Exclude B2B orders from your conversions

Filter wholesale and B2B purchases out of the events so that the algorithms optimize for DTC buyers only.

What you'll build

A filter that stops wholesale and B2B orders from reaching a destination as purchase events.

B2B buyers arrive through direct sales relationships, not your campaigns. Their custom pricing and large order values skew ad optimization, value-based bidding, and your conversion benchmarks. Filtering them keeps the purchase signal DTC-only.

What you need

• B2B or wholesale orders flowing through your Shopify store

• At least one Littledata destination connected, for example Meta Conversions API, Google Ads, or Google Analytics

• Access to the Event Editor in the Littledata app

Steps

The steps are the same for every destination.

1

Open the purchase event

In the destination's Events tab, open the three-dot menu on the purchase event and select Edit.

The event name is different across destinations: Purchase in Meta, purchase in GA4, Placed Order in Klaviyo.

2

Open the Event trigger section

This is where the event's conditions live. With no conditions, the event is sent for every order; once you add conditions, it's only sent when they match. See Filter events with trigger conditions.

3

Add the condition

Add a condition that rules out orders marked as B2B:

Setup	Field	Operator	Value
Tagged orders	properties.tags	does not contain	wholesale

See Trigger conditions for the available fields and operators.

4

Save

Click Save to apply. The purchase event is now only sent for orders that pass the conditions, so B2B orders are dropped.

Destination notes

• Meta: no setup change needed in Meta itself. Expect average order value and ROAS to shift as wholesale pricing leaves the data; that is the correction working. Lookalikes seeded from purchasers no longer include wholesale buyers.

• Google Ads: apply the same conditions to the Google Ads connection so value-based bidding optimizes on DTC revenue only.

• GA4: this setup removes B2B revenue from GA4 reports entirely. If you still want that revenue visible, create a separate b2b_purchase event instead (see below).

• Klaviyo: apply the same conditions to Placed Order so wholesale buyers don't enter your DTC post-purchase flows.

Verify it's working

1. Place or wait for a wholesale order.

2. Confirm the order appears in Shopify but no purchase event arrives in the destination, for example Meta Events Manager or GA4 DebugView.

3. DTC orders should still come through as normal.

Make it yours

This setup conditions on how your store marks a segment. The same pattern works with any trigger condition:

• Condition on any field: order tags, customer tags, market, order total, or payment gateway.

• Want the B2B revenue visible rather than dropped? Create a b2b_purchase custom event with the same condition inverted, so the segment reports on its own without polluting purchase.