Restricted Topic Classification: 3PD Event, Audience, Conversion

Rater Guidelines and SOP

1/ Overview & approach

1a/ Task
You will be evaluating whether or not Events, Audiences, or Conversions are related to Restricted Topic categories.

Events, Audiences, or Conversions have several formats and purposes, to be treated in separate workflows (see section 4)

● Custom Event Names

● Custom Audience/Conversion Names

● Custom Audience/Conversion Rules

● Structured or Unstructured Event Data

This labeling helps to support development of classifiers for each Restricted Topic category.

The Restricted Topics are:

● Citizenship & Immigration Status
● Contact
● Criminal Record
● Emotional Wellbeing
● Ethnicity or Race
● Faith and Spirituality
● Financial Credential
● Financial Status
● Gender
● Gender Expansive
● Government Identification
● Health and Wellness
● Labor Union
● Location
● Military
● Non-native Speaker
● Physical Wellbeing
● Politics
● Relationship Status
● Sexual Identity
● Tragedy and Hardship

1b/ Restricted Topics in Events, Audiences, or Conversions

Restricted Topics can appear in the following ways in Events, Audiences, or Conversions:

● Events, Audiences, or Conversions with keywords related to a Restricted Topic category;

● Events, Audiences, or Conversions with product or service keywords (i.e., named entities) related to a Restricted Topic category;

● Events, Audiences, or Conversions about Restricted Topic data types.

Examples will be addressed in the Restricted Topic definitions in Section 2.

1c/ Process Overview

1e/ SRT UI

2/ Definitions
Citizenship & Immigration Status
____________________________________________________________________________________________
Objective: Citizenship and immigration status categories are used for Events, Audiences, or Conversions explicitly about specific citizenship status,
immigration status, or refugee status.

Citizenship ✅ Use this category for Events, Audiences, or Conversions explicitly about status
Status as a citizen or non-citizen of a specific jurisdiction.

In Scope Examples

✅ Events, Audiences, or Conversions about an individual’s specific Custom Event Name

citizenship status
● is_US_citizen

Custom Audience/Conversion Name

● “US Passport Holders”

● “French Citizens”

Custom Audience/Conversion Rule

● value: us_non_citizen

Text/Event Data

● “citizen_status: us_citizen”

❌ CITIZENSHIP STATUS EXCLUSIONS

Out of Scope Examples

❌ Events, Audiences, or Conversions that do not explicitly specify a ● citizen_status

citizenship status or product service related to a citizenship status
● evam_citizenship_scr

❌ Custom events using ‘citizen’ in a different context ● citizen_brand

Immigration ✅ Use this category for Events, Audiences, or Conversions explicitly about the
Status immigration process, immigration status or eligibility, or status of applications, etc.

In Scope Examples

✅ Events, Audiences, or Conversions explicitly about immigration Custom Event Name

status or eligibility, immigration application status or concerns, etc. ● immig_status:permanent_resident

✅ Events, Audiences, or Conversions for services explicitly offering ● visa_type: H1:B

immigration support
● Immigration law services Custom Audience/Conversion Name

● “GREEN_CARD_HOLDER”
● Permanent residence or work visa information or assistance
● “need_immigration_help”
● Government services specifically explicitly about immigration
processes Custom Audience/Conversion Rule

● contains_value: immigration_law

Text/Event Data

● “Visa type: H1-B”

❌ IMMIGRATION STATUS EXCLUSIONS

Out of Scope Examples

❌ Events, Audiences, or Conversions that do not explicitly specify an ● immig_status

immigration status or a product/service related to immigration status
● immigration

● emigrants_request_call

● registro_migracion_selecciona_faqs

● registro_migracion_inicio

❌ News stories or headlines ● “Immigration Restrictions Expected Under New Presidential

Administration”

❌ Donation events

❌ Events, Audiences, or Conversions with political opinions about ● is_pro_immig

immigration issues (use Social Political Issue)
● is_anti_immig

Refugee ✅ Use this category for Events, Audiences, or Conversions explicitly about status
Status as experiencing displacement from a home region or country due to natural disaster,
war, or persecution

In Scope Examples

✅ Events, Audiences, or Conversions explicitly about experiencing Custom Event Name

refugee status ● is_refugee

● refugee_status_yes
Custom Audience/Conversion Name

● “Asylum Applicant”

Custom Audience/Conversion Rule

● contains_value: is_refugee
Text/Event Data
● “immigration application type: refugee”

❌ REFUGEE STATUS EXCLUSIONS

Out of Scope Examples

❌ Events, Audiences, or Conversions that do not explicitly specify ● refuge

refugee status or a product/service related to refugee status
● refugee_click
 ❌ News stories or headlines “Refugee and Asylum Claims Rising in France”

❌ Donation events

❌ Events, Audiences, or Conversions with opinions about refugee ● anti_refugee

issues
● refugee_support_pro

Contact
____________________________________________________________________________________________

Objective: Contact categories are used for Events, Audiences, or Conversions explicitly about contact information for an individual (not a business)

Email ✅ Use this category for Events, Audiences, or Conversions explicitly for individuals’
email address

In Scope Examples

✅ Events, Audiences, or Conversions explicitly for individuals’ email Custom Event Name
addresses
● [email protected]

Custom Audience/Conversion Name

● “User Email:[email protected]”

Custom Audience/Conversion Rule

● contains_value: [email protected]

Text/Event Data

● [email protected]

● {"_appVersion":"6902","cart.grandTotal":"462","email":"alb.alod
[email protected]","ev_filtered":"","item_ids":"4515","phone":"+9
66
503799644","user.age":"21","user.gender":"female","user.name"
:"‫"البندري العوده‬,"user_id":"1961136"}

❌ EMAIL EXCLUSIONS

Out of Scope Examples

❌ Events, Audiences, or Conversions that do not explicitly specify ● customer_email

email addresses
● user_email

❌ Business email addresses ● [email protected]

Name ✅ Use this category for Events, Audiences, or Conversions explicitly for users’
names

In Scope Examples

✅ Events, Audiences, or Conversions explicitly user’s full name (both Custom Event Name
first and last name)
● User Name: Jane P Smith

Custom Audience/Conversion Name

● “User Name: Jane P Smith”

Custom Audience/Conversion Rule

● contains_customer_name: jane p smith

Text/Event Data

● Jane P. Smith

● '{"classList":"ui-
row__link","destination":"","id":"","imageUrl":"https://http2.mlstati
c.com/storage/activities-middle-end/activities-assets/initials-
 v2/svg/in_AA.svg","innerText":"Transferencia recibida\\nde
Abel Catalino Aguirre\\n3650

● {"_appVersion":"6902","cart.grandTotal":"462","email":"alb.alod
[email protected]","ev_filtered":"","item_ids":"4515","phone":"+9
66
503799644","user.age":"21","user.gender":"female","user.name"
:"‫"البندري العوده‬,"user_id":"1961136"}

❌ NAME EXCLUSIONS

Out of Scope Examples

❌ Events, Audiences, or Conversions that do not explicitly specify a ● customer_name

name
● user_name

❌Business names or names of individuals associated with a business ● Tony Roma’s Pizza

❌Full names of celebrities ● Justin Bieber

❌ News stories or headlines

Phone ✅ Use this category for Events, Audiences, or Conversions explicitly for individuals’
Number phone numbers

In Scope Examples

✅ Events, Audiences, or Conversions explicitly for individuals’ phone Custom Event Name
number
● User_phone: 765-887-9090
Custom Audience/Conversion Name

● “User Phone:765-887-9090”

Custom Audience/Conversion Rule

● contains_value: contact_cell_765-887-9090
Text/Event Data
● {"_appVersion":"6902","cart.grandTotal":"462","email":"alb.alod
[email protected]","ev_filtered":"","item_ids":"4515","phone":"+9
66
503799644","user.age":"21","user.gender":"female","user.name"
:"‫"البندري العوده‬,"user_id":"1961136"}

❌ PHONE NUMBER EXCLUSIONS

Out of Scope Examples

❌ Events, Audiences, or Conversions that do not explicitly specify a ● customer_phone

phone number ● user_phone

❌ Business phone numbers ● business_phone

Criminal Record
____________________________________________________________________________________________

✅ Use this category for Events, Audiences, or Conversions explicitly about individual criminal history, or about services for individuals accused or
convicted of a crime by providing services to underwrite bail bonds, provide criminal defense services, or provide access to criminal record data.

In Scope Examples

✅ Events, Audiences, or Conversions explicitly about an individual’s Custom Event Name

criminal record
● criminal_record_felon

✅ Events, Audiences, or Conversions for interactions with services ● criminal_conviction_status

catering to individuals accused or convicted of a crime
● bail_bond_date
● Legal services explicitly about criminal defense
Custom Audience/Conversion Name
 ● Bail bond services ● “Convicted Felons”

● Websites that provide criminal history ● “Bail bond home page”

● Mugshot database or searchable lists of mugshots (with or Custom Audience/Conversion Rule

without the ability to request removal)
● contains_value: felon_rehabilitation

Text/Event Data
● “Has_Felony:{}”

❌ CRIMINAL RECORD EXCLUSIONS

Out of Scope Examples

❌ Events, Audiences, or Conversions that do not explicitly specify ● crime

criminal record data or products/services related to criminal record
● crime_type

❌News articles and informational content about crime, laws and

penalties, convictions, background checks

❌ Donation events

❌ Events, Audiences, or Conversions with opinions about crime that ● top_issue_crime

don't indicate a criminal history, such as police reform, capital
punishment

➡️ See Social Political Issue in Politics

Emotional Wellbeing
____________________________________________________________________________________________

✅ Use this category for Events, Audiences, or Conversions explicitly about self-care tools or practices such as stress-relief, meditation, and
products/services explicitly described as ‘self-care.’

In Scope Examples

✅ Events, Audiences, or Conversions explicitly about Custom Event Name

● mindfulness, goal-setting for self-improvement, and mood- ● mindfulness_click

tracking.
● meditation_page
● the practice of meditation as a form of self-care and Custom Audience/Conversion Name
emotional regulation, without the presence of a faith or
spirituality element. ● “self -care interest”

● “Meditate page view”

● tools and practices for managing stress
● “Mindfulness site visit”

Custom Audience/Conversion Rule

● contains_value: mindfulness

● contains_value: selfcare

● I_contains:essential-oils-for-stress-5-tips

Text/Event Data
● “App_type: meditation”

❌ EMOTIONAL WELLBEING EXCLUSIONS

Out of Scope Examples

❌ Mental health issues or diagnoses (such as anxiety, depression,

etc.)

➡️ See Mental Health Condition in Specialist Healthcare

❌ Product or service names that include related keywords, but do ● i_contains:startupmeditation.com

NOT provide a self-care product/service

❌ News stories or headlines

Ethnicity or Race
____________________________________________________________________________________________

✅ Use this category for Events, Audiences, or Conversions explicitly about membership in an ethnic group(s) or ethnicity, caste, tribe, or other
inherited group membership *not* a national identity (e.g., African-American, Latino).

In Scope Examples

✅ Events, Audiences, or Conversions explicitly about ethnicity or Custom Event Name

race, including tribe or caste affiliation, generally signaled by
● ethnicity_race:caucasian
attributes or keywords explicitly about ethnic origin
● tribe_affiliation_yes
✅ Events, Audiences, or Conversions for interactions with products or Custom Audience/Conversion Name
services explicitly catering to an ethnic or racial identity
● “Hispanic Business Owners”
● Educational institutions explicitly about ethnicity or race
● “HBCU Students”
● Products explicitly about ethnicity or race
Custom Audience/Conversion Rule
● Services explicitly about ethnicity or race
● contains_value: pacific_islander

● contains_value: santaClara_Indian_health_center

Text/Event Data
● “User_Race: African-American”

❌ ETHNICITY OR RACE EXCLUSIONS

Out of Scope Examples

❌ Events, Audiences, or Conversions that do not explicitly specify ● ethnicity

ethnicity or race data or products/services related to ethnicity or race

❌ Donation events ● donation_NAACP

❌ Events, Audiences, or Conversions about civil rights organizations ● member_ACLU

that are focused on many issues, not ONLY on issues of racial
equality. These should be labeled with Social Political Issues.

❌ Events, Audiences, or Conversions about tourist attractions, ● cuisine_type_mexican

restaurants, cuisine types, decor or clothing styles

❌ News stories or headlines

Faith and Spirituality

____________________________________________________________________________________________

Objective: Faith and Spirituality categories are for Events, Audiences, or Conversions explicitly about religious or spiritual beliefs and practices.

Faith-based ✅ Use this category for Events, Audiences, or Conversions that cater specifically to
Affiliation a faith or religious denomination; religious leaders, institutions, religious clothing or
materials, religious actions and activities, objects or other indicators of a particular
religious affiliation

Includes named faith or belief traditions(e.g., Confucianism, Stoicism), including the

practiced absence of faith (e.g., atheism).

In Scope Examples

✅ Events, Audiences, or Conversions explicitly about a specific faith, Custom Event Name
religious, or philosophical affiliation ● christian_yes

● Named religions ● position_pastor

● Attributes explicitly about a religious or philosophical Custom Audience/Conversion Name

affiliation
● “Regular Church Attendance”
● Celebration of holidays based on religious belief, even if
Custom Audience/Conversion Rule
secularized
 ● Job titles ● contains_value: quran_widget_click

● Faith-based locations Text/Event Data

● http://play.google.com/store/apps/details?id=free.alquran.holyq
uran

Spiritual or ✅ Use this category for Events, Audiences, or Conversions explicitly about broader
Philosophical expressions of faith (e.g., mysticism, etc.) or deeply held moral and philosophical
Belief beliefs.

In Scope Examples

✅ Events, Audiences, or Conversions explicitly about philosophical, Custom Event Name

spiritual, occult, or metaphysical beliefs, including spiritually-focused
● psychic_services
energy healing practices like aura cleansing, chakra clearing, reiki, and
crystal healing. Custom Audience/Conversion Name

● “Reiki Energy Healing Page View”

● “Astrologer Leads thanks PV”

Custom Audience/Conversion Rule

● contains_value: shaman

Text/Event Data
● “Service_type: crystal_chakra_alignment”

❌ FAITH AND SPIRITUALITY EXCLUSIONS

Out of Scope Examples

❌ Events, Audiences, or Conversions that do not explicitly specify faith ● religion_name

data or products/services related to faith

❌ Donation events ● st_marys_cathedral_donate

❌ Non-religious or fully secularized holidays ● halloween_event_attend

❌ Health or healing content - these should be captured under the ● ayurveda_interest

appropriate Health and Wellness label

❌ News stories or headlines

Financial Credential
____________________________________________________________________________________________

Objective: Financial Credential categories are used for Events, Audiences, or Conversions about user-specific financial identifiers bankingperson
data

Banking ✅ Use this category for Events, Audiences, or Conversions explicitly about user
Credential banking identifiers

In Scope Examples

✅ Events, Audiences, or Conversions about an individual's unique Custom Event Name

bank account identifiers
● Account Number: 78663****”

Custom Audience/Conversion Name

● “Bank Account Number: 78663****””

Custom Audience/Conversion Rule

● contains_value: bank_account_number: 78663****

Text/Event Data
● “Bank_account_number: 78663****”
 Payment ✅ Use this category for Events, Audiences, or Conversions explicitly about user
Card payment identifiers
Credential

In Scope Examples

✅ Events, Audiences, or Conversions about an individual's unique Custom Event Name

payment card identifiers ● card_number:2344 5674 5678 9985

Custom Audience/Conversion Name

● “Payment Card Number 2344 5674 5678 9985”

Custom Audience/Conversion Rule

● contains_value: card_number 2344 5674 5678 9985

Text/Event Data
● “Last_4_cc: 7674”

❌ FINANCIAL CREDENTIAL EXCLUSIONS

Out of Scope Examples

❌ Events, Audiences, or Conversions that do not explicitly specify a ● cc_number

financial identifier value
● card_cvc

● visa_card_cred

● bank_account_number

● iban

● bank_account_credential

● PIN

❌ Events, Audiences, or Conversions about ● bank_name

● Bank or financial institution name ● payment_method

● Payment type ● add_card

● payment_method":{"i_contains":"credit_card”}

❌ News stories or headlines

Financial Status
____________________________________________________________________________________________

Objective: Financial Status categories are used for Events, Audiences, or Conversions explicitly about financial standing, including economic
vulnerability

Credit ✅ Use this category for Events, Audiences, or Conversions explicitly about an
Standing individual's credit risk, as represented by quantitative measures (e.g., credit score),
qualitative measures (e.g., bad/fair/good ratings)

In Scope Examples

✅ Events, Audiences, or Conversions about data indicating credit risk Custom Event Name

● Disclosure of credit score ● credit_score > 650

● Credit history documents, or information used to calculate a ● credit_rating : low

credit score
Custom Audience/Conversion Name

● “Credit check passed”

Custom Audience/Conversion Rule

● contains_value: credit_score_poor

● credit_score_value: > 600

 ● value:CreditCheckPassed

Text/Event Data
● “Credit_score: 750”

❌CREDIT STANDING EXCLUSIONS

Out of Scope Examples

❌ Events, Audiences, or Conversions that do not explicitly specify a ● credit_score

credit standing value
● credit_rating

● “Calculate Credit Score Click”

Economic ✅ Use this category for Events, Audiences, or Conversions about personal
Vulnerability economic vulnerability, low-income, low-asset status and/or need for support from
government or charitable sources

In Scope Examples

✅ Events, Audiences, or Conversions explicitly about public Custom Event Name

assistance programs such as SNAP, WIC, etc.
● food_assistance_yes
● User-declared status as receiving public assistance benefits
● is_unhoused
● Supplemental Nutrition Assistance Program
● bankruptcy_status_yes
● ‘WIC benefits help me put food on the table.’
● unemployment_benefits_yes
✅ Events, Audiences, or Conversions explicitly about housing
vulnerability ● parolee_work_crew_yes

● Unhoused status Custom Audience/Conversion Name

● Evictions ● “Scholarship Low Income Page View”

● Foreclosure avoidance and mortgage relief ● “Is Unemployed Click”

Custom Audience/Conversion Rule

✅ Events, Audiences, or Conversions explicitly about financial
hardship ● contains_value: bankruptcy

● Bankruptcy filing Text/Event Data

● Credit recovery or credit repair
● “Program_type: mortgage relief”
● Financial assistance explicitly about basic needs (e.g, health
care, utilities, etc.)

✅ Events, Audiences, or Conversions explicitly about

educational vulnerability

● Adult high school diploma programs (e.g., GED)

● Adult literacy programs (does NOT include English as a second
language courses for adults)

● Educational scholarships explicitly targeted to low income

groups

✅ Events, Audiences, or Conversions about unemployment support

● Unemployment benefits

✅ Events, Audiences, or Conversions explicitly about rehabilitation or

reentry after incarceration

❌ ECONOMIC VULNERABILITY EXCLUSIONS

Out of Scope Examples

❌ Events, Audiences, or Conversions that do not explicitly specify ● income_range

economic vulnerability data or products/services related to economic
vulnerability

❌ Charity or donation events ● food_bank_donation

❌ Advocacy or volunteer opportunities to support unhoused people ● volunteer_shelter_morning
or high-poverty communities

❌ News stories or headlines

Financial ✅ Use this category for Events, Audiences, or Conversions explicitly indicating
Record insurance records, loan records, or tax returns

In Scope Examples

✅ Events, Audiences, or Conversions explicitly about explicit Custom Event Name

evidence of individual insurance policy claim details
● claim_status

Custom Audience/Conversion Name

● “Insurance Claim Rejected”

Custom Audience/Conversion Rule

● contains_value: claim_approved
Text/Event Data
● “Auto_claim_status: denied”

✅ Events, Audiences, or Conversions explicitly about explicit Custom Event Name

evidence of an individual history with an actual loan (not just being
● Loan_taken
interested in a loan)
● SoftApprovalSparkClassicCard
● Loan provider actions such as pre-approval, approvals,
rejections ● SoftDecline

● debt amounts, repayments ● HardDeclineSparkCashSelectCard

● Pre-approved amount_60000
Note: ‘soft pull,’ ‘soft’ approval/decline refer to actions taken by a Custom Audience/Conversion Name
lender to evaluate the user. These indicate financial records.
● “MORT HL ELIGIBILITY ELIGIBLE”

Custom Audience/Conversion Rule

● debt_amount_value > 5000

Text/Event Data
● {"loannumber":"3544886250"}

✅ Events, Audiences, or Conversions explicitly about explicit Custom Event Name

evidence of individual tax returns
● 2023_tax_refund_amount > 1000

● 1099_exemptions_1

Custom Audience/Conversion Name

● “Tax Exemption Selection=0”

Custom Audience/Conversion Rule

● tax_refund_amount > 1000

Text/Event Data
● “1099_exemptions:2”

❌ FINANCIAL RECORD EXCLUSIONS

Out of Scope Examples

❌ Events, Audiences, or Conversions that do not explicitly specify ● policy_type

financial record data ● loan_type
● tax_refund

❌ Events, Audiences, or Conversions for user interactions with ● State Farm Insurance
products or services about general insurance, lending or loans, or
● Low-interest loans
tax preparation
● H&R Block tax preparation

● open_consumer_loan_offer

● CD Completed Application
 ● Submit_loan_application

● PL_LOANS_OVERVIEW_RENDERED

❌ News stories or headlines

Income ✅ Use this category for Events, Audiences, or Conversions explicitly indicating
individual income, income bracket, or salary

In Scope Examples

✅ Events, Audiences, or Conversions or user-specific data explicitly Custom Event Name

about individual income levels or salary, including investment income
● salary_range:75,000-90,000

Custom Audience/Conversion Name

● “Affluent Income Bracket”

Custom Audience/Conversion Rule

● contains_value: fi_investimento_valor_1500

Text/Event Data
● “income_bracket:75,000-90,000”

❌ INCOME EXCLUSIONS

Out of Scope Examples

❌ Events, Audiences, or Conversions that do not explicitly specify ● salary_range

income data
● income_range

● salary_hourly

● salary_tranche_waiting

❌ Events, Audiences, or Conversions for interactions with investment ● Trust - Retirement Plan Click
products or services

❌ News stories or headlines

Gender
____________________________________________________________________________________________

✅ Use this category for Events, Audiences, or Conversions explicitly about male or female gender status.

In Scope Examples

✅ Events, Audiences, or Conversions that directly and explicitly Custom Event Name
identify male or female gender
● gender_female

● is_male

Custom Audience/Conversion Name

● “Completed Purchase _Female”

Custom Audience/Conversion Rule

● contains_value: male

Text/Event Data

● {"_appVersion":"6902","cart.grandTotal":"462","email":"alb.alod
[email protected]","ev_filtered":"","item_ids":"4515","phone":"+9
66
503799644","user.age":"21","user.gender":"female","user.name"
:"‫"البندري العوده‬,"user_id":"1961136"}

❌ GENDER EXCLUSIONS

Out of Scope Examples

 ❌ Events, Audiences, or Conversions about clothing or other ● clothing_men
commercial products/services for men or women
● gifts for women

● women’s health

● female hormone supplements

● men’s grooming tips

❌ Events, Audiences, or Conversions that do not explicitly specify ● m_or_f

gender data
● gender

❌ Events, Audiences, or Conversions about trans, nonbinary, or ● intersex_status

intersex gender
● gender_nonbinary

● preferred_pronoun

❌ News stories or headlines

Gender Expansive
____________________________________________________________________________________________

✅ Use this category for Events, Audiences, or Conversions explicitly about gender identities outside the male/female binary, specifically including
intersex, nonbinary, and transgender identities.

In Scope Examples

✅ Events, Audiences, or Conversions, sites, or businesses explicitly Custom Event Name

about personal status as intersex
● intersex_status_yes
● User-declared status as intersex
● gender is nonbinary
● Attributes explicitly about intersex identity (e.g., ‘intersex’)
● preferred_pronoun
● InterACT, Intersex Society of North America
Custom Audience/Conversion Name

🗒️Note: intersex means an individual with variable sex characteristics ● “Transgender Customer”
that do not align with either typically male or female
Custom Audience/Conversion Rule

✅ Events, Audiences, or Conversions, sites, or businesses explicitly ● contains_value: is_transgender

about personal status as nonbinary
Text/Event Data
● User-declared status as nonbinary
● user.gender: nonbinary
● Attributes explicitly about nonbinary identity (e.g., enby,
agender, bigender, genderqueer)

● Support services or organizations (e.g., Autistic Women &

Nonbinary Network, Non-binary Union L.A. [NBULA])

🗒️Note: nonbinary means a gender identity beyond the male-female

gender binary.

✅ Events, Audiences, or Conversions, sites, or businesses explicitly

about personal status as trans or transgender

● User-declared status as trans or transgender

● Topics or causes explicitly about transgender identity (e.g.,

trans visibility, transphobia)

● Attributes explicitly about transgender identity (e.g., “trans,”

“transitioning,” “mtf”)

● Legal services explicitly about transgender issues, rights, or

discrimination

● Medical care explicitly named as gender-affirming

● HRT [hormone replacement therapy] for transitioning people

● Dating apps explicitly about transgender individuals

🗒️Note: transgender means a gender identity or expression that

differs from the sex assigned at birth.
 ✅ Events, Audiences, or Conversions for pronoun preferences

❌ GENDER EXPANSIVE EXCLUSIONS

Out of Scope Examples

❌ Events, Audiences, or Conversions that do not explicitly specify ● other_gender

gender expansive data

❌ Events, Audiences, or Conversions about gender, generally ● m_or_f

● is_female

❌ News stories or headlines

Government Identification
____________________________________________________________________________________________

✅ Use this category for Events, Audiences, or Conversions about government-issued identification numbers, including passport, drivers license,
birth certificate, social security, visa/immigration, or other government-issued identifier

In Scope Examples

✅ Events, Audiences, or Conversions about unique government Custom Event Name

identifiers and alphanumeric identifiers
● CA drivers licence: B4590054
● Social Security Number
Custom Audience/Conversion Name
● National Identity Card number (e.g, Brazilian CPF)
● CPF: 123.456.789-10
● Drivers license number
Custom Audience/Conversion Rule
● Birth certificate documents
● soc_sec_num: xxx-xx-4559
● Visa or passport documents, including US Alien Registration
Number Text/Event Data
● ssn: xxx-xx-4559

❌ GOVERNMENT IDENTIFICATION EXCLUSIONS

Out of Scope Examples

❌ Events, Audiences, or Conversions that do not explicitly specify ● drivers_license

government identification data
● passport_number

● “ssn”

● “cpf”

❌ Promotional or government content explicitly about getting ● passport_photo_add

government documents, for example, actions people may take related
to government documents that do not reveal individual’s info about
those documents

❌ News stories or headlines

Health and Wellness

_____________________________________________________________________________________________________

Health and wellness Events, Audiences, or Conversions are explicitly about general health care delivery or specific health statuses. There are many
subcategories for Events, Audiences, or Conversions explicitly about health and wellness.

General Health & Wellness Tagging Exclusions: the following content types should be excluded from tagging with any Health & Wellness category:

❌Journalism about health (e.g., CNN, New York Times)

❌Medical or healthcare training

❌Business-to-business offerings

❌Healthcare job sites and pages

 ❌Hygiene, grooming, or personal care products NOT addressing medical issues (e.g., toothpaste/oral care, bath/shower products, etc.)

❌ Charitable donations

❌ Veterinary care

Healthcare Delivery
_____________________________________________________________________________________________________

Objective: Healthcare Delivery categories are used to categorize Events, Audiences, or ConversionsPosts, Reels, Stories or other content explicitly
about getting or paying for health care services

🗒️Note: Providers, products, or services explicitly about specific health issues or statuses must ALSO be labeled with a sub-category under
Specialist Healthcare. When a healthcare delivery type is specialized, ALWAYS co-label with the appropriate Specialist Healthcare label.

Health ✅ Use this category for Events, Audiences, or Conversions explicitly about health
Coverage insurance or other health care payment providers

In Scope Examples

✅ Events, Audiences, or Conversions or user-specific data explicitly Custom Event Name

about health insurer or coverage plan
● health_insurance_kaiser_permanente

● is_medicare_subscriber

● medicare_details_entered

● MedicareUnverified

● Medicare Format Valid

Custom Audience/Conversion Name

● “SelfServeHealthPlanChoice”

● “MiniLongevityPlanperceivedHealth continu”

Custom Audience/Conversion Rule

● url_contains: /products/health-insurance/konsulta-md-individual

● url_contains: /products/health-insurance

● url_contains: /products/health-insurance/health-vantage

Text/Event Data
● user.insurer:kaiser_permanente_health

Healthcare ✅Use this category for Events, Audiences, or Conversions about licensed
Provider healthcare providers. These may or may not focus on a specific medical condition or
status.

🗒️Note: A provider is any medical center, clinic, or practitioner authorized to provide

diagnostic or treatment services.

🗒️Note: If a provider specializes in a specific medical condition, illness, or disease,

co-label with the appropriate Specialized Healthcare label.

In Scope Examples

✅ Events, Audiences, or Conversions explicitly about healthcare Custom Event Name

providers.
● CHOOSE DOCTOR SLOT
● General practitioners (e.g., family practice doctors or groups,
● Agendamiento Pediatría
pediatricians or pediatric health groups, general dentistry,
etc.)
● Formular Psihiatrie Online
● Alternative medicine practitioners offering general care (e.g,
Ayurveda, Traditional Chinese Medicine) ● related_person_medical_document_details

● Pharmacies that provide clinic services ● related_person_give_access_to_med_data

 ● General service hospitals, clinics, travel clinics, etc ● Null-medicalinformation

● Large health groups that may provide both health coverage

● click_confirm_patient_info
and general care

● Telehealth providers Custom Audience/Conversion Name

✅Events, Audiences, or Conversions about general medical ● “Medic home view”

documents
● “Pharmacies Filter 24”

● “Null otorhinolaryngology”

● “Homepage categories RADIOLOGY”

● “Physical Therapy Session Viewed”

● “Dr Amit KukretiRequestCallBack”

Custom Audience/Conversion Rule

● url: https://miranza.es/blog-oftalmologia/page/2/

● i_contains:https:\/\/siteproxy.ruqli.workers.dev:443\/http\/www.dentalclinic.com.\/whatsapp

● I_contains:pharmacy_telehealth

Text/Event Data
● primary.care.provider:[]

Medical ✅ Use this category for Events, Audiences, or Conversions about named medical
Procedure procedures These may or may not focus on a specific medical condition or status.

🗒️Note: If a procedure is explicitly about a specific medical condition, illness, or

disease, co-label with the appropriate Specialist Healthcare label.

In Scope Examples

✅ Events, Audiences, or Conversions explicitly about medical Custom Event Name

procedures
● has_heart_surgery_history

Custom Audience/Conversion Name

● “Scheduled blood draw”

● “Surat_Lasik_Form_Submitted_Last_90_Days”

Custom Audience/Conversion Rule

● contains: last_mammogram_date

Text/Event Data
● surgery.date: []

Wellness ✅ Use this category for Events, Audiences, or Conversions for interactions to
Support products and services that offer general health-related support or prevention care. .
These customized health services address health states and needs, but are not
providers and do not cater to specific diagnoses or conditions.

🗒️Note: Wellness Support products and services are NOT authorized providers and
do not directly provide diagnoses or care.

In Scope Examples
 ✅ Events, Audiences, or Conversions explicitly about wellness Custom Event Name
support products or services:
● Find_doctor
● Prescription glasses
● Non-provider pharmacies
● BMI calculator
● Prescription eyewear retailers
Custom Audience/Conversion Name
● Health coaches and functional wellness professionals ● “Kidney Health”
● “Eye Prescription Review”
● Health-related charity/fundraising ● “Blood pressure calculator”
● “BMI tracker”
Sites exclusively facilitating donations for medical condition research. ● “Provider finder”

● Health trackers and calculators for specific health metrics or Custom Audience/Conversion Rule
markers (e.g., BMI, blood glucose, blood pressure)
● Consumer-focused health management services: Provider ● url_contains: /provider_finder
finders, Consumer appointment management, and Medication ● url_contains: /mail_pharmacy
● url_contains: /prescription glasses/contacts
management services
● url_contains: /donate.cancer
● Retailers of health support products not specifically targeted ● url_contains: //securepay.breastcancernow
to a medical condition ● url_contains:/BMI_calculator

General retailers with a range of products, some of which are Text/Event Data
targeted to conditions (e.g., braces, wraps, pill cutters/crushers, pill
● ZocDoc
organizers)
● Product.type: health_tracker
Retailers of breast pumps or nursing supplies that do not directly ● Eye Prescription
cater to pregnant people
● Integrative health
🗒️Excludes sites for medical devices catering to specific conditions ● Personalized wellness plans
(e.g., walkers, wheelchairs, hearing aids) ➡️See Illness or Injury ● Lab/diagnostic/data informed health support services
● Protocols’ for a range health difficulties (e.g., hormone
imbalance, IBS, candida, etc)
● Consumer appointment management
● Medication management services

❌ HEALTHCARE DELIVERY EXCLUSIONS

Out of Scope Examples

❌ Events, Audiences, or Conversions that do not explicitly specify ● medical_provider_name

healthcare delivery data or products/services related to healthcare
delivery ● gp_name

● preferred_pharmacy

● Provider_preference_f

❌ News stories or headlines

❌ General health words ● Wellness

● Health

● Healthcare

Physical Health and Wellness Metrics

_____________________________________________________________________________________________________
✅Use this category for Events, Audiences, or Conversions explicitly indicating vital signs, physiological measurements; bodily function signals
that may be monitored or measured.

In Scope Examples

✅ Events, Audiences, or Conversions revealing an individual’s vital Custom Event Name

signs or other bodily function measurements:
● bmi_under_25
● Blood glucose readings
● Heart rate Custom Audience/Conversion Name
● Blood pressure
● blood_glucose_normal
● Oxygen saturation
● BMI (Body Mass Index) Custom Audience/Conversion Rule
 ● Heart_rate < 80bpm

Text/Event Data
● Heart_rate: 83bpm
● blood_pressure: 122/74

❌ PHYSICAL HEALTH AND WELLNESS METRICS EXCLUSIONS

Out of Scope Examples

❌ Events, Audiences, or Conversions that do not explicitly specify ● first_bp_reading_added

health metric data
● heart_rate_ts

● bmi_calc

● Aheartrate_measurement_complete

● Aheartrate_measurement_partial_complete

● measure_tab_empty_bloodpressure

● MeasureHeartRateResults_open

● Home_heart_rate_detect_click

● MeasureHeartRateInfo_open

● “BloodOxygenValueAdded”

● “MeasureHeartRateProcess close”

● “SelectHeartRateTracking”

● url_contains: /HeartRate

❌ News stories or headlines

Specialist Healthcare
_____________________________________________________________________________________________________

Objective: Specialist Healthcare categories are used to tag the focus of a healthcare product, service, or provider.

🗒️Note: Providers, products, or services explicitly about specific health issues or statuses may ALSO be labeled with a sub-category under
Healthcare Delivery. If the kind of service being delivered is not clear, ALWAYS default to applying the appropriate Specialist Healthcare label,
where applicable.

Abortion ✅ Use this category for Events, Audiences, or Conversions explicitly about the
termination of a pregnancy.

🗒️Note: Women’s health clinics that may offer abortion services, but do not
exclusively provide abortion services (e.g., https://www.plannedparenthood.org/)
should be labeled as Sexual and Reproductive Care

In Scope Examples

✅ Events, Audiences, or Conversions explicitly about a user’s Custom Event Name

personal experience abortion-related medical care
● abortion_history_yes
Custom Audience/Conversion Name
➡️ See Social Political Issue in Politics
● “Detroit Abortion Center Client”
✅ Events, Audiences, or Conversions for interactions with products,
services, or organizations explicitly about medical abortion care ● “Abortion Care Network Visit”

Custom Audience/Conversion Rule

● Products or services explicitly about supporting abortion
access, such as directories or clinic finders ● url_contains: /abortion_provider_find

● Providers explicitly offering abortion services or medications Text/Event Data

explicitly intended to terminate a pregnancy ● Provider: “Detroit Abortion Center”
● Organizations providing awareness and education resources
about abortion such as non-profit or government-sponsored
abortion resources
Blood ✅ Use this category for Events, Audiences, or Conversions explicitly about
Donation donating blood or status as eligible to donate blood/plasma

In Scope Examples

✅ Events, Audiences, or Conversions explicitly about donating Custom Event Name

blood/plasma or status as eligible to donate blood/plasma
● is_blood_donor

● last_blood_donation_date
✅ Events, Audiences, or Conversions for interactions with products,
services, or organizations explicitly about donating blood/plasma Custom Audience/Conversion Name

● “Stanford Blood Bank Visit”

Custom Audience/Conversion Rule

● blood_donor_eligiibility = yes

Text/Event Data
● blood_donor_status: eligible

Blood Type ✅ Use this category for Events, Audiences, or Conversions explicitly about specific,
named blood types

In Scope Examples

✅ Events, Audiences, or Conversions explicitly about a specific Custom Event Name

blood type
● blood_type_O

● blood_group_AB
✅ Events, Audiences, or Conversions for interactions with
products, services, or organizations Custom Audience/Conversion Name

● Products and services explicitly about specific blood types ● “Diet blood type AB”

Custom Audience/Conversion Rule

● url_contains: /bloodtype_o_negative

Text/Event Data
● Blood_type: o_negative

Body ✅ Use this category for Events, Audiences, or Conversions explicitly about current
Dysmorphia or past body image vulnerabilities or disordered eating
and Eating
Disorder

In Scope Examples

✅ Events, Audiences, or Conversions explicitly about current or past Custom Event Name
body dysmorphia or disordered eating
● history_disordered_eating
✅ Events, Audiences, or Conversions for interactions with products, Custom Audience/Conversion Name
services, or organizations explicitly about body dysmorphia or
disordered eating ● “National Eating Disorders Association Site Visit”

● Providers of eating disorder treatment Custom Audience/Conversion Rule

● Services or organizations explicitly about eating disorder ● url_contains: /eating_disorder_hope

conditions or finding support for these conditions
Text/Event Data
● Organizations promoting resources or awareness materials ● disorder_type: bulimia
about eating disorder

Disability ✅Use this category for Events, Audiences, or Conversions explicitly about specific
cognitive or physical disabilities, ‘special needs,’ or disability in general

🗒️Note: If the words “disabled” or “disability” are not used, there should be clear link
between the product/service and disability status (e.g. Paralympics)
In Scope Examples

✅ Events, Audiences, or Conversions explicitly about specific Custom Event Name

cognitive or physical disabilities, ‘special needs,’ or disability in
● disability_status_yes
general
Custom Audience/Conversion Name
✅ Events, Audiences, or Conversions for interactions with products,
services, or organizations explicitly about disability ● “Disability Rights California Visitor”

● Services explicitly about disability Custom Audience/Conversion Rule

● Organizations advocating for disability rights or services ● url_contains: /disability_insurance

Text/Event Data
● click: “disability_status_yes”

Genetic Data ✅Use this category for Events, Audiences, or Conversions explicitly about human
genetic information, including DNA sequencing, chromosomal data, or genetic
markers

In Scope Examples

✅ Events, Audiences, or Conversions explicitly about personal Custom Event Name

genetic information, including DNA sequencing, chromosomal data,
● chromosome_id:23o94
or genetic markers
● telomere_length_under_5
✅ Events, Audiences, or Conversions for interactions with products,
services, or organizations explicitly about genetic information Custom Audience/Conversion Name

● Providers or procedures, including analysis, based on genetic ● “Genome Medical Visitor”

data:
Custom Audience/Conversion Rule
○ Genotype analysis
● url_contains: /genetic_marker
○ Screening for genetic predisposition to disease
Text/Event Data
○ Telomere measurement ● chromosome_id:23o94

● Products and services offering health testing or analysis

based on genetic data, including DNA testing services for
ancestry or health understanding

Illness or ✅ Use this category for Events, Audiences, or Conversions targeting any kind of
Injury medical concern, injury, or treatment for a medical condition that is not covered by a
more specific label in this sub-category. These might be general (illness, sick, unwell)
or specific (cancer, diabetes, hypertension).

🗒️Note: May co-label with Medication and Prescription, where relevant

In Scope Examples

✅ Events, Audiences, or Conversions explicitly about any kind of Custom Event Name
medical concern, injury, or treatment for a medical condition
● screen_reader_on

● cursor_magnification_on

● disease_name

● diagnosis_type

● lung cancer ALGO gm

● guidealz

● Plastic Surgeon

● eg_cancerinstitute500500_cancerinstitut

● MyOstomy_stoma_photo_accepted

● DiabetesLead

● Consulta Lipo HD
 ● Tired_Of_Dentures

Custom Audience/Conversion Name

● “MyOstomy Starting Journey”

● “Viewed Booking - Diabetic”

● “Stomache Issues”

● “Guide Download Prostate Cancer”

Custom Audience/Conversion Rule

● url_contains: /bowel_cancer_guide_form_submit

● url_contains: /breast_cancer_guide_form_submit

● url_contains: /home-care-assistance

● I_contains:illinois-non-surgical-knee-pain1-seminar-aj-mirh-
thank-you

● i_contains","field":"url","value":"www.cushings-syndrome.info

Text/Event Data
● diagnosis:cancer

✅ Events, Audiences, or Conversions for providers or procedures Custom Event Name

explicitly about any kind of medical concern, injury, or treatment for a
● dialysis_history
medical condition
● davita_dialysis_sign_on
● Treatments for medical conditions, even if common (e.g., hair
loss, acne, varicose veins, etc.) ● history_chemotherapy

● Dental care to treat specific problems, such as orthodontia (e.g. Custom Audience/Conversion Name
braces, retainers, Invisalign), dental implants, veneers, and oral
● “Concern Acne”
surgery

● “Interest type dentures”

● Health support services (e.g., meal planning to reduce
hypertension, hospice care) ● “Surat_Lasik_Form_Submitted_Last_90_Days”

● Nursing, home care, and end of life care, including hospice ● “old_Orthotics Assessment/ Reassessment Click_ON”
care, nursing homes and assisted living, in-home medical and
nursing services Custom Audience/Conversion Rule

● Cosmetic surgery (e.g., rhinoplasty, facelift, breast ● url_contains: /care_type_memory_care

augmentation/reduction, body implants, etc.)
● url_contains: /history_breast_implant

Text/Event Data
● procedure_type:appendectomy

✅ Events, Audiences, or Conversions for interactions with products Custom Event Name

and services explicitly about any kind of medical concern, injury, or ● hearing aids ALGO bingads
treatment for a medical condition
Custom Audience/Conversion Name

● “Needs Special Accomodation”

● “Has Mobility Aid”

Custom Audience/Conversion Rule

● url_contains: /wheelchair

● url_contains: /diabetes_tracker

Text/Event Data

● "fb_product_title":"Sinocare 28G Lancet Needles (Box)"

✅ Events, Audiences, or Conversions for interactions with Custom Event Name

organizations, advocacy, or support groups explicitly about medical ● american_cancer_society_click

conditions, including organizations seeking people with a specific
condition to participate in clinical trials Custom Audience/Conversion Name
 ● “Cystic Fibrosis Foundation Visitor”

Custom Audience/Conversion Rule

● url_contains: /alzheimers_association

● url_contains: /international_diabetes_federation
Text/Event Data
● event_name:american_cancer_society_click

✅ Events, Audiences, or Conversions for interactions with Law firms Custom Event Name

catering to illness or injury ● whiplash_personal_injury_lawyer_click

● Personal injury lawyers
Custom Audience/Conversion Name
● Medical malpractice lawyers
● “We sue for your injury”

Custom Audience/Conversion Rule

● url_contains: /personalinjurylawyerfirm

● url_contains: /lawyers_for_your_personal_injury
Text/Event Data
● event_name:find_your_personal_injury_lawyer_event

Medication ✅ Use this category for Events, Audiences, or Conversions explicitly about
and prescriptions and over-the-counter medications for humans.
Prescription
🗒️Note: May co-label with Illness & Injury, where relevant

In Scope Examples

✅ Events, Audiences, or Conversions explicitly about prescriptions Custom Event Name

and over-the-counter medication use
● medication_ozempic

Custom Audience/Conversion Name

● “Rx Get Started CTX - View - Personal Details”

● “Visited Ketamine Page - 30 days”

Custom Audience/Conversion Rule

● url_contains: /lantus

Text/Event Data
● prescription: amoxycillin

✅ Events, Audiences, or Conversions for interactions with products, Example keywords:

services, or organizations explicitly about prescriptions and over-the-
● Ambien
counter medications for humans
● Ozempic
● Prescription medications used to treat medical conditions,
regardless of reputation or effectiveness (e.g., ‘miracle cures’) ● Vicks
○ Includes GLP-1 drugs ● Advil
● Medications intended to prevent specific medical conditions, ● Descovy
such as PrEP, birth control, malaria tablets, etc
● Pill Thing
● Medication-related products or services
○ Medication history or medication reminder products Text/Event Data
● product_type: ozempic
○ Pill cases, splitters, or crushers, insulin needles, etc.

Menstrual ✅ Use this category for Events, Audiences, or Conversions explicitly about
Cycle menstrual cycle, such as status, history, current cycles of ovulation and menstruation

In Scope Examples
✅ Events, Audiences, or Conversions explicitly about menstrual cycle, Custom Event Name
such as status, history, current cycles of ovulation and menstruation
● last_period_early

Custom Audience/Conversion Name

● “Regular Menstrual Cycle”

Custom Audience/Conversion Rule

● url_contains: /last_period_late

Text/Event Data
● last_period_date:2024.10.04

Mental ✅ Use this category for Events, Audiences, or Conversions explicitly about
Health diagnosed or diagnosable mental health conditions
Condition

In Scope Examples

✅ Events, Audiences, or Conversions explicitly about diagnosed or Custom Event Name

diagnosable mental health conditions (e.g., anxiety, depression,
● has_depression_diagnosis
borderline personality disorder, schizophrenia)
● is_bpd_symptom

● score_anxiety_symptom

● null-psychiatry

✅Events, Audiences, or Conversions for clinical mental health ● Psiquiatra_BC

providers (e.g., psychiatrists, psychologists, behavioral health
● therapy_for_anxiety
specialists)
Custom Audience/Conversion Name

● “Formular Psihiatrie Online”

● “Anxiety Symptom Entered”

● “Anxiety and Depression Association of America Visitor”

✅Events, Audiences, or Conversions for interactions with
organizations providing resources and awareness for mental health Custom Audience/Conversion Rule
conditions and/or support ● url_contains: /depression_diagnosis

● url_contains: /behavioral_health_center

Text/Event Data
● diagnosis_type:bipolar_disorder

Pregnancy ✅ Use these categories for Events, Audiences, or Conversions explicitly about
and prenatal care, pregnancy, childbirth, and postpartum care
Childbirth
🗒️Note: Do NOT tag pediatric care, post-neonatal care. These should be tagged as
Healthcare Provider

🗒️Note: Do NOT tag general parenting event names

In Scope Examples

✅Events, Audiences, or Conversions explicitly about prenatal care, Custom Event Name
pregnancy, childbirth, and postpartum care
● obgyn_name

● is_pregnant_yes
 ✅Events, Audiences, or Conversions for providers explicitly offering ● ONBOARD_PREGNANCY
prenatal or childbirth care
Custom Audience/Conversion Name

● “Viewed fertilityScreen”

● “Fertility More Info”

✅Events, Audiences, or Conversions for interactions with products ● "Pregnant free trial started”
explicitly for prenatal care, pregnancy, and childbirth
● “Pregnant due date added”

● “View Content // Prénatal & Postnatal”

Custom Audience/Conversion Rule

✅Events, Audiences, or Conversions for interactions with services or
● url_contains: /pregnancy_test
organizations promoting resources for maternal health,
breastfeeding awareness, etc. ● url_contains: /breast_milk_pump

Text/Event Data
● provider_type: obstetrician
● product_type: breast_pump

Sexual and ✅ Use this category for Events, Audiences, or Conversions about healthcare
Reproductive explicitly focused sexual and reproductive health
Care

In Scope Examples

✅Events, Audiences, or Conversions explicitly about healthcare Custom Event Name

explicitly focused sexual and reproductive health
● contraception:condom

● is_sexually_active

● prostate_exam_result

✅Events, Audiences, or Conversions for providers catering to sexual ● pelvic_exam_result

and reproductive healthcare, including men’s reproductive health
Custom Audience/Conversion Name
● Gynecology
●
● Family planning/birth control
● “Condom Use Yes”

Custom Audience/Conversion Rule

✅Events, Audiences, or Conversions for healthcare products catering
to sexual and reproductive health ● url_contains: /contraception

● url_contains: /planned_parenthood

Text/Event Data
● product_type:contraceptives
✅Events, Audiences, or Conversions for interactions with products
and services for sexual health or contraception without sexual
positioning

Substance ✅ Use this category for Events, Audiences, or Conversions explicitly about a
Use person’s pattern or frequency of substance use, including tobacco, alcohol, or
controlled substances

🗒️Note: Substance Use is distinct from substance abuse disorder as a clinical

diagnosis

In Scope Examples

✅Events, Audiences, or Conversions explicitly about a person’s Custom Event Name

pattern or frequency of substance use, including tobacco, alcohol, or
● is_smoker
controlled substances
● 5_or_more_alcoholic_beverages_per_week
 ● cannabis_use_5x_week

Custom Audience/Conversion Name

● “High TobaccoUsage”

Custom Audience/Conversion Rule

● drinks_per_week > 5

Text/Event Data
● is_smoker: no

Substance ✅ Use this category for Events, Audiences, or Conversions explicitly about current
Use Disorder or past states of addiction or substance abuse (e.g., alcohol, nicotine, narcotics) or
other addiction type (e.g., gambling)

In Scope Examples

✅Events, Audiences, or Conversions explicitly about current or past Custom Event Name
states of addiction or substance abuse (e.g., alcohol, nicotine,
● addiction_history
narcotics) or other addiction type (e.g., gambling)
● problematic_drinking_yes

● methadone_cklick

Custom Audience/Conversion Name

● “Substance Abuse Treatment Interest”

✅Events, Audiences, or Conversions for providers explicitly about Custom Audience/Conversion Rule
addiction or substance use treatment and support for former addicts
● url_contains: /stopsmoking
🗒️Note: ‘Rehab’ or ‘rehabilitation’ can refer to both addiction-specific
Text/Event Data
and general physical rehab. If there is enough context (e.g., a provider
name) please side search. ● facility_type: substance_abuse_treatment

If there is not enough context to tell in which sense ‘rehab’ is being

used, use Illness or Injury

✅Events, Audiences, or Conversions for services or organizations

explicitly about addiction or substance use treatment and support for
former addicts

Suicide and ✅ Use this category for Events, Audiences, or Conversions explicitly about the
Self-injury treatment of suicidal or self-harm behaviors and the prevention of suicide or other
types of self-harm.

In Scope Examples

✅Events, Audiences, or Conversions explicitly about the treatment of Custom Event Name
suicidal or self-harm behaviors and the prevention of suicide or other
● self_harm_history
types of self-harm.
● attempted_suicide_yes

Custom Audience/Conversion Name

✅Events, Audiences, or Conversions for interactions with providers,
● “Zero Suicide Org Click”
services, or organizations explicitly about suicide prevention or self-
injury treatment such as suicide hotlines, suicide and crisis resource Custom Audience/Conversion Rule
centers, etc.
● url_contains: /suicide_crisis_line

Text/Event Data
● has_self_harm_history: “yes”
Vaccination ✅ Use this category for Events, Audiences, or Conversions explicitly about vaccines
and vaccination for humans.

In Scope Examples

✅Events, Audiences, or Conversions explicitly about vaccines and Custom Event Name
vaccination.
● is_vaccinated

● covid_vaccine_yes

Custom Audience/Conversion Name

● “Booked Vaccine”

Custom Audience/Conversion Rule

● url_contains: /vaccine_clinic

Text/Event Data
● appointment_type: vaccination

✅Events, Audiences, or Conversions for interactions with providers of

vaccination services (e.g., clinics) or services supporting vaccination
(e.g., clinic finders), or organizations promoting resources or
awareness materials for the benefits of vaccination

❌SPECIALIST HEALTHCARE EXCLUSIONS

Out of Scope Examples

❌ Events, Audiences, or Conversions that do not explicitly specify ● blood_type

specialist healthcare data or products/services related to specialist
healthcare ● “Prescriptions Screen Viewed”

● “Drugstart completed”

● “Drugrequest_completed”

● “Vaccination calendar splash continue”

❌Donation events ● IG_WalkForAlz_Retargeting

❌Medicine for pets or livestock, such as horses or cows ● https://www.vetcoclinics.com/

❌Non-surgical esthetic treatments ● Botox, Cool Sculpting, chemical peel, non surgical facelift, facial
fillers, Kybella, laser hair removal, microneedling, lip
augmentation with filler

❌Emotional wellbeing, like self-care, stress relief, mindfulness and

meditation

❌Physical wellbeing, like fitness products, gym memberships,

nutrition advice, meal planning, sleep, vitamins, and weight loss

❌Hygiene and grooming products, like deodorant, toothpaste, soaps,

etc.

❌Medical supplies exclusively for professional use ● “Sito Medicaltools”

● i_contains:https:\/\/siteproxy.ruqli.workers.dev:443\/https\/www.pharmacyowners.com\/pdssolves-
patient-lifecycle-download
 ❌Medical education and medical education supplies

❌Products and services related to perimenopause or menopause ● Menopause/perimenopause supplements, coaching programs,
etc.

❌Keywords related to very general health topics or research ● “Visited Best Neuroscience 90”

❌ News stories or headlines

Labor Union
____________________________________________________________________________________________

✅ Use this category for Events, Audiences, or Conversions explicitly about labor unions or being a member of a trade union.

What is a labor union?

● A labor union is a group of workers, either employed by the same company or working in similar industries, who have formed an
organization to protect their rights as workers and pressure their employers for higher pay or better working conditions.

● Labor unions are common in some industries. Many teachers belong to a labor union. Workers in construction trades sometimes
belong to a labor union. However, we can’t assume that a sample is related to labor unions simply because it is about a type of
job, even if that job type is sometimes union organized.

In Scope Examples

✅ Events, Audiences, or Conversions explicitly about being a member Custom Event Name
of a labor or trade union.
● is_union_member

● union_support_yes

● is_AFL-CIO_member

Custom Audience/Conversion Name

● “Teachers Union Members”

✅ Events, Audiences, or Conversions for interactions with products,
businesses or associations explicitly about union membership Custom Audience/Conversion Rule

● url_contains: /union_due_paid

Text/Event Data
● union_affiliation:teamster

❌ LABOR UNION EXCLUSIONS

Out of Scope Examples

❌ Events, Audiences, or Conversions that do not explicitly specify ● union

labor union membership or products/services related to membership in
a labor union

❌ Recruitment, job search, or employment-related Events, ● postal_service_job

Audiences, or Conversions, even if the recruitment ad mentions a
labor union or is for a commonly unionized job type (e.g., SNCF, postal
service)

❌ News stories or headlines

Location
____________________________________________________________________________________________
Objective: Use Location categories for Events, Audiences, or Conversions explicitly stating location information for an individual (not a business)

Address ✅ Use this category for Events, Audiences, or Conversions explicitly stating a user’s
address

In Scope Examples
 ✅ Events, Audiences, or Conversions stating a clearly non-business Custom Event Name
address with street/building number, street name, city/town, postal
● user_address:123 Park Lane
code and country
Custom Audience/Conversion Name

● “Customer Address 123 Park Lane”

🗒️Note: If it is not clearly a business address from the context, please
tag. Do not side search to determine whether an address is a business Custom Audience/Conversion Rule
address.
● url_contains: /customer_address_123_Park_Lane

Text/Event Data
● Pickup_address:”123 Missoula Rd., Austin”

GPS ✅ Use this category for Events, Audiences, or Conversions explicitly stating a user’s
latitude and longitude coordinates

In Scope Examples

✅ Events, Audiences, or Conversions stating an individual's location Custom Event Name

in the form of numeric latitude and longitude coordinates.
● home_gps_coord: 41.40338, 2.17403

Custom Audience/Conversion Name

● “Customer GPS Coordinate 41.40338, 2.17403”

Custom Audience/Conversion Rule

● Has geocoordinates 41.40338, 2.17403

Text/Event Data
● {'client': 'Windows', 'content_type': 'product', 'currency': 'USD',
'device_type': 'Desktop', 'label': 'Next image', 'page_url': '/en-
CA/search?accommodations=rv-
motorhomes&accommodations=vehicles&lat=51.37477635&ln
g=-
116.5358482&q=Yoho+National+Park&searchSource=search-
autocomplete&arrive=2024-07-22&depart=2024-07-
25&adults=3', 'platform': 'Web', 'referer':
'https://www.google.com/', 'role': 'customer', 'screen_name':
'Land Search', 'user_lat': '32.1772', 'user_lng': '34.9039',
'user_location': '32.1772, 34.9039', 'user_uuid': '633b9814-
5be9-47f6-b0e4-1173a03c12d7', 'value': '0'}

❌ LOCATION EXCLUSIONS

Out of Scope Examples

❌ Events, Audiences, or Conversions that do not explicitly specify ● customer_address

location data
● user_address

● home_gps_coord

❌ Business addresses or gps coordinates

❌ GPS products

❌ News stories or headlines

Military
____________________________________________________________________________________________

Objective: Military categories are used to label Events, Audiences, or Conversions explicitly about military interests or affiliation.

Military ✅ Use this category for Events, Audiences, or Conversions explicitly about
affiliation with or active service in a specific branch of the military.
Affiliation

In Scope Examples
 ✅ Event, Audience, or Conversion explicitly about being a member of Custom Event Name
the military ● is _active_military

● military_loan_qualified

Custom Audience/Conversion Name

● “Military Family”
✅ Events, Audiences, or Conversions for interactions with products, ● “Army Wives Page View”
services, or organizations explicitly about official members of the
armed forces Custom Audience/Conversion Rule

● url_contains: /us_marine_corps

Text/Event Data
● loan_type:”active_military”

Veteran ✅ Use this category for Events, Audiences, or Conversions explicitly about an
individual’s status as a veteran/former military member.
Status

In Scope Examples

✅ Events, Audiences, or Conversions or user-specific data explicitly Custom Event Name

about an individual’s status as a veteran/former military member.
● is_veteran

Custom Audience/Conversion Name

● “Veteran Services Visit”

✅ Events, Audiences, or Conversions for interactions with
organizations explicitly about veteran status Custom Audience/Conversion Rule

● url_contains: /veterans_affairs

Text/Event Data
● Organization_name: “POW-MIA”

❌ MILITARY EXCLUSIONS

Out of Scope Examples

❌ Military topics ● [AV] Already Viewed - Marines Sing Sound Of Silence

❌ Military supplies and survivalism ● combat boots

● Boot camp fitness
● Military-inspired training

❌ News stories or headlines

Non-native Speaker
____________________________________________________________________________________________

✅ Use this category for Events, Audiences, or Conversions explicitly about native speakers of non-majority languages (for example, Spanish
speakers in the United States; Mixtec speakers in Mexico, etc.)

In Scope Examples

✅ Events, Audiences, or Conversions or user-specific data explicitly Custom Event Name

stating non-native speaker status
● native_speaker_no

● needs_translator_yes

Custom Audience/Conversion Name

● “Non-native Speaker”

Custom Audience/Conversion Rule

● url_contains: /nonnativespeaker

Text/Event Data
● native_speaker: no

❌ NON-NATIVE SPEAKER EXCLUSIONS

 Out of Scope Examples

❌ General language fields ● languages_spoken

● home_language

● language_preference

❌ News stories or headlines

Physical Wellbeing
Objective: Physical Wellbeing categories are used to label Events, Audiences, or Conversions explicitly about general, non-medical wellbeing, such
as exercise, nutrition, sleep quality, etc.

Fitness Data ✅ Use this category for Events, Audiences, or Conversions explicitly indicating
fitness and exercise metrics; includes goals, personal bests/records, workout or move
minutes, movement or step counts

In Scope Examples

✅ Events, Audiences, or Conversions explicitly about fitness and Custom Event Name
exercise metrics; includes goals, personal bests/records, workout or
● bench_press_weight _165
move minutes, movement or step counts
Custom Audience/Conversion Name

● “10000<daily steps”

Custom Audience/Conversion Rule

● url_contains: /mile_run_personal_best_under_6_minutes

Text/Event Data
● User_step_count: 12093

Nutrition ✅ Use this category for Events, Audiences, or Conversions explicitly about non-
weight loss and non-medical condition nutrition information and support

In Scope Examples

✅ Events, Audiences, or Conversions explicitly about non-weight loss Custom Event Name
and non-medical condition nutrition information and support
● high_protein_meal_prep

● nutrition_tracker_page _view

Custom Audience/Conversion Name

● “eatright.org register”

Custom Audience/Conversion Rule

● url_contains: /nutrition_support

Text/Event Data
● “30-day nutritional meal plan”

Sleep ✅ Use this category for Events, Audiences, or Conversions explicitly about sleep
schedules, sleep patterns, sleep health, and sleep tracking

In Scope Examples
 ✅ Events, Audiences, or Conversions explicitly about Custom Event Name

● Personal sleep patterns or sleep health ● sleep_calculator_view

● Sleep health products or services, such as sleep Custom Audience/Conversion Name

apps/trackers, or sleep hygiene ● “Sleep Tracker Click 5day”

Custom Audience/Conversion Rule

● url_contains: /sleep_hygiene

Text/Event Data
● Product_type: “sleep support”

Vitamins & ✅ Use this category for Events, Audiences, or Conversions explicitly about pills,
Supplements capsules, powders, or liquids intended to supplement diet and provide nutrients, not
for treating a specific medical condition.

In Scope Examples

✅ Events, Audiences, or Conversions about vitamin/supplement Custom Event Name

products and services
● creatine_product_click

● cbd_page

Custom Audience/Conversion Name

● “Collagen Protein View”

● “Purchase CBD 30day”

Custom Audience/Conversion Rule

● i_contains,value:https:\/\/siteproxy.ruqli.workers.dev:443\/https\/wokenutrition.com\/product\/hangove
r-relief-supplements

Text/Event Data
● “www.gsuplementos.com.br/whey-protein/”

Weight Loss ✅ Use this category for Events, Audiences, or Conversions explicitly about weight
loss tarot

In Scope Examples

✅ Events, Audiences, or Conversions explicitly about products and Custom Event Name
services explicitly about weight loss or personal weight loss
● Liposuction_Form_Fill
● Liposuction or bariatric surgery
Custom Audience/Conversion Name
○ ➡️ Co-tag with Medical Procedure ● “Keto Weight Loss Subscribe”
● Macro counting/tracking apps (Noom, If It Fits Your Macros)
Custom Audience/Conversion Rule
● Meal-replacement shakes and bars (Slim Fast) ● i_contains,value:/weight_loss

● Weight loss diets (Keto diet explicitly for weight loss) Text/Event Data

● Weight loss challenges (‘The Calorie Deficit Challenge’) ● Meal_plan_type: “weight loss”

❌PHYSICAL WELLBEING EXCLUSIONS

Out of Scope Examples

❌Bath and beauty treatments ● Shower gels, hand creams, facial products or treatments

❌ News stories or headlines

Politics
____________________________________________________________________________________________

Objective: Politics categories are used to label Events, Audiences, or Conversions explicitly about political parties, political positions, and political
issues subject to advocacy or debate

Political ✅ Use this category for Events, Audiences, or Conversions explicitly about an
Affiliation association with a specific political party or movement

In Scope Examples

✅ Events, Audiences, or Conversions explicitly about political Custom Event Name

affiliation
● political_party_libertarian

● party_affiliation_green

● registered_democrat

Custom Audience/Conversion Name

✅ Events, Audiences, or Conversions for interactions with products or
services explicitly about named political affiliations ● “Subscriber: The American Conservative”

● “European Conservative Site Visit”

Custom Audience/Conversion Rule

● url_contains: /greenParty

✅ Events, Audiences, or Conversions for interactions with Text/Event Data

organizations explicitly about specific political affiliations or named ● registered_party: democratic
political parties

Political ✅ Use this category for Events, Audiences, or Conversions explicitly about a
Candidate candidate running for political office

In Scope Examples

✅ Promotional Events, Audiences, or Conversions explicitly about the Custom Event Name
campaign of a named political candidate or political figure ● preferred_candidate_trump

● preferred_candidate_biden

Custom Audience/Conversion Name

● “Harris For President Site Visit”

● “PV - 30 Days - Trump”

Custom Audience/Conversion Rule

● url_contains: /candidate_mayor_jeffries

Text/Event Data
● mayoral_candidate_name: “Gina Jeffries”

Social ✅ Use this category for Events, Audiences, or Conversions explicitly about a social
Political Issue or political topic that is of national or international interest, over which the public may
be deeply divided, and the subject has generated intense discussion, debate and
advocacy (for or against).

In Scope Examples

✅ Events, Audiences, or Conversions or user-specific data explicitly Custom Event Name

stating an opinion about a social or political issue
● immigration_policy_pro
🗒️Note: A social political issue MUST feature public or political advocacy ● has_view_pro_choice
(for or against), debate, or discussion one of the specific issues below:
Custom Audience/Conversion Name
○ Civil and Social Rights (e.g., freedom of religion, press,
● “Site Visitor Reproductive Rights”
speech, equal rights or freedom from discrimination,
reproductive rights, right to vote, right to privacy, workers’ Custom Audience/Conversion Rule
rights, etc.)
● url_contains: /gun_control_advocacy
○ Crime (e.g., controlled substance policies, domestic abuse,
hate crime)
Text/Event Data
○ Economy (e.g., government policies affecting minimum ● Key_issue: “Medicare for All”
wage, unemployment, benefits or pensions, banking
regulations, inflation, taxes, housing issues, agriculture
regulations, etc.)

○ Education (e.g., gov’t policies affecting education access,

quality, or affordability; student loan policies, curriculum
policies)

○ Environmental Politics (e.g., climate change regulation,

pollution issues, sustainable energy issues/regs, gov’t
policies around deforestation, animal habitats, etc.)

○ Guns (e.g., gun rights, control, regulation, reform)

○ Health (e.g., abortion, healthcare access or reform, vaccine

mandates, drug pricing regulation/reform, affordable
healthcare/universal healthcare)

○ Immigration (e.g., gov’t policies around citizenship,

immigration, migration, assimilation, etc.)

○ Political Values and Governance (e.g., gov’t policies

around trade, military intervention, foreign aid, territorial
rights)

○ Security and Foreign Policy (e.g., defense spending, gov’t

policies around military service, cyber attacks, int’l treaties,
etc.)

Voting ✅Use this category for Events, Audiences, or Conversions explicitly about an
Activity individual’s intent to vote or voter registration data

In Scope Examples

✅ Events, Audiences, or Conversions for user-specific data explicitly Custom Event Name
about voting actions, history, intents, or registration
● last_election_vote_yes

● intent_to_vote_yes_no

Custom Audience/Conversion Name

● “Voter Last Election”

Custom Audience/Conversion Rule

● Is_registered_voter = yes

Text/Event Data
● Voter_reg_status: registered

❌ POLITICS EXCLUSIONS

Out of Scope Examples

❌ Events, Audiences, or Conversions that do not explicitly specify ● politics

politics data or products/services related to politics ● political_party

❌ Donation events

❌ Events, Audiences, or Conversions, sites, or businesses about ● alberta_ca_city_hall

municipalities, cities, or countries; tourism boards

❌ Events, Audiences, or Conversions, sites, or businesses about ● gun_owner_yes_no

firearm ownership or training that is NOT explicitly about political
advocacy
 ❌ Events, Audiences, or Conversions, sites, or businesses related to ● solar_panel_interest_click
climate change that are NOT explicitly about political advocacy (e.g.,
solar panel products, reusable/biodegradable products)

❌ News stories, headlines related to elections or political issues ‘Joe Biden and Donald Trump to debate in Nevada’

Relationship Status
____________________________________________________________________________________________

Objective: Relationship Status categories are used to identify Events, Audiences, or Conversions explicitly about potentially vulnerable or private
personal relationship statuses

Adoption and ✅ Use this category for Events, Audiences, or Conversions explicitly about
Foster Care adoption or foster parenting, including advice or resources about the process of
adoption or becoming foster parents, having given up a child to adoptive or foster
care

In Scope Examples

✅ Events, Audiences, or Conversions explicitly about status as Custom Event Name

adoptive or foster parents ● is_foster_parent

● adoption_interest_yes

Custom Audience/Conversion Name

✅ Events, Audiences, or Conversions for interactions with services or ● “Subscriber Fostering Families Today”
organizations explicitly about adoption and resources for foster Custom Audience/Conversion Rule
families
● url_contains: /child_adoption_support

Text/Event Data
● child_adoption_interest=yes

❌ ADOPTION AND FOSTER CARE EXCLUSIONS:

Out of Scope Examples

❌ Events, Audiences, or Conversions that do not explicitly specify

adoption/foster care data or products/services related to
adoption/foster care

❌ Donation events

❌ General parent-oriented content ● Parents Magazine

● Parents Helping Parents

❌ Child care or other family care relationships (e.g., grandparents) ● grandfamilies.org

❌ Mentorship or ‘big brother/sister’ organizations ● Big Brothers Big Sisters of America

❌News stories, headlines, general interest, fictional, or entertainment

articles

Caregiver ✅Use this category for Events, Audiences, or Conversions explicitly about
caregivers

🗒️Note: Caregiver is defined as someone engaged in the unpaid, non-career work of

providing day-to-day care for another adult, regardless of family relationship

In Scope Examples

✅ Events, Audiences, or Conversions explicitly about status as a Custom Event Name

caregiver ● is_caregiver

✅ Events, Audiences, or Conversions for interactions with services or Custom Audience/Conversion Name
organizations explicitly about status as a caregiver
● “Caregivers Support Weekly”
 Custom Audience/Conversion Rule

● url_contains: /caregiver_support_network

Text/Event Data
● is_caregivert=yes

Out of Scope Examples

❌ Events, Audiences, or Conversions that do not explicitly specify

adoption/foster care data or products/services related to status as a
caregiver

❌ Donation events

❌ Events, Audiences, or Conversions about medical caregiver ● “Find in-home nursing care”
services

❌News stories, headlines, general interest, fictional, or entertainment

articles

Marital Status ✅ Use this category for Events, Audiences, or Conversions explicitly about status
as married or single

In Scope Examples

✅ Events, Audiences, or Conversions about status as married, single, Custom Event Name
or in a relationship ● is_married
● is_single
● in_a_relationship
Custom Audience/Conversion Name

● “Marital Status: Single”

Custom Audience/Conversion Rule

● Is_married = yes

Text/Event Data
● marital.status:[married]

❌ MARITAL STATUS EXCLUSIONS:

Out of Scope Examples

❌ Events, Audiences, or Conversions that do not explicitly specify ● marital_status

marital status data

❌ Events, Audiences, or Conversions about status as separated or ● marital_status_divorced

divorced:

➡️ See Separation or Divorce

❌ Events, Audiences, or Conversions about civil union or domestic ● civil_union_status

partnership:
● domestic_partnership_status
➡️ See Sexual Orientation

❌ Events, Audiences, or Conversions about widowhood: ● widow_widower

➡️ See Personal Loss

❌ News stories or headlines

Parental ✅ Use this category for Events, Audiences, or Conversions explicitly about status
Status as a parent or non-parent

In Scope Examples

✅ Events, Audiences, or Conversions about status as a parent Custom Event Name

 ● has_children

● single_parent_yes

Custom Audience/Conversion Name

● “Parents”

● “Parent_A2C_180_Days”

● “OWL - Visited Young Parents url - 180 days”

Custom Audience/Conversion Rule

● Is_parent = yes

● eq:https:\/\/siteproxy.ruqli.workers.dev:443\/https\/sanjivanparenting.com\/thank-you

Text/Event Data
● parent_status: true

❌ PARENTAL STATUS EXCLUSIONS:

Out of Scope Examples

❌ Events, Audiences, or Conversions that do not explicitly specify ● children

parental status data or products/services related to parental status ● parent_status

❌ Child care or other family care relationships (e.g., grandparents) ● grandfamilies.org

❌Products or services for children or babies ● Toy sets, baby clothes, etc.

❌ Mentorship or ‘big brother/sister’ organizations ● Big Brothers Big Sisters of America

❌News stories or headlines

Sexual Identity
_____________________________________________________________________________________________________

Sex Life
_____________________________________________________________________________________________________

Objective: Sex Life categories are used to identify Events, Audiences, or Conversions explicitly about sexual activity or other potentially private
sexual information.

Adult ✅Use this category for Events, Audiences, or Conversions explicitly about sexual
Products and services and/or sexual subcultures.
Services

Tag Examples

✅ Products and services promoting pornography, sexual activity, or Custom Event Name
sexual services
● is_porn_click
● Escort services
● bdsm_kink_yes
● Strip clubs/Gentlemen’s clubs
Custom Audience/Conversion Name
● Pornographic videos or sites
● porn_hub_site_visitor

✅ Sexual enhancement products (e.g., ‘Kama Sutra,’ how-to guides) Custom Audience/Conversion Rule

● polyamory_site_view=1
✅ Sexual acts, including fetishes, kink, dominants/submissives,
fuzzies/furries Text/Event Data
● strip_club_visitor = yes

❌ADULT PRODUCTS AND SERVICES EXCLUSIONS:

Do NOT Tag Examples

 ❌ News articles about pornography or sex, including statistics or ● Local and international reporting of events
about celebrities

❌ Sexual health products when NO sexual positioning is found ● Lube, contraceptives, and condoms, etc, with no sexual
positioning
🗒️Note: These should ALL be tagged under Sexual and Reproductive
Care

❌ Organizations promoting information or resources about sexual

activity or sexual education

🗒️Note: These should ALL be tagged under Sexual and Reproductive

Care

Infidelity ✅ Use this category for Events, Audiences, or Conversions explicitly about a
personal history of infidelity

In Scope Examples

✅ Events, Audiences, or Conversions about recovering from a Custom Event Name

personal history of infidelity ● history_infidelity

Custom Audience/Conversion Name

● “Infidelity Therapy Site Visitor”

Custom Audience/Conversion Rule

● url_contains: /infidelity

Text/Event Data
● “Infidelity Therapy”

❌ INFIDELITY EXCLUSIONS

Out of Scope Examples

❌ News stories or headlines

❌ Products, services, or apps promoting the ability to track an

unfaithful partner

Sexual ✅ Use this category for Events, Audiences, or Conversions explicitly about sexual
Partners partners

In Scope Examples

✅Explicit user statements about named sexual partners ● sex_partner_name

❌ SEXUAL PARTNERS EXCLUSIONS

Out of Scope Examples

❌General relationship status ● in_relationship

➡️See Marital Status

❌ News stories or headlines

Sexual Orientation
____________________________________________________________________________________________________

✅Use this category for Events, Audiences, or Conversions about sexual orientation

🗒️Note: Sexual orientation is defined as a pattern of sexual and/or romantic

attraction
 Tag Examples

✅Events, Audiences, or Conversions about sexual orientation Custom Event Name

● sexual_orientation_straight

● has_civil_union_status

● has_domestic_partnership_status
✅Events, Audiences, or Conversions about civil union or domestic
partnership status Custom Audience/Conversion Name

● “Customers Identify Gay”

Custom Audience/Conversion Rule

● url_contains: /lgbt

Text/Event Data
● Sexual_orientation: “straight”

❌ SEXUAL ORIENTATION EXCLUSIONS

Do NOT Tag Examples

❌ Events, Audiences, or Conversions that do not explicitly specify ● sexual_orientation

sexual orientation or products/services related to sexual orientation

❌ Donation events ● trevor_project_donate

❌ News stories or headlines

Tragedy and Hardship

____________________________________________________________________________________________

Objective: Tragedy and Hardship categories are used to identify Events, Audiences, or Conversions primarily explicitly about status as having
experienced hardship in the form of personal loss events, separation or divorce, or victimization

Personal Loss ✅Use this category for Events, Audiences, or Conversions providing products or
services explicitly about personal loss events, including death of a loved one
(including a pet) or widowhood

In Scope Examples

✅Events, Audiences, or Conversions,explicitly about loss of loved Custom Event Name

ones, including funeral arrangements, obituary services, etc. ● grief_counseling_interest

✅Events, Audiences, or Conversions explicitly about grief and loss ● is_widow_widower

support
Custom Audience/Conversion Name

● “Grief Counselor Site Visit”

✅Events, Audiences, or Conversions explicitly about support for
widowhood status or loss of a spouse Custom Audience/Conversion Rule

● url_contains: /widow

Text/Event Data
● service_type: grief support

Separation or ✅Use this category for Events, Audiences, or Conversions providing services
Divorce explicitly about changes in marital status through divorce or separation

In Scope Examples

✅Events, Audiences, or Conversions explicitly about status as Custom Event Name

divorced or separated ● marital_status_divorced

Custom Audience/Conversion Name

● “Divorce Law Site Visit”

 ● “Divorcio 180D”

Custom Audience/Conversion Rule

● url_contains: /divorce

Text/Event Data
● Marital_status: divorced

Victim Status ✅Use this category for Events, Audiences, or Conversions explicitly about status as
having been the victim of abuse or crime

In Scope Examples

✅Events, Audiences, or Conversions explicitly about status as having Custom Event Name
been the victim of abuse or crime ● is_crime_victim

● assault_date
● victim_support_click
✅Events, Audiences, or Conversions for interactions with sites or Custom Audience/Conversion Name
businesses explicitly about support for severe, permanent, ongoing or
● “Victim Support Site Visit”
extreme harm (mental, emotional, financial, physical)
Custom Audience/Conversion Rule

● url_contains: /assault_victim
Text/Event Data
● Service_type: victim_counseling

❌ TRAGEDY AND HARDSHIP EXCLUSIONS

Out of Scope Examples

❌Donation events ● womens_crisis_center_donate

❌ News stories or headlines

3/ Instructions

Step 1
1. Evaluate the Event, Audience, or Conversion, paying special attention to keywords.

✅ Explicit user characteristics

● is_hispanic

● is_divorced

● political_party_republican

✅ Product or service keywords explicitly related to restricted topics

● refill_glucose_monitor

● Ozempic

✅ Events, Audiences, or Conversion containing explicit restricted data values

● Calculated_credit_score_650

Fields that ONLY show that a value is shared, but do not explicitly specify a value

● bank_account_number

● credit_score_calculate

● religion

● political_party

● gender
Step 2
Step 2a: Determine the main purpose of the Event, Audience, or Conversion.

● Determine what the Event, Audience, or Conversion is mostly about (e.g. providing user characteristics, collecting data a user enters into a
field, collecting actions a user takes on the site, etc.)

● Mentally fill in the blank:

○ This Event, Audience, or Conversion is for a field about _____ (i.e. product details for an automobile)

○ This Event, Audience, or Conversion is for a field that contains _________ (i.e. personal medical details)

Step 2b: Determine Restricted Topic categories.

● Based on step 2a., use the definitions of restricted topic categories below to help you decide if restricted topics are present in the Event,
Audience, or Conversion:

Restricted Topic Categories Present Restricted Topic Categories Not Present

Event, Audience, or Conversion may be about more than one label. If you have evaluated all parts of the Event, Audience, or Conversion and
found that it does not relate to any restricted topic categories, select the
Example: Custom Event Name Is_LGBTQIA, would be tagged as both “None Apply” option.
Gender Expansive and Sexual Orientation

Step 2c: Assign a label

1. Select the appropriate restricted categories from the center panel.

2. If NO restricted categories apply, choose None Apply

Step 3
Record information about your workflow

● Say if you were able to make a decision on this job

● If not, select an error category (see Error category definitions below)

IMPORTANT! For a job to be counted, you must select one or more restricted topic categories, None Appy, or an
error category.

Step 4: Submit to move on to the next job

Known Questions

1. Can multiple tags apply to the same job?

Yes. In some cases, two or more restricted topics from the same category will apply. Some common examples are when content is about

● A product or service referring to both Gender Expansive identity AND Sexual Orientation
● A Healthcare Provider that specializes in a specific Illness or Injury

2. How should jobs displaying in different languages be handled?

Please use the R2D2 translation chatbot. See section 5.

3. Can a side search be used to gather context?

Side searching should not be necessary in this workflow. Please use the R2D2 chatbot to

● translate non-English words

● understand brand/business/product/service names

See R2D2 instructions in section 5. Formatted: Font color: Black

Formatted: Indent: Left: 0 cm
Yes. If an event, name, or rule contains a word or named entity that is not familiar, please use a side search to understand what the concept
means, but DO NOT search URLs in order to evaluate a product/service website.

See details in URLs & Side Searching section below:

Errors and Bugs

Error Buttons
There are four types of issues you might come across when evaluating documents: Page Load Error, Missing Content, Wrong Language, and
Sensitive.
The following table describes what each of these errors might look like, as well as what you should do if you come across them while categorizing.

Issue Description Action Notes

Document fails to load any Select "Document did An example of this would be when the SRT widget fails to load
Page Load Error information not load"
● Screen is blank
● You do not see
the SRT interface
as shown in the
"How to
Categorize a
Document"
section

Document does not Select "Missing If you do not understand the content that is provided, perform
Missing Context provide enough context Content" a brief side search, if necessary, using a search engine to gain
for you to decide a a better understanding;
category.
● E.g, a login page However, not understanding the provided content is not a
or a blacked out scenario of Missing Context and the job can still be properly
screen. categorized.

Some or all of the Select "Wrong Choose "Wrong Language" when you are shown content in a
Wrong Language document is in a language Language" language that differs from the designated language of the
other than English or that queue you are categorizing in, leaving you unable to
differs from the designated determine the core focus of the document.
language of the queue,
preventing you from English is always acceptable.
understanding its core
Do not use if a mixed language document contains enough of
purpose and correctly
the designated language to categorize accurately.
assigning a category.
Context is key.

For mixed language jobs in which there might be a single word

such as 'transfer' or 'crime', there may be no way to determine
the overall theme of the job.

For jobs that have all text or audio in a language other than the
targeted language but except for a single recognizable entry
such as "5%" or "90%", it is likely that Wrong Language is
appropriate as well unless the rater is able to determine the
"aboutness" of the job with just the single recognizable entry.
This may be an infrequent situation.

The document contains Select "Prohibited Escalate to your manager immediately and report the Job ID
Prohibited material which is illegal Content" if the document contains:
and/or presenting an 1. Child Exploitation and/or Child Nudity
immediate danger or 2. Self-Injury/Suicidal statements or threats
threat. 3. A Time-Sensitive/Credible Threat

SRT Bug Report

Raters & Vendor Manager SRT Bug Report Process : If you are facing a SRT issue, please visit the Bug Report Playbook to learn how to report it.

4/ Document Type Examples

4a/ Custom Event Names

Description
‘Events’ are actions that happen on a website, such as clicks, adding items to a shopping cart, or searching. Many ‘events’ are standardized and
easy to understand.

Some events are ‘custom events,’ where a website developer can create a free-text name for an action on their site.
The ‘Custom Event Names’ you will see are free-text names for actions on websites.

They look like this:

● rating_prompt_submit4

● CTA_VerQR_SOLICITAR_HOSP

● community_tab_selection

● ouverture_d_une_requete
 ● Password_setup_button_pressed

Considerations
● Restricted Topics can be signaled by

Keywords present in the event name

Product or service keywords (i.e., named entities) in the event name

Event names explicitly indicating Restricted data values

Names that ONLY show that a value is shared, but do not explicitly specify a value

● If a business, brand, or product name is unfamiliar, use R2D2 to understand more about the product/service.

ONLY search the brand/business/product name

ONLY take the brand/business/product description into consideration

DO NOT search URLs in order to evaluate a product/service website

Examples

Custom Event Name example Restricted Topic tag Rationale

memorial_service_date Personal Loss Keywords present in the event name

subscriber_Fostering_Families_Today Adoption and Foster Care Keywords present in a product or service name that is
part of an event name

Bank Account Number: 78663**** Financial Credential Event names with explicit Restricted data values

4b/ Custom Audience and Custom Conversion Names

Description

Custom Audiences Names are titles for targeting groups advertisers can create.

Custom Conversion Names are titles for user actions an advertiser may want to understand in order to optimize their ad campaign.

Considerations
● Restricted Topics can be signaled by

Keywords present in the audience/conversion name

Product or service keywords (i.e., named entities) in the audience/conversion name

Audience/conversion name explicitly indicating Restricted data values

Names that ONLY show that a value is shared, but do not explicitly specify a value

● If a business, brand, or product name is unfamiliar, use R2D2 to understand more about the product/service.

ONLY search the brand/business/product name

ONLY take the brand/business/product description into consideration

DO NOT search URLs in order to evaluate a product/service website

Examples

Custom Audience/Conversion Name Restricted Topic tag Rationale

example

“Is Hispanic Business” Ethnicity or Race Keywords present in the audience/conversion name

“Affordable Bail Bonds Home Page” Criminal Record Keywords present in a product or service name that is
part of an audience/conversion name

“ Credit Score < 600” Financial Status Audience/conversion names with explicit Restricted data
values
 4c/ Custom Audience and Custom Conversion Rules

Description

Custom Audience/Conversion Rules are the set of parameters and rules advertisers use to build a custom audience or a custom conversion.

The data for Custom Audience/Conversion Rules will look like a set of key:value pairs, such as,

● retention_seconds: 2592000

● value: payroll/employer/send/confirm

Considerations

● Restricted Topics can be signaled by

Keywords present in the audience/conversion rule

Product or service keywords (i.e., named entities) in the audience/conversion rule

Audience/conversion rules explicitly indicating Restricted data values

Rules that ONLY show that a value is shared, but do not explicitly specify a value

● If a business, brand, or product name is unfamiliar, use R2D2 to understand more about the product/service.

ONLY search the brand/business/product name

ONLY take the brand/business/product description into consideration

DO NOT search URLs in order to evaluate a product/service website

Examples

Custom Audience/Conversion Rule example Restricted Topic tag Rationale

value: us_non_citizen Citizenship Keywords present in the audience/conversion rule

contains_value: santaClara_Indian_health_center Ethnicity or Race Keywords present in a product or service name that is part
of an audience/conversion rule

tax_refund_amount > 1000 Financial Status Audience/conversion rule names with explicit Restricted
data values

4d/ Text/Event Data

Description

Text/event data is

● Structured or unstructured text (event name, query, custom data map) with personal information/user-specific data related to a restricted
topic category

● Structured or unstructured text (event name, query, custom data map) for products or services whose core purpose is related to a
restricted topic category

EVENT NAME CUSTOM DATA MAP QUERY

 Considerations

● Restricted Topics can be signaled by

Keywords present in the event name, custom data map, or query

Product or service keywords (i.e., named entities) in the event name, custom data map, or query

Event name, custom data map, or query explicitly indicating Restricted data

Fields that ONLY show that a value is shared, but do not explicitly specify a specific value

● Key:value pairs must indicate a value to be considered restricted. For example:

bloodtype: 'o-positive'

bloodtype''

● If a business, brand, or product name is unfamiliar, use a R2D2 to understand more about the product/service.

ONLY search the brand/business/product name

ONLY take the brand/business/product description into consideration

DO NOT search URLs in order to evaluate a product/service website

● There may be considerable noise and extra text around relevant keywords or values. Be sure to evaluate all parts of the structured or
unstructured text (event name, query, custom data map):

● Event name: title given to the information transmitted in this event

Example: Purchase

● Custom data map: key/value pairs separated by a colon; valid values in the key/value pair will generally be strings, numbers,
boolean, or ‘null’

Example: {content_type : vehicle,

content_category : suv_midsize,

year : 2012}

● Query: a series of query parameters

Example: sd_shorturl = 1; utm_medium = wa_transactional_growth

Examples

Text/Event Data example Restricted Topic tag Rationale

meal_plan_type: “weight loss” Weight Loss Keywords present in the text/event data

organization_name: “POW-MIA” Veteran Status Product or service keyword within text/event data
bloodtype: [options=a,b,o] Blood Type Text/event that could collect Restricted data types

SRT UI

● To assign a label

1. Copy segments of the inputs that indicate that this data is related to a restricted topic category.

a. For side-by-side jobs, select ALL relevant segments from BOTH samples, even if they are identical.

i. IMPORTANT: When a relevant segment is selected in the Filtered sample, the same segment will be present in the
Unfiltered sample. It MUST be selected in both samples.

b. Do not copy punctuation marks (e.g., parentheses, colons, slashes)

c. Only select other words or full phrases if they provide context

2. Paste segments will appear in the ‘Segment Text’ field.

a. Clicking Add Segment will create a pill showing your selected segment.

b. Clicking the x on the pill will delete the added segment.

5/ How to Use the SRT Chatbot (aka R2D2)

What is the SRT Chatbot?

● The Restricted Classification Taxonomy Chatbot (aka R2D2) is a supplemental tool found in the SRT interface

● Use R2D2 to translate and side-search URLs, non-English words, and brand/business/product/service names in Events, Audiences, or
Conversions

How should it be used?

● The R2D2 SRT Chatbot is very easy to use.

● Copy/paste the needed information from the job into the R2D2 text box.

○ You may need to separate words or adjust punctuation for R2D2 to understand

○ Full URLs can be given to R2D2

● Evaluate R2D2’s translation and/or explanation to determine if Restricted Topic categories apply
 What if R2D2 doesn’t give a clear answer?
If R2D2 is unable to give an answer that clearly signals whether or not an event, audience, or conversion is related to a restricted topic
category, use a Google side search. See below.

URLs & Side Searching

In Event, Audience, and Conversion classification workflows, you will come across full or partial URLs, sub-domains, and sub-pages.

However, the goal of this labeling exercise is NOT to evaluate any part of an actual webpage or website. The goal is to understand and tag the
contents of a rule, event, or event name. The models being trained on labeled data will not have access to the website associated with a URL,
therefore it should not be included in your evaluation.

It is crucial that you only use the information contained in the job text (e.g, event name, rule, structured/unstructured text) to make your decision:

ONLY search the concept or brand/business/product/service name

ONLY take the concept definition or brand/business/product/service description into consideration

DO NOT search URLs in order to evaluate a brand/business/product/service website

If no clear information is available, use your best judgment to determine whether the keywords in the brand/business/product/service URL are
related to a Restricted Topic category.

Examples

Job Example What can be side searched? What should NOT be side searched? Tag

"url": { “Hotmart” https://pay.hotmart.com/J91032903V?ch None Apply

"i_contains": eckoutMode=10
"https://pay.hotmart.com/J910
32903V?checkoutMode=10" According to a side search, ‘Hotmart’ is a This specific URL is for a digital Bible
“leading platform for selling and study service.
distributing digital products”

"url": { “90dayfertilityfix” https://www.90dayfertilityfix.com/do-it- Pregnancy & Childbirth

"i_contains": together
"https://www.90dayfertilityfix.c According to a side search the ‘90 day
om/do-it-together" fertility fix’ is “a preconception plan that URL is inactive
involves making lifestyle changes to
improve egg health and fertility”
Information Sources
When side searching, use snippets and Google Knowledge Graph to get information on the product/service/business in the URL or sub-page.

Google AI Overview can be used with caution. If a clear, unambiguous definition for the brand/business/product/service is available, this information
can be considered.

Snippets are the truncated

description of a website

Knowledge Graph is the right-

hand panel that appears with
linked data on a business or
entity

AI Overview is a summary of
web-based information

Subpages
You may come across a URL that appears in-scope of a Restricted Topic category, but it has a sub-page that is explicitly NOT in scope.

For subpages, if the subpage gives new and different information that is explicitly out of scope of a restricted topic category, please take this into
consideration.

Use information in subpages if it changes the scope of the product/service.

● Example: midtowndentalsacramento.com/job-openings

● Midtown Dental is a Healthcare Provider, but the subpage “job openings” changes the scope of the service. This page is NOT for a
healthcare provider service, but rather for a job posting.

Do NOT use information in subpages if it does not affect the nature of the product/service

● Example: https:\/\/siteproxy.ruqli.workers.dev:443\/https\/6dhealthcare.com\/thankyou

● 6d Healthcare is a Healthcare Provider. The subpage ‘thank you’ does not give any additional information to change this scope.

Standard Side Search Process

1. Log in on Facebook & Instagram account
2. Use Google Chrome as default browser
3. Use only Google search as search engine
4. Set the locale/region settings to United States (see Locale/Region Settings Instructions below)
5. Search only on the 1st page of search results

Locale/Region Settings Instructions

1. Go to www.google.com
2. Click settings on the lower ride side of the page
3. Select Search Settings
4. Select Region Settings

5. Click United States and then Save