Articles on: TROUBLESHOOTING

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.
TWR runs on UTC 0, and your traffic source probably uses another timezone. A small gap between the numbers is normal, caused by the timezone and by each platform's reporting delay.

A few percent of difference is not traffic loss. 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.

Updated on: 28/07/2026

Was this article helpful?

Thank you!