Pre-defined Rules


Pre-defined rules may be set up automatically with new ObservePoint WebAssurance accounts. Some of these can be used as-is while others need additional custom configuration to make them work in your environment. 

The rules are divided into labels for Adobe Analytics, Google Universal Analytics, and SEO Audit. Each of them have the Best Practice label.

Note: Not all accounts have all the rules. Contact your Customer Success Manager to enable or disable any of these rules.

Adobe Analytics Rules

Labels: Best Practice, Global Standard - Adobe Analytics

Campaign Variable is Set

Checks that the Adobe campaign variable (v0) is set. Used to catch campaigns being recorded on non-landing pages.

Custom Link Name is Set with Link Type

Checks to see that the link type variable ( pe) is set to lnk_e (exit link), lnk_d (download link), or lnk_o (custom link) when the pev variable is set on an Adobe Analytics tag.

Custom Link Type is Set with Link Name

Confirms that pev2 (link name) is set when the Adobe Analytics pe (link type) is set on a page.

Events Variable has Valid Value

Confirms that the Adobe Analytics event variable has valid values. It looks for the standard e-commerce events or any other value starting with event and ending with 1-4 digits. The events variable can hold multiple values.

PageName & Channel is Set

Validates that the Adobe Analytics pageName and ch (channel/site section) variables are set.

Products Variable Format Correct

Verifies that each element of the Adobe Analytics product variable is separated with a semi-colon.

Report Suite Doesn't contain Dev or QA

This looks for Adobe Analytics report suites that have been created for development or testing purposes. This rule may require additional setup to define custom names for your non-production report suites.

Google Universal Analytics Rules

Labels: Best Practice, Global Standard - Google Analytics

Global Variable Rules

Looks for any value set in dt (document title) and a valid value in t (hit type). The hit type values can be: pageview, event, transaction, item, social, exception, timing, or screenview.

Google Analytics - Campaign Value not Set

Looks for the absence of campaign query string parameters in the dl (document location) variable. The rule fails if it finds any of the following from the document's URL: utm_medium=, utm_source=, utm_content, or utm_campaign=.

Google Analytics - Event Values

Confirms that the event variables are set when t (hit type) is equal to event. Event variables ea (event action), el (event label), and ec (event category) must also be set.

Google Analytics - Timing Value

Validates that the timing variables are set when t (hit type) is set to timing. The following variables must also be set to any value: utt (user timing time), utv (user timing variable), and utc (user timing category).

SEO Audit Rules

Labels: Best Practice, Global Standard - SEO Audit

The following rules check for common Search Engine Optimization best practices. They must be configured with the ObservePoint Data tag, which requires the assistance of your Customer Success Manager. The ObservePoint Data tag is a custom tag that is not set on a page, but rather is set with a JavaScript snippet during the run of an audit using an Execute Action. Each of the rules below correspond to a JavaScript snippet that must be configured inside the audit.

Canonical URL Check

Checks to make sure that the canonical URL is valid and returns a page.

H1 Check

Makes sure the document has at least one H1 tag.

H2 Check

Makes sure the document has at least one H2 tag.

Hidden Content

Checks to see if the page contains content that is served after the page has loaded, content loaded with JavaScript, or content hidden with display=”none” style.

Href Lang URL Check

Verifies that the Hreflang meta tag contains a valid redirect URL so that the proper version of the page is served for different languages.

Image_Alt Check

Checks that all images on each page contain an alt tag for better accessibility.


Checks to see if all images on each page have size attributes to help the page render faster.

Meta Description Check

Validates that the description meta tag is present and not empty on all pages and that it does not exceed the 155 character limit.

Meta Viewport Check

Checks to make sure the viewport meta tag contains a viewport size.

Page Size Check

Checks to be sure that each page is no larger than 500K.

Page_Title Check

Verifies that the page title tag has more than 10 characters but fewer than 66 characters.

Word Quantity Check

Checks that each page has 500 words or more.

Did this answer your question? Thanks for the feedback There was a problem submitting your feedback. Please try again later.