Using Fallback URLs
Fallback URLs provide a safety net when your tracking link cannot redirect to a primary target.
What is a Fallback URL?
A fallback URL is a backup destination where visitors are sent when no regular targets are available or eligible to receive traffic.
When Fallback URLs Are Used
Fallback URLs trigger in these scenarios:
All targets have reached their maximum click limits
No targets match the visitor geo-targeting criteria
All targets are paused or inactive
A visitor has seen all targets (in unique rotation modes)
Configuring Fallback URLs
To set up a fallback URL:
Open the link edit form
Find the "Fallback URL" field
Enter a valid HTTP/HTTPS URL
Click "Save Link"
The fallback URL must be a complete URL including protocol:
✅ Correct: https://example.com/fallback
❌ Wrong: example.com/fallback
❌ Wrong: www.example.com
Common Use Cases
Geo-Targeting Safety Net
When using country-specific targets, set a fallback URL for visitors from non-targeted countries.
Example: US and UK targets with a generic international page as fallback.
Daily Click Limits
If targets have maximum click limits, the fallback URL catches overflow traffic after limits are reached.
A/B Testing Completion
In unique rotation modes, fallback URLs handle visitors who have already seen all test variations.
Fallback URL Best Practices
Always Set a Fallback
Even if you think you won't need it, a fallback URL prevents visitors from seeing error messages.
Use Relevant Pages
The fallback should be related to your campaign. Don't send visitors to your homepage unless it makes sense.
Test Your Fallback
Occasionally test that your fallback URL still works and leads to appropriate content.
Advanced Topics
Tracking Fallback Visits
Clicks to fallback URLs are tracked in your statistics and can be monitored in several ways:
Enable the "Fallbacks" column in your dashboard (toggleable, hidden by default)
The Fallbacks column shows the count and rate of fallback redirects for each link
Click the fallback count to open detailed raw events for those fallback visits
Fallback visits appear in your raw events view