File DA-031 View as Markdown
Meta, TikTok and Google Ads
Ad platforms learn from your conversions. If bots fill your forms or run checkouts, Meta, TikTok and Google Ads start finding you more bots. Double Agent stops those conversions from reaching the platform when the visitor is a confident bot, and tags every visitor in Meta and TikTok. It works by itself once the pixel and the script are both on the page.
What is held back
A conversion is held back when the class is bot with a bot probability of 0.8 or more. Other events, such as PageView and AddToCart, always go through.
| Platform | Conversions held back |
|---|---|
| Meta Pixel | Purchase, Lead, CompleteRegistration, AddPaymentInfo, InitiateCheckout, Subscribe, StartTrial, SubmitApplication, Schedule, Donate, through fbq('track', …) or fbq('trackSingle', …) |
| TikTok Pixel | Purchase, Lead, CompleteRegistration, AddPaymentInfo, InitiateCheckout, Subscribe, StartTrial, SubmitApplication, Schedule, and the older names CompletePayment, PlaceAnOrder and SubmitForm, through ttq.track(…) |
| Google Ads | gtag('event', 'conversion', …) and any event sent to an AW- account through send_to, once the page loads a gtag/js?id=AW- script or runs gtag('config', 'AW-…') |
Holding back is not tracking, so it runs whatever the visitor's consent. A conversion sent before the first verdict is ready goes through. Put the script in the <head> so the verdict is ready early.
TikTok events sent to one pixel with ttq.instance('…').track(…) are not covered. Google Ads tags that Google Tag Manager fires itself are not covered either. Add a trigger condition there: see Google Tag Manager.
Change the rule
doubleagent.push('init', { block: { adConversions: 'bot+agent' } });| Value | Held back |
|---|---|
bot (default) | Bots with a bot probability of 0.8 or more |
bot+agent | Those bots, and AI agents that are not verified, with an agent probability of 0.8 or more |
none | Nothing |
Verified agents are never held back. An agent that shops for a real customer can be a real sale.
What Meta and TikTok get
fbq('trackCustom', 'DoubleAgentClassified', { da_class, da_agent, da_score, /* … all nine fields */ });
ttq.track('DoubleAgentClassified', { da_class, da_agent, da_score, /* … */ });Sent once per session, with ads consent. In Meta Events Manager you can build a custom audience or custom conversion on DoubleAgentClassified with da_class equal to human. Field values: Verdict.
Check it worked
Install the Meta Pixel Helper browser extension and open your site. It should list a DoubleAgentClassified event with da_class in its parameters. In Events Manager, Test events shows the same.
Next: Google Tag Manager if your ad tags run through GTM, or How integrations work for the other tools.