Create server tracking rules
Forward events received by CJM to Meta, Google Ads, and GA4.
Server rules forward events received by CJM to connected platforms. First install and verify your Pixel and connect the destination in the project. Rules cannot recover events that never reached CJM because the script or request was blocked.
Create a rule
- Open Setup → Server tracking and select New Rule.
- Choose the destination platform: Meta, Google Ads, or Google Analytics 4. Connect it first in Setup → Channels; a connection test checks the connection, not a Pixel event.
- Fill the destination fields below.
- Under Source → CJM Pixel, select the Pixel that receives the event.
- Select at least one Triggers entry. Use Event names to narrow events sharing a trigger.
- Optionally enable URL Filter, choose an operator, and enter its value.
- Set Active and select Create rule. To modify an existing rule, select its row and use Save changes.
- Generate a test event and verify receipt in the destination as well as CJM.
Destination fields
| Platform | Required | Optional |
|---|---|---|
| Meta | Destination Meta Pixel, Event name. | Value, Amount, Currency depending on value selection; the selector distinguishes standard and custom events. |
| Google Ads | An existing Conversion action from the integration. | Value, Amount, Currency. |
| Google Analytics 4 | Event name. | Value, Amount, Currency. |
Value offers No value, Fixed amount, and From profile monetary value. For a fixed value, enter a numeric Amount and a three-letter currency such as EUR. Technical fields are valueSource, value, and currency. Meta uses pixelId, Google Ads uses conversionAction, and Meta/GA4 use eventName.
For ecommerce events, event value and currency take precedence over rule settings. The server also forwards supported product/order data for the destination. No value does not remove a value already supplied by an ecommerce event.
Trigger and event name
A trigger is the action type; names identify individual events. Every trackEcommerce event uses trigger ecommerce, but purchase and add_to_cart are different names.
Example — purchase to Meta: select the correct CJM Pixel, trigger ecommerce, Event names purchase, destination Meta Pixel, and Purchase. Leave URL filtering off when the confirmed purchase is your condition. Activate and save; perform a confirmed test purchase using trackEcommerce.
Empty Event names matches all names for selected triggers. Avoid a Purchase rule using only the ecommerce trigger, which would also forward other store actions as purchases.
URL filter
contains, startsWith, and exact compare text, not regular expressions. Use the actual received event URL format and account for query strings.
For example, contains /checkout selects URLs containing that text. exact requires a complete match: /checkout and /checkout?step=2 differ. Current limitation: events without a URL are not excluded by this filter. Do not use it as access control.
Consent and verification
Rules respect consent. Meta requires granted adUserData and adPersonalization; GA4 requires analyticsStorage. Google Ads applies signals and limits personal data; sending also depends on available identifiers and integration.
If a destination event is missing, first check CJM receipt, then Active, Pixel, trigger, name, URL, and platform settings. A saved rule or a successful Test connection does not prove successful delivery. For Meta browser/server sends, also check identifier consistency.
The AI tracking plan does not connect platforms or create these rules automatically.