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    URL Exclusions

    URL Exclusions

    URL Exclusions

    URL Exclusions filters out any page that shouldn’t carry attribution credit: post-conversion steps, internal flows, or non-influential touchpoints, so they don’t distort performance.

    Why certain pages distort attribution

    Without exclusions, non-influential pages look like your best-performing content

    Without exclusions

    /thank-you
    89%
    /pricing
    54%
    /blog/attribution-guide
    41%

    With exclusions

    /pricing
    68%
    /blog/attribution-guide
    51%
    /features
    38%

    Always excluded (built-in)

    These patterns are excluded by default across all properties and cannot be removed

    18+ patterns
    /thank-you/confirmation/demo/confirmed/welcome/verify-email/order-complete/signup/confirmed/onboarding+10 more

    Adding Custom Exclusions

    Go to Settings → URL Exclusions to define which paths, parameters, or keywords should never appear as attribution touchpoints.

    How to add exclusions · 2 steps

    1
    Enter a URL Fragment

    This can be a path, a query parameter, or any keyword. Any page URL containing this string will be excluded from all attribution views.

    /booking/complete
    Add exclusion

    Example patterns:

    /thank-youutm_source=hs_automation_hsenc/demo/confirmed
    2
    Save, Applies Everywhere Instantly

    Once added, exclusions apply immediately across all attribution views: first touch, last touch, multi-touch, journey explorer, and pipeline intelligence. No waiting, no re-processing.

    How Exclusion Matching Works

    Substring matching · examples

    /demo→ matches →
    /demo/confirmed/demo/booked/demo/thank-you

    Matches any URL containing /demo anywhere

    _hsenc→ matches →
    https://nexahq.com/?_hsenc=123blog/post?_hsenc=abc

    Matches any HubSpot-tracked link regardless of campaign

    Your exclusions

    Custom patterns you’ve added, with remove option

    /hubspot-preview
    utm_source=Salesforce
    /demo/booked
    Pro Tip: Only exclude pages that a user cannot reach without converting. Don’t exclude your pricing page or contact form, these are critical touchpoints that deserve attribution credit.

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