Load rules are conditions that define when and where to load a tag. Load rules consist of one or more logical conditions that, when evaluated to true, will cause a tag to load. Load rules can be managed either from the tag configuration window or from the Load Rules screen.

In this article:

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How It Works

Load rules control when a tag is loaded on your site. The default load rule is called "All Pages"Let's take a quick tour of load rules before learning how to use them.


  • Add a Load Rule – Clicking + Add Load Rule opens the Load Rule creation wizard, which allows you to build your own rule conditions from the ground up.
  • Mapped – This column displays the number of active tags tied to the load rule. For instance, '1/2' indicates that only one out of two tags applied to the load rule is active. '0/0' means no tags are applied to the load rule.
  • UID – This column displays a unique identifier that identifies all instances of the load rule in the utag.js file.
  • All Pages – This load rule, available by default in a profile, will load a tag on all the pages that are identified in the utag.js file.

Use the following steps to add a load rule:

  1. Click + Add Load Rule to open the the Load Rules creation dialog.
    The dialog has built-in evaluating statements and a Data Sources drop-down list from which you can configure a tag to load under precise conditions.
    WhiteUI_TiQ_LoadRules_Add Load Rule Dialog.png
  2. To add more than one load rule condition, use the AND and OR conditional statements.
    By default, every profile starts with the default load rule called 'All Pages'. This rule does not contain any conditions, which means it always evaluates to true and any tag configured with this rule will always be loaded. To load a tag under a specific condition, you can create a new load rule with custom conditions.

You may select multiple load rules for the same tag and assign an AND or an OR rule relationship between multiple load rules.

Understanding URL Components

Uniform Resource Locators (URLs) are something that we see and deal with all the time, but the terminology that relates to the different components of a URL are often misunderstood. A URL usually consists of the following components:

  • Protocol – the method used to process the URL eg. http or https
  • Domain – the domain name eg.
  • Path – the section and page on the site
  • Hash – identifies a section within the page
  • Query String – key/value parameters containing dynamic data passed to the page


Data Layer Variables

In terms of the data layer, these URL components appear as follows:

    dom.domain       : ""
    dom.pathname     : "/app/solutions/"
    dom.query_string : "example=test&example2=test2"
    dom.hash         : "section3"
    dom.url          : ""


These components can be useful when creating load rule conditions. The following simple examples demonstrate how to use URL components when creating load rules.

  • Domain – Lets say you have a site that consists of several domains and you want a load rule for tags that should load for any page on In this case, you can create the following simple load rule:
  • Domain AND Pathname – a load rule for the homepage on
    WhiteUI_TiQ_Add Domain1 HomePage Only Load Rule.png
  • Pathname – a load rule for any page in the support section:
    WhiteUI_TiQ_Add Any Support Page Load Rule.png
  • Pathnamd AND Hash, OR Querystring – a load rule with section2 hash of any support page, or if there was a query string which contains support=true:
    WhiteUI_TiQ_Create Support Section 2 Load Rule With OR Statement.png

Conditional Statements (AND/OR Logic)

If you want to create a rule with multiple conditions, you can combine them using AND and OR logic.

The following example uses a load rule to identify the Checkout page of the site for a customer that is buying shoes. The following two conditions must be met:

  • Condition 1
    'pathname 'contains' 'checkout.html'
  • Condition 2
    'product_type 'contains (ignore case)' 'shoes'
  • AND Logic
    If both condition 1 AND condition 2 are true, the load rule will evaluate to true.
    If any of the conditions in an AND statement are false, the load rule will evaluate to false.
    WhiteUI_TiQ_Create Checkout Page Load Rule with AND Statement.png
  • OR Logic
    If all of the statements in an OR statement are false, the load rule will evaluate to false.
    WhiteUI_TiQ_Add Checkout Page Load Rule with OR Statement.png

Time-Based Load Rules

You can now create load rules to include date- and time-specific conditions to load a tag.

Date Range Condition

Use the following steps to configure a load rule by specifying a time and date range.

  1. Click Add Date Range Condition.
    The new Date Range condition dialog displays.
  2. Specify the following using the date and time pickers:
    • Start Date
    • Start Time
    • End Date
    • End Time
  3. (Required) Create a normal condition that will evaluate to true.

    If you do not have a normal condition as part of your time-based load rule, it will always evaluate as false.

  4. Click Apply to create the load rule.
    You can now use this load rule to control when a tag loads.

Special Considerations

The following special considerations may apply:

  • If you leave the Start or End fields empty, the default values 'any day' and 'any time' apply to the load rule.
  • You can only specify one date range condition per load rule.
    • If you want more than one date range to apply to a tag, you must set up another load rule with the second date range.
    • You can have more than one load rule apply to a tag, but remember that both load rules' conditions must be met for the tag to load.
  • Once you have clicked in the Date or Time fields, you can manually enter the desired values.
    • Date – You must enter the date in the following format: MM/DD/YYYY.
      For example, April 5th, 2019 must be entered as 04/05/2019.
    • Time – You can enter the time in standard or format, as ##:## AM (or PM).
      Entering the time without specifying AM or PM will cause the value to default to AM.
      Minute values must be entered as increments of five (5).
  • The date highlighted in yellow is today's date, not the date you specified for your date range.
  • The time/time zone used for the load rules is determined by the visitor's browser, not the server or user's time/time zone.

To use UTC time instead of the browser's local time, see Time-based Load Rule using UTC.

View Load Rule Details

This section describes how to view the details for a load rule.

  • Click on any load rule to expand the detailed configuration view.
    WhiteUI_TiQ_Load Rule Configuration View Details.png
  • The Load Rule Configuration column displays the title and logical conditions set up for the chosen road rule.
  • The Tags column on the right, points to the number of active tags tied to the load rule.
  • Clicking the arrow next to a tag within the column redirects you to Tags.
  • You can duplicate or delete the load rule using the Copy or Delete buttons on the left.
  • The UID for a load rule is at the top right corner of the view.
    You can optionally label a load rule to organize and uniquely identify the rule in your profile.

Delete a Load Rule

You can delete a load rule to remove it from the profile. Deleting the load rule will pull down all of the instances for that load rule from the utag.js file.

Use the following steps to delete a load rule:

  1. Click the load rule that you want to delete to view the configuration details for the rule.
  2. Click Delete on the left.
    A confirmation dialog displays.
  3. To confirm, click Delete Load Rule, otherwise, click Cancel.
    WhiteUI_TiQ_Delete Load Rule.png
  4. If the load rule you want to delete is tied to a tag, a message will display the details to alert you.
    WhiteUI_TiQ_Delete Load Rule Tied to Tags.png
  5. If you want to continue, click Delete Load Rule.

Activate or Deactivate a Load Rule

Deactivating a load rule turns it off, but keeps it in your profile for future use. When a load rule is deactivated, it is still available in the profile and can be reactivated later.
Use the following steps to deactivate a load rule:

  1. Click the ON toggle button of the Load Rule that you want to deactivate.
    WhiteUI_TiQ_Load Rule Toggle ON.png
  2. The toggle button will change to display OFF.
    WhiteUI_TiQ_Load Rule Toggle OFF.png
  3. To reactivate, simply click back to ON.