Setting up GEO smart-link routing in 6 steps

Setting up GEO smart-link routing in 6 steps

One link, many GEOs, each routed to its best-paying offer. Done wrong it leaks margin; done right it lifts EPC (earnings per click).

▸ Step 1 — Map each GEO to its highest adjusted-margin offer (margin after rejection and hold, not headline CPA).
— Step 2 — Add a fallback offer per GEO so a paused campaign never dead-ends a click to $0.
— Step 3 — Route Tier-1 mobile and desktop separately — mobile FTD rates and offers often differ 20%+.
— Step 4 — Cap offers near their daily FTD limit; overflow should auto-route to your number-two, not waste clicks on a capped deal.
— Step 5 — Log the routed offer per click so you can compute EPC by route, not just blended.
— Step 6 — Re-rank routes weekly against fresh margin data.

The failure mode is set-and-forget: a routing table built in January is wrong by March as caps and payouts move.

Benchmark of the day: across ~15 smart-link setups, per-GEO routing lifted blended EPC 12-22% over a single global offer.