Morph DocsRules
How personalization rules work in Morph — creating, editing, and managing rules.
A rule is the core unit of personalization in Morph. Each rule targets a specific Framer component and defines one or more variants that can replace it based on visitor conditions.
Creating a rule
- Click Create Rule in the Rules tab
- Select a component on your Framer canvas — this becomes the default variant
- Name the rule (e.g., "Hero Headline", "CTA Button", "Pricing Section")
- Add variants and conditions
The selected component must have a data-framer-name attribute (most named layers in Framer have this automatically). Morph uses this attribute to identify the element on the published site.
Rule structure
Each rule contains:
- Name — a human-readable label for identification
- Parent node — the Framer component being personalized
- Variants — alternative versions of that component, each with their own conditions
- Status — Draft, Active, or Paused
Rule states
| Status | Behavior |
|---|---|
| Draft | Rule exists in the plugin but is not synced or served to visitors |
| Active | Rule is synced and the runtime evaluates it on every page load |
| Paused | Rule is synced but the runtime skips it — useful for temporarily disabling without deleting |
Editing rules
Click any rule in the list to open the editor. From here you can:
- Rename the rule
- Add or remove variants
- Modify conditions on existing variants
- Change the rule's status
- Delete the rule entirely
Saving and syncing
Changes you make in the plugin are local until you save. When you click Save, Morph syncs your rules to the backend. The runtime script picks up changes within 5 minutes (the cache TTL for the runtime endpoint).
If you need changes to take effect immediately, republish your Framer site — this forces a fresh runtime fetch.
Limits
The number of rules you can create per site depends on your plan:
| Plan | Rules per site |
|---|---|
| Free | 3 |
| Pro | Unlimited |
| Business | Unlimited |