SOP: Repeat-visitor handling — round-robin vs sticky routing

SOP: Repeat-visitor handling — round-robin vs sticky routing

Step 1 — Decide what a returning user should see. Same offer again (sticky) or the next in rotation (round-robin)?
Step 2 — Use sticky routing when:
☐ The offer has a multi-step funnel — sending a returning user to a different offer wastes the warm-up
☐ Attribution needs consistency for the advertiser
Step 3 — Use round-robin / fresh roll when:
☐ Single-action offers where a repeat visitor likely won't convert on the same one
☐ You want to test a second offer on bounce-backs
Step 4 — Implement stickiness with a short-lived cookie or click_id map, expiry matched to the conversion window.
Step 5 — Always have a non-sticky fallback for cookie-less returns, or returning in-app users break the logic.

Tradeoff: sticky preserves funnel continuity; round-robin gives a second shot but breaks attribution.

Review repeat-visitor conversion lift per method monthly.