EF Helpdesk

When the Fail Traffic feature is enabled, it ensures that every Invalid Click is redirected to an Offer that better matches the visitor, rather than leading to a blank error page.

What is Fail Traffic?

Common Reasons Clicks Are Marked as Invalid:

Targeting mismatches (e.g., user outside allowed geo, wrong device type)
Fraud detection mechanisms blocking traffic
Daily cap limits preventing additional clicks

Example: Certain Offers will have specific targeting settings. Let’s take for example an Offer that is only targeted towards US IPs. If a visitor from the UK clicks on that ad, this would count as an Invalid Click as the visitor does not match the targeted Geo.

Heads Up! By default, Fail Traffic does NOT apply to paused Offers.

To enable Fail Traffic for paused Offers:

Go to Control Center -> Platform Configurations -> Genertal tab -> Global Settings card.

Turn ON Enable fail traffic when an Offer is paused

How to Set Up Fail Traffic

Enable Fail Traffic on an Offer

Go to Offers -> Manage

Select the Offer you want to configure

Navigate to Fail Traffic and click Edit

Toggle Enable Fail Traffic

Choose the Redirect Mechanism

Priority

Creates a sequential flow for redirects.

If an Invalid Click occurs:

It is redirected to Offer 1.

If the user doesn’t meet Offer 1’s targeting, they move to Offer 2.

This continues down the list unless Smart Links or Offer Groups are used.

Best for: Ensuring users reach a valid Offer.

Weight

Sends a percentage of Invalid Clicks to each redirect Offer.

Example:

50% of Invalid Clicks go to Offer 1.

25% go to Offer 2.

25% go to Offer 3.

Best for: Distributing Invalid Clicks evenly across multiple Offers.

Priority OR Weight with Global Fail Redirect

If no valid redirect exists, clicks are sent to a Global Fail Redirect.

To enable Global Fail Traffic:

Go to Control Center -> Platform Configurations -> Global Settings.

Toggle Enable Global Fail Traffic.

Heads up Global Fail Redirects are NOT payable to Partners.

Pro Tip!

If you use Priority, the first redirect will always be tried first unless:

It has specific Fail Reasons.

Targeting Rules are defined.

The Offer is inactive.

Select the Destination Type

You can redirect Invalid Clicks to:

Offer → Sends users to a specific Offer.

If they don’t meet Offer-level targeting, they follow the Fail Traffic rules of that specific Offer, NOT the original Offer.

Offer Group → Randomly selects an Offer from a group and sends the invalid clicks there.

If the user doesn’t meet targeting for the selected Offer, they reach a blank page.

Pass Through → Sends the user to the original Offer landing page, but:

Conversions are set to Pending and require approval.

Revenue is not visible in top-level reports unless set to Approved.

Conversions do NOT count toward Advertiser invoices unless approved.

Pass-through conversions are never payable to Partners.

Smart Link (Recommended for Automated Optimization) Redirects Invalid Clicks into a Smart Link, following its logic.

If no valid Offers exist within the Smart Link, users go to the catch-all Offer or a blank/dead page.

Define Fail Reasons (Optional)

If you enable specific Fail Reasons, invalid clicks will be redirected only if they match the selected Fail Reason(s).

If no Fail Reasons are selected, all Invalid Clicks will be redirected.

Example:

Geo-Targeting Fail Reason is selected.

Only clicks failing due to geo restrictions will be redirected.

Clicks failing due to other reasons (e.g., daily cap) won’t be redirected.

Apply Redirect-Level Targeting (Optional)

Add targeting filters for Fail Traffic redirects.

If no additional targeting is set, all Invalid Clicks will be forwarded without filtering.

To ensure targeting is always considered, use a Smart Link as the destination.

If a Partner does NOT have visibility to a Fail Traffic destination, the click is sent to the next available redirect.

Apply Redirect-Level Targeting (Optional)

Add targeting filters for Fail Traffic redirects.

If no additional targeting is set, all Invalid Clicks will be forwarded without filtering.

To ensure targeting is always considered, use a Smart Link as the destination.

If a Partner does NOT have visibility to a Fail Traffic destination, the click is sent to the next available redirect.

Viewing Fail Traffic in Reporting

Partners can add the Redirect Traffic Rev column to these reports:

Offer Report
Sub ID Report
Daily Report
Smart Link Report
Flex Analysis
All Entity Detail Views

Heads Up! Fail Traffic clicks/conversions are NOT visible to Partners—only revenue is displayed.

Fail Traffic Examples

Example 1

A click fails to meet the original Offer Requirements, resulting in the user being redirected to Offer 14.
The original click is marked as Invalid.
Any subsequent clicks/conversions on Offer 14 are NOT shared with the Partner.

Example 2

The click fails to meet the original offer requirements.
If a click fails due to geo-targeting rules, then the user is redirected to Offer 14.
Two clicks would be tracked in this instance: an Invalid Click for the Original Offer + a valid click for Offer 14.
Since Pay Partner is enabled, the Partner sees all clicks, conversions, and payouts associated with Offer 14.

Heads Up! If the click failed for any other reason other than geo-targeting, then the user will be sent to the landing page of the Original offer and Everflow will stop tracking the click.

Example 3

The click fails to meet the original offer requirements.
The user has a 50% chance of:
- Passing through to the original offer (tracking is disabled on Everflow).
- Being redirected to Offer 14.
If redirected to Offer 14, the Partner earns credit for the new click and any conversions.

Heads Up! If the click does not meet offer-level requirements for Offer 14, the user will be redirected to the Fail Traffic Flow associated with Offer 14.

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