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Campaign traffic loss: causes and fixes

Traffic loss is when the Offer Page of a The White Rabbit (TWR) campaign gets far fewer visits than the ad clicks. The first step is to check in Charts where those clicks went: whether they never reached TWR, went to the Safe Page or were flagged as bots.

Confirm you are losing traffic

Before changing the campaign, compare the number of ad clicks with the number of Offer Page visits, on the campaign's Charts tab.

Three things to watch for:

Use the same period on both dashboards.
Look at one campaign at a time, not several combined.
Check your account timezone. TWR uses UTC 0 by default, and you can change it in your profile, Account tab, Preferences block, Timezone field. Set the same timezone as your traffic source so both dashboards cover the same period.

A few percent of difference is not traffic loss: each platform has its own reporting delay. Look for the case where the Offer Page gets a small fraction of the clicks, or none.

See where the clicks went

Still on the Charts tab, visits are split into Total requests, Offer page, Safe page and Bots. Compare these numbers with the ad clicks:

What Charts shows	What it means
Total requests far below the clicks	The clicks are not reaching TWR
Safe page or Bots with almost every visit	The clicks arrive, but TWR doesn't consider them qualified

Visits flagged as Bots are also sent to the Safe Page. That's why the loss doesn't always show in the Safe page number: if it's low and the Offer Page is low too, check Bots.

Test the campaign in your browser

Open the campaign URL in your browser. You should land on the Safe Page, because TWR reads that visit as unqualified. That confirms the campaign is responding.

To see the Offer Page, use the Test Offer button inside the campaign and turn the test off when you are done.

Causes when clicks don't reach TWR

Cause	How to spot it	Fix
Domain no longer pointed	Opening the domain without the campaign slug doesn't return "Access Denied"	Review the CNAME record and confirm the domain is still active and pointed to TWR
URL changed	The URL in the ad isn't identical to the one in the dashboard: a missing trailing slash, an extra space, one changed character	Copy it again from the dashboard and paste without editing
Unpack PHP in the wrong place	In an Unpack campaign, the ad address doesn't open the PHP file downloaded from the campaign	Install the PHP on your hosting and use the installation address as the ad URL

Causes when clicks arrive but don't go to the Offer Page

Cause	How to spot it	Fix
URL without the parameters	The ad has only the campaign address	Paste the parameters into the source's own field, or append them to the URL
Wrong separator	Parameters pasted onto the URL without `?`, or with `?` repeated in the middle of them	In the source's own parameter field, paste them without `?`. Only when everything goes into a single URL does the first parameter take `?` and the following ones `&`, with no spaces
Parameters broken in transit	The link went through a messaging app before reaching the media buyer	Always transfer it in a plain text file
Country outside the segmentation	The ad runs in a country not selected in the campaign	Select in the campaign every country the ad runs in
Device outside the segmentation	The ad runs on a device not selected in the campaign	Select in the campaign every device the ad runs on

Country and device are the most frequent causes. The campaign must cover everything the ad runs on: whatever is left out becomes an unqualified visit, even when it's a real click. Selecting more countries or devices than the ad uses does not cause traffic loss, so when in doubt, be broad.

If none of this solved it

Talk to support through the chat. The team can review your campaign setup and requests and point out where the difference is.

Updated on: 03/10/2026

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