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Traffic Goes to White Page or 404: Filter Diagnosis

If a test click or real traffic lands on a white page or receives a 404 instead of a stream — it means the click did not pass the filters of any stream set in the campaign. Below is how to find the cause.

How the Campaign Decides Where to Send the Click

Stream sets are processed sequentially from top to bottom:

  1. The user clicks on the tracking link.
  2. The system checks the filters of the first stream set.
  3. If the user meets the conditions — they are directed to one of the streams within the set (according to rotation weights).
  4. If not — the next stream set is checked.
  5. If no set fits — the redirect policy (white page) is triggered.

In AND mode, all filters of the set must be met simultaneously, in OR mode — at least one.

Where the Unmatched Traffic Goes (Redirect Policy)

The behavior is set in the main campaign settings, with 3 options available:

  • 404 (NONE) — the user receives a 404 error;
  • URL redirect — redirection to an external URL;
  • System template (SYSTEM) — a ready-made white page: Gebml (for slots) or Plinko (for crash games).

If the 404 option is selected, "page not found" for filtered traffic is not a failure, but a result of the settings.

Common Causes

  1. Filters too narrow. For example, Country IS with a short list of countries plus Device Type IS Mobile: any click outside the geo or from a desktop will go to the white page.
  2. Conflicting conditions in AND mode. All conditions must be met simultaneously — check for mutually exclusive filters (for example, two conditions on one parameter with incompatible values).
  3. Unaccounted @empty. For the URL Parameter filter, the special value @empty means "parameter is absent or empty." Conditions like ext_click_id IS NOT @empty or sub1 NOT IN (__CID__, @empty) filter out clicks without source tags — including your test transition via a "bare" tracking link without parameters.
  4. Bot filters cut off test clicks. Recommended filter sets for Facebook and TikTok include Bot Detect, Proxy Detect, filters by User Agent, ASN, and browser (for example, Browser IS TikTok only allows clicks from the app). Test from a real mobile device; with geo-filter — through a VPN of the required country, but keep in mind that the enabled Proxy Detect filter may also cut off your VPN traffic.
  5. Inactive streams and campaign. An inactive campaign does not accept traffic. In rotation, traffic is distributed proportionally to the sum of active weights: a stream with the Active switch turned off or a weight of 0 does not receive traffic.
  6. Stream set without filters not at the end of the list. Such a set will intercept all traffic, and subsequent sets will not work — traffic will go somewhere you do not expect. Place sets without filters (catch-all) only at the end.

How to Check

  1. Copy the campaign's tracking link and open it in a browser — you should land on one of the configured streams or a white page.
  2. If you land on a white page, temporarily simplify the conditions: disable filters one by one or create a test campaign without filters and compare behavior.
  3. After the test click, check in the campaign statistics whether the click was recorded and in which stream set and stream it landed.

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