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# Traffic going to the Safe Page: causes and fixes

When almost every visit to a The White Rabbit (TWR) campaign lands on the Safe Page and the Offer Page gets little or nothing, the reason is almost always a configuration detail. This article shows how to confirm you are losing traffic and which causes to check, in order.

## 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.

## 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.

## Most common causes

| Cause | How to spot it | Fix |
|---|---|---|
| **URL or parameters 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 |
| **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 |
| **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 |
| **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 |

||| The last two are the most frequent. The campaign must cover everything the ad runs on: whatever is left out becomes an unqualified visit and goes to the Safe Page, 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 point out where the difference is.