How to use filters in Data Activation

  • Published on Mar 12, 2026
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Filters let you to control which event types are forwarded through your event connectors. You can create filters separately and then add them to one or more event connectors. This makes it easy to reuse filters or combine them without having to redefine them for each connector. Once you link a filter to a connector, it sends only the events defined in the filter. If no filter is configured, the event connector attempts to send all data.

Note that you can't create reverse or negative filters. This means you select only the events you want to receive, rather than excluding the ones you don't.

Example:

You create 3 filters for the following events: pageView, conversion, and customer fact. You then add the pageView and conversion filters to your Azure Event Hubs connector.

If the following events occur:

  • pageView

  • pageView

  • customer fact

  • conversion

  • pageView

The Azure Event Hubs connector receives:

  • pageView

  • pageView

  • conversion

  • pageView

The customer fact filter exists but isn't linked to the connector, so those events aren't forwarded.

Note

Filters don’t currently work with the Facebook Conversions connector.

Instructions

Create a filter

  1. In Data Activation, go to Connectors and select Filters.

  2. Click Create.

  3. Enter a name that describes the events or type of events you're adding.

  4. Click Add an event.

  5. Select the event. For facts and engagements, also select the event type.

  6. Repeat steps 4 and 5 to add more events to the filter.

  7. Click Create filter.

Edit or delete a filter

To edit a filter:

  1. In the filter list, click the Pencil icon for the filter you want to edit.

  2. Add or remove any filter criteria.

  3. Click Update filter.

To delete a filter, click the bin icon on the right side of the screen.

Add a filter to a connector

A filter doesn't take effect until you link it to a connector. Once linked, the filter becomes active immediately, and only the defined events are sent to the destination.

To link a filter:

  1. On the Data Activation platform, select Connectors in the left-side navigation bar.

  2. Click the connector you want to apply the filter to.

  3. Click Add filter.

  4. Click Update.

You can check whether a filter is already in use on the Filters page and looking at the "used in" icon.

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