specific amount of time.

Referrers

Referrer rules show the campaign based on how the user arrives at your website. If you include multiple referrer rules, Personalization uses OR logic.

Rule	Shows the Campaign When
Referrer Domain	An external domain refers the user.
Referrer Medium	An external medium refers the user.
Referrer Search Terms	Specific external search terms refer the user. This feature can be limited by the end user's search engine. Google and Bing, for example, don’t pass organic and paid search terms for referral.
Referrer Source	A specific source, such as a mobile app, refers the user. This rule is available only if you have a mobile app.
Referrer Subdomain	An external subdomain refers the user.
Referrer URL	A specific external URL refers the user.

User Attributes

User Attribute rules show the campaign based on whether the user has specific user attributes.

Firmographic

Firmographic rules show the campaign based on the user’s company or industry.

Note These rules are available only if you have B2B Detect.

Rule	Shows the Campaign When
Company Name	The user's company is one of the specified companies. If you include multiple companies, Personalization uses OR logic.
Industry	The user's industry is one of the specified industries. If you include multiple industries, Personalization uses OR logic.

Audience

Audience rules show the campaign based on specific segments the user does or doesn’t belong to. If you include multiple segments, Personalization uses AND logic.

Template-Controlled Rules

Certain rules are controlled at the template level, and a developer must configure them. Examples include the following:

Rule	Shows
Time on Page (Delay)	A message when a user is on the page for a certain amount of time. For example, a user is reading an article about the importance of drinking more water. After 15 seconds of reading, you want a message to appear about ordering home delivery of bottled water.
Inactivity	A message when a user is inactive on the page for a certain number (or fraction) of seconds or minutes.
Page scroll	A message when a user scrolls a certain percentage of the page. This behavior is an indicator of engagement and a good time to deliver a particular message.
Bounce	Experiences to users who are about to leave your page (“second chance” messages). Typical parameters for this rule are 0.05 seconds of delay and inactive space set as 20 px from the top of the page. These parameters capture the behavior of users who are leaving the page.