Checklist: Device-split a smartlink that ignored desktop

Checklist: Device-split a smartlink that ignored desktop

A mainstream smartlink ran one mobile-first offer to all traffic. Desktop was 14% of clicks and converted at a third the rate.

What we did:
☐ Step 1: Segment the report by device — desktop EPC $0.08 vs mobile $0.29.
☐ Step 2: Confirm the offer's landing page was non-responsive on desktop (manual check).
☐ Step 3: Add a device rule: desktop → a separate desktop-optimized offer; mobile → keep current.
☐ Step 4: Route tablet to the mobile branch (tested both, mobile won).

Outcome over 14 days: desktop EPC rose from $0.08 to $0.21 (+162%), lifting blended EPC from $0.26 to $0.29. Desktop stopped being dead weight.

Repeat weekly: check each device tier as a standalone EPC line, never trust the blended number.