Equals To: In this case, the input string must exactly match with the URL on which the UET event fired. However, http(s) and www are ignored, as the rest of the string must match. For example, if the advertisers provide an input string of contoso.com, and the URL is http://www.contoso.com or https://www.contoso.com, Microsoft Advertising will consider it as a match and vice versa will also be true.