Checklist: Collapse 40 dead geos into one catch-all without losing money

Checklist: Collapse 40 dead geos into one catch-all without losing money

A smartlink had 40 individual geo rules, half pointing to expired offers. Maintenance was eating hours and several geos earned $0.

What we did:
☐ Step 1: Rank all 40 geos by 30-day revenue.
☐ Step 2: Top 6 geos = 91% of revenue; bottom 34 = 9% combined.
☐ Step 3: Keep explicit rules for the top 6, each with its own fallback chain.
☐ Step 4: Collapse the bottom 34 into one "Rest of World" branch → a broad multi-geo PPS offer.
☐ Step 5: Delete the 17 rules pointing at expired offers.

Outcome over 14 days: Rest-of-World EPC actually rose from $0.06 to $0.11 (the broad PPS offer beat the half-dead specifics). Rule count dropped from 40 to 7; QA time per smartlink fell ~70%.

Repeat quarterly: re-rank geos; promote any catch-all geo that crosses 3% of revenue into its own rule.