Behavioral rules – magnews Help Center

Behavioral rules are designed to assign a score, positive or negative, in response to specific contact behaviors.

All rules, except for the Filter type rule, evaluate contact behavior within a time period defined by the parameter “in the last x days,” with a maximum value of 180 days. This allows you to analyze contact actions within a specific time window, enabling an up-to-date and relevant assessment of their behavior in the most recent context.

These rules are categorized into the following areas:

Messages
Workflow sessions
Web interactions
Web properties
Tags
Web tags
Conversions
Filters

Messages

Rules in the messages category involve all interactions a contact may have concerning a mass, transactional, or workflow-sent message using any channel managed by the platform (email, SMS, WhatsApp, Telegram, etc.).

There are some events related to positive behaviors (opened, clicked, converted) and others that should instead assign negative scores (marked as spam, bounced, unsubscribed).

Workflow sessions

A workflow session indicates a contact's entry into an automation flow. You might assign a specific score to a contact each time they exit a workflow with a positive outcome, to detect cases such as the conversion of a previously abandoned cart, providing an efficient mechanism for assigning scores based on desired behaviors in the purchase process.

Web interactions

Web interaction rules identify contact interactions with landing pages and on-site messages. These rules enable tracking and evaluating contact visits or responses to specific web content.
For example, you assign a score if a contact has responded to a survey or visited a certain page.

Web properties

Web properties are used to track navigation and conversions on your sites (external to the platform). You can generate scripts containing the property you want to track and integrate it into the code of the pages to be monitored.

You can create a rule that assigns a positive or negative score if the contact visits or doesn't visit one of the tracked pages during the observation period.

Web tags

If you have the Web Experience feature enabled in your account, you can use web tags to qualify visits by contacts to pages of your website.

Suppose you mark web pages on your site with web tags. So, for example, if we are talking about movies, we can associate pages containing articles with tags like noir, horror, comedy...

You can then generate a rule to assign a certain score to contacts who have interacted with the "comedy" tag.

Conversions

With the tracking function enabled, you can incorporate tracking scripts into your website pages to report the achievement of specific goals.
For example, you can track the purchase of a product and assign a value to this event, such as the revenue generated by the conversion. This feature provides a powerful way to measure and assign monetary value to visitor actions on your website, allowing for a deeper evaluation of performance and return on investment.

You can use the value of the conversion as a score:

or specify a specific score:

Filters

Filter rules are entirely analogous to Demographic Rules from a semantic point of view, so they do not have a temporal recency and are expressed by verifying a filter. However, unlike demographic rules, the specified score is attributed to the Behavioral Score field rather than the Demographic Score field.