EF Helpdesk

Forwarding Rules allow you to redirect Offer traffic to an alternative Offer, Offer URL, Smart Link, or Destination URL based on predefined conditions.

Why Use Forwarding Rules?

Redirect traffic based on targeting conditions (e.g., Partner, Sub ID, Source ID).
Ensure seamless traffic routing when an Offer is paused or unavailable.
Optimize conversions by forwarding users to more relevant Offers.

Heads Up! Partners must be approved to run the Offer they are forwarded to.

Forwarding Rules remain active on paused Offers only if:

The global setting “Enable Fail Traffic and Forwarding Rules when Offer is paused” is enabled by going to Control Center -> Platform Configurations -> General -> Global Settings

The Advertiser associated with the Offer is active

How to Set Up Forwarding Rules

Access Forwarding Rules

Navigate to Offers -> Manage

Select an Offer and go to the Forwarding Rules tab

Click Add Forwarding Rule to create a new rule

Configure the Forwarding Rule

Define Conditions

Give your Forwarding Rule a name and set its status (active/inactive).

Define which Offer URLs and Partner properties the rule will apply to.

Choose a Destination

Select where the traffic should be forwarded: Partners must be approved for the Offer they are being forwarded to.

Set Targeting Rules (Optional)

If a click matches the targeting criteria, the Forwarding Rule will be applied.

If a click does not match, the Forwarding Rule will not be applied.

If no targeting is defined, all clicks will be forwarded.

Configure Variables (Optional)

You can forward clicks based on Sub ID/Source ID values by selecting a Match Type.

If no values are entered, all clicks will be forwarded.

How Destination URL Priority Works

If multiple Forwarding Rules apply to the same Partner, the system chooses the first rule that matches the click.
Rules targeting specific Partners are processed first before rules that apply to all Partners.
If the forwarded Offer has Fail Traffic rules, those rules will still apply.

Example 1: Fail Traffic & Forwarding Rules

Fail Traffic is enabled on Offer A, which sends clicks to Offer B.
Forwarding Rule on Offer B sends traffic to Offer C.
When a click fails on Offer A, the traffic follows this path:

A → B → C

Note If "Pay Partner" is disabled, the Partner will not be paid for conversions on Offer C.

Example 2: Partner-Specific Forwarding Rule

Offer A has a Forwarding Rule that sends traffic to Offer B for Partner 123.
Partner 123 sends a click to Offer A.
The system redirects the click to Offer B based on the Forwarding Rule.
If a user converts on Offer B, a Postback is fired to Partner 123.

How to View Forwarded Traffic in Reporting

Forwarded traffic appears in all Platforms (Core, Advertiser, and Partner).
Clicks that are forwarded will be marked as Invalid Clicks on the initial Offer.
The same forwarded clicks will appear as valid Clicks for the new Offer.

To view Forwarded Clicks: