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Include, Exclude, and Neutral URLs


Understanding the differences between Include, Exclude, and neutral URLs is fundamental in preparing a client up for success with their targeting. Our best advice is to understand the below terms, and reason how the balance of include and exclude can help target the most high-intent visitors who are going to deliver the strongest ROAS.

Include URLs:
Inclusion URLs are a list of pages you want to retarget from. When one or more Inclusion URLs are listed, addressable visitors must hit at least one of those pages to trigger the card to be mailed.

Example: using only /blue-giraffe-shirt as an Include URL would trigger a card to anyone visiting that page

 When you add multiple Include URLs, the system operates with an “or” logic.

Example: We can send cards to everyone who visits /blue-giraffe-shirt or /blue-giraffe-socks, but we cannot refine the specific cards to only send to people who visit /blue-giraffe-shirt and /blue-giraffe-socks.

Note: the Include URLs may be closely linked with Creative Development.

Exclude URLs:
Exclude URLs are used to prevent visitors to specific pages from ever receiving a card. This does more than just not triggering a card. When one or more Exclusion URLs are listed, any addressable visitors reaching one of those pages are then excluded from being sent a card for the life of a program, regardless of what they do on any return visits.

This should be used for specific and definitive purposes such as excluding existing customers by making a post-login page (like /my-account) an Exclusion URL.

You must be careful about what you add as Exclusion URLs to avoid permanently excluding good opportunities.

Not Included or Neutral URLs:
Neutral URLs will neither trigger a card nor exclude a visitor from the program, but they will count in the Minimum Page Views. We do not list these out. Any URL not listed as an Include or an Exclude is automatically Neutral.