<b>SOP: Build a 3-deep fallback chain that never dead-ends</b>

<b>SOP: Build a 3-deep fallback chain that never dead-ends</b>

Purpose: ensure no click ever lands on a blank page when an offer pauses or caps out.

☐ Step 1 — Set the primary by EPC, not payout. The highest-paying offer is useless if it rejects 60% of the geo.
☐ Step 2 — Pick fallback A from a different advertiser. Same advertiser often pauses a whole vertical at once.
☐ Step 3 — Pick fallback B as a house offer or your own catch-all page. Zero downtime, you control it.
☐ Step 4 — Add a final hard redirect to a safe landing, never a 404.
☐ Step 5 — Log which level served each click. If fallback B fires above 5%, your primary is broken.

Repeat the audit weekly; advertiser status changes faster than you think.