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Understanding Display Rules

Control where and how your Experience is shown

Display Rules determine the conditions under which an Experience will appear on your website. They sit within the Rules step of the Experience Builder, and at least one Display Rule is required for your Experience to go live.

These rules are checked every time a page loads (or an SPA route changes), and are grouped into five categories: Page, Interaction, Cookie, Data Layer, and Advanced. Each category contains different targeting options, outlined below.

If Audience Rules are also in use, customers must first qualify through those before the Display Rules will take effect — even if they’re on a page that matches the Display Rules.

Don't forget, rules can be layered using the AND/OR functionality

Operator Definitions

When setting up Display Rules, you'll choose an operator that tells the system how to evaluate the rule against the actual data (e.g. a URL, query string, or data layer value). Here's what each operator does:

  • Contains
    The value you provide must appear somewhere within the item being checked (e.g. if Page Path contains /checkout, it will match /checkout/payment, /checkout/shipping, etc.)

  • Does not contain
    The opposite — the value must not appear anywhere within the item being checked.

  • Is equal to
    The Experience will only show if the value exactly matches what you've provided (e.g. Page URL is equal to https://www.example.com/product/shoes).

  • Is not equal to
    The Experience will not show on the value you provide. You can use this to exclude specific pages.

  • Is in
    Use this when you want to include a set of specific values. For example, show an Experience if the product category is in ['shoes', 'trainers', 'boots'].

  • Is not in
    Use this to exclude a set of specific values. For example, do not show the Experience if the user type is in ['guest', 'anonymous'].

Page Rules

These target specific parts of the page URL. Use them to control where on your site the Experience appears.

Page URL

Targets an exact match of the full URL.

Use with caution. If anything about the URL changes (e.g. a query string is added), the Experience won’t appear. In most cases, Page Path or Query Parameter will give you more flexibility.

Page Path

Targets based on the pathname (e.g. /product/shoes). Useful for showing an Experience across multiple pages that share the same structure.

Avoid using special characters like # or ? that may be at the end of a path name.

  • Operators include:

    • contains / does not contain

    • is equal to / is not equal to

You can target segments of a path using contains.

Page Hash

Targets the hash portion of the URL (e.g. #section1). This is useful for single-page apps or anchor-linked content.

Page Hostname

Targets the domain itself (e.g. www.example.com). If the Uniqodo tag is placed on all pages across a domain, using the hostname will ensure the Experience appears site-wide.

Query Parameter

Targets specific query strings, e.g. ?utm_source=campaign123. This allows for granular targeting of traffic sources or campaigns.

  • You can define both the key (e.g. utm_source) and value (e.g. campaign123)

  • Useful for segmenting users based on referral paths, ads, or return visits

Interaction Rules

These are based on user behaviour or device context. 

Exit Intent

Triggers when a user moves their mouse toward the top of the page — often indicating they’re about to close or navigate away.

  • Boundary is approx. 30px from the top of the browser window

  • You can also enable ‘with mobile inactivity’ mode — this detects idle mobile behaviour 

How we detect mobile/tablet devices:

  • We check for common mobile user agents: Android, iPhone, iPod, BlackBerry, Windows Phone

  • If user agent matches and screen width is:

    • < 481px → mobile

    • ≥ 481px → tablet

  • If not matched, we use regex detection (e.g. ipad|tablet|kindle) to infer device type

If a tablet or phone has a mouse/trackpad connected, exit intent may not behave as expected — this depends on the device/browser itself.

Device Type

Targets desktop, mobile, or tablet explicitly.

User Inactivity

Trigger the Experience after a period of inactivity — no clicks, scrolls, or typing.

Time on Page

Show the Experience after a specific time spent on the page. You can set this in seconds, minutes, hours, or days.

Click on Element

Triggers when a customer clicks a specific element on the page. This is defined using a CSS selector.

Need help selecting the right CSS target? Your Customer Success Manager can assist with this setup.

Highlight

Triggers when a user highlights content from the page.

Copy

Triggers when a user copies content from the page.

Cookie Rules

Target customers based on browser cookie values already present on their device.

  • Specify both the key and value for matching (e.g. userType = returning)

The Experience Builder cannot set cookies — it can only read existing ones.

Data Layer Rules

If we are integrated with your data layer, you can set display rules based on values available in that layer.

Examples include:

  • orderSubtotal

  • paymentMethod

  • productPrice

  • productCategory

  • customerEmail

  • …and any other fields passed through your integration

These values must be available on the page where the Experience is shown. If they’re not present, the Experience won’t trigger, even if the rules are correct. 

You’ll need dev tools to explore what’s available in your site’s data layer.