<b>My approval rate dropped overnight — what changed?</b>

<b>My approval rate dropped overnight — what changed?</b>

Q: Same traffic, same offer, but approvals fell off a cliff yesterday. Why?

A: Sudden cliffs almost never come from your traffic — they come from a change on the other side. Walk this checklist before blaming yourself:

— The advertiser tightened their cap or KYC rules. A funnel that accepted Tier-1 verification now demands Tier-2, and your same leads suddenly fail.
— The offer hit its daily budget and late conversions got auto-rejected rather than queued.
— A new antifraud vendor went live on the advertiser side, recalibrating from zero with conservative thresholds.
— Tracking broke: a redirect, a postback, or a parameter silently stopped passing, so conversions log but don't validate.

The diagnostic that saves hours: compare a small sample of yesterday's rejects against last week's accepts. If the same profile now fails, it's their rules, not your quality.

Then message your manager with specifics: "Approval dropped from 78% to 41% on [date], same sub-IDs. Did the funnel or caps change?"

Short version: overnight cliffs are upstream changes. Check tracking and funnel rules before reworking your traffic.

Still stuck? Drop your case in the comments.