SmartLink Campaign Startup Error TOP-10

Introduction: SmartLink is not a black box, but a hypothesis router

SmartLink (router/auto-optimizer) distributes the flow to offers on the network/platform side. It speeds up tests, but does not replace tracking, compliance and quality work. Below are ten errors that "eat up" margins and spoil the reputation of traffic.

Error # 1. "We start all traffic in one SmartLink without KPI"

Symptoms: look only at clicks/EPC; decisions are made "by eye."

How to fix:

Fix targets: target CPA/Payback, CR (reg→FTD) thresholds, 2nd-dep rate, D7/D30.
Consider incrementality vs. static offer (A/A or A/B).
Keep records of the source/creative/geo/device.

Error number 2. Broken postbacks and uncoordinated events

Symptoms: The network sees FTD and you don't; delays> 1-2 hours; different time zones/currencies.

How to fix:

Configure s2s postbacks: reg/KYC/FTD/2nd dep; single'clickid/utm 'schema.
Enable auto-retry, latency alerts> 15 minutes and error log.
Synchronize timezone/currency, enable event deduplication.

Error number 3. Mixing GEO/devices/sources in one stream

Symptoms: router "average" indicators, loses the best ligaments.

How to fix:

Divide into multi-arm streams: GEO × device × source (for example, LATAM-Android-Push separately from EU-iOS-InApp).
Each stream has its own cap and pacing, frequency limits.

Error number 4. Belief in a "magic" auto-optimizer without whitelists/blacklists

Symptoms: the router sends traffic to obviously weak/gray offers.

How to fix:

Require white/black-list offers from the network, manual pins/exceptions.
Fix escalation rules when CR falls and deviations grow.

Error number 5. Ignoring compliance and pre-moderation of lands/creatives

Symptoms: account/creative locks, FTD deviations, payment freezes.

How to fix:

Creative guide: 18 +, responsible disclaimers, prohibition of "easy money "/false promises, no brand-bidding.
Pre-moderation of lands/creatives and incident log by source.

Mistake number 6. Zero protection against incent/bots and KYC pharma

Symptoms: high CTR at zero FTD; spikes in overnight registrations; chargebacks.

How to fix:

Connect anti-fraud: device fingerprint, IP/ASN, velocity rules, behavioral anomalies.
Keep a black/white list of sites/apps/sub-ID; close controversial cases according to the procedure.

Error number 7. No A/B prelands and speed control/UX

Symptoms: high click → low reg; fall on the first screen.

How to fix:

Test prelands (UGC/social evidence/FAQ/mechanics), TTFB/speed and coronavirus.
Localize currency/language/payment icons for GEO.

Error number 8. Scale without statistics and caps

Symptoms: budget burn on the 1st day; audience burnout.

How to fix:

Decision threshold: ≥300 -500 clicks or ≥30 -50 reg before shutdown/scale.
Daily budget per flow = 3-5 × target CPA, frequency cap on top funnels.

Mistake number 9. Reliance on EPC instead of cohort quality

Symptoms: good EPC but low D7/D30 and 2nd-dep; negative NGR.

How to fix:

Трекать ARPU_D7/D30, 2nd-dep rate, Retention, Refund/Chargeback rate.
Index payout/rates against cohort quality, not EPC.

Mistake number 10. No operating system: documentation, retro, alerts

Symptoms: the same mistakes are repeated; knowledge is lost in chats.

How to fix:

GEO/source playbooks, UTM/IDs templates, incident regulations.
Retro weekly: hypothesis → result → transfer of insights.
Alerts: Postback delays, CR spikes, spikes in suspicious ASNs.

Metrics and formulas (minimum set)

EPC = Revenue / Clicks eCPC = Spend / Clicks

CR(click→reg) = Reg / Clicks, CR(reg→FTD) = FTD / Reg
CPA = Spend / FTD, Payback = CPA / ARPU_D30
2nd-dep rate = Users with 2nd dep / FTD
LTV/CAC ≥ 3 by Day 90 - a benchmark for sustainable scale

Checklist before SmartLink launch

Targets: Target CPA, Payback, CR and 2nd-dep thresholds, D7/D30
s2s postbacks reg/KYC/FTD/2nd dep; timezone/currency agreed
Streams are separated: GEO × device × source, mouthguards and pacing are set
White/black lists of offers, manual pins, escalation regulations
Antifraud is connected; incident log; dispute politics
Prelands/lands are localized; speed/UX tested
Stop/scale rules and statistic threshold are set

Check-list "First week"

Alerts for postback delay> 15 minutes and CR anomalies
SmartLink vs. Static Offer
Blacklist replenished: sites/apps/ASN/sub-ID
FTD Quality White Listings Adjustment

By day 30

Cohort report: ARPU_D7/D30, 2nd-dep, Retention, Chargeback
Indexing payout/quality rates; budget redistribution
Updated playbook: winning angles/lands/sources; closed "dead" ligaments

Red flags (better to leave right away)

No event-level data and API, only "screen from the office"

Vague rules for offsetting FTD/write-offs and eternal transfers of payments
Pressure on incent/gray sources; ignoring creative guides of sites
The router does not allow you to manage white/black lists and manual pins

30-60-90 SmartLink Campaign Plan

0-30 days (Pilot and data hygiene)

Sign DPA/SLA, include s2s and alerts; Start A/B with a static offer.

Break traffic into GEO streams × device × source; include prelands; set the mouthguards.

To collect "gold" dashbord: eCPC → CR → CPA → ARPU_D7/D30 → Payback.

31-60 days (Scale and quality)

Index rates for cohorts; expand victorious flows; close "garbage."

Clarify white/black-lists of offers; strengthen anti-fraud with thresholds.

Implement BI showcases: cohort revenue, 2nd-dep, retention, chargeback.

61-90 days (Sustainability and auditability)

Uptime tracking stress test; incident regulations and backup channels.

Fix payout braces, SLA moderation/debriefing.

Retro on hypotheses; roadmap of improvements to prelands/creatives/sources.

SmartLink is a powerful test accelerator if it is built into a disciplined data, compliance and anti-fraud circuit. Capture goals, protect tracking, split streams, manage offer rotation, and make decisions on cohort quality, not EPC. Then SmartLink will cease to be a "black box" and become a managed profit router.