What is a fallback campaign?
A fallback campaign acts as a default destination when the original campaign is unavailable or unable to process traffic. In such cases, users are automatically redirected to a fallback campaign or fallback URL instead of experiencing a broken flow or failed landing page.
Why Does Fallback Happen?
Fallback traffic may occur due to scenarios such as:
Poor internet connectivity
Servers being unreachable
Campaign being inactive
Campaign paused due to caps being reached
When this happens, the traffic is automatically redirected to the configured fallback destination.
Use Cases
Preventing Traffic Loss
If a campaign becomes inactive unexpectedly, users can still be redirected to an active campaign instead of landing on an error page.
Maintaining User Experience
Fallback campaigns ensure users continue to see relevant content even during downtime or technical issues.
Redirecting Overflow Traffic
When campaign caps are reached, traffic can be redirected to another campaign to maximise monetisation opportunities.
Setting up Fallback Campaign
To enable fallback for your campaign, navigate to the specific campaign and choose Settings. From there, click on Fallback Traffic.
You can either select the campaign from the fallback campaign or redirect the traffic using the fallback URL.
Fill in the below details and click on Save
How to view the fallback campaign report?
To view the traffic in the fallback campaign, you can view its report and select "Referrer Campaign" to see from which campaign the traffic is redirected.
To learn about fallback traffic setup, please click here.
Tips
Always configure a fallback campaign for high-traffic campaigns.
Use relevant fallback offers to maintain conversion potential.
Regularly test fallback redirects to ensure they work correctly.
Keep fallback campaigns active and updated to avoid broken user journeys.
Use fallback URLs that closely match the original campaign category for better user experience.
Note:
If Campaign X redirects traffic to fallback Campaign Y, then Campaign X will appear under the Referrer Campaign field in the fallback campaign report.
Regularly monitoring fallback reports helps identify inactive or problematic campaigns.
Before reviewing fallback behaviour, it’s recommended to check the campaign’s targeting rules, caps, and settings applied to the original campaign to understand the conditions under which the traffic was redirected.
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