Plan B
This is your home for Plan B: whether it's switched on, how you're paid for a recovered click, what the alternatives look like, and whether any of it is working.
Plan B catches clicks that can't earn anything — usually because the visitor is in a country the destination brand doesn't accept — and offers the visitor a compliant alternative instead.
The page has three tabs: Overview, Enrollment and Templates.
Overview
What Plan B actually did with your dead clicks over the period you've selected.
Every number on this tab counts diverts — dead clicks Plan B caught — and then splits them by what the visitor did next. The three outcomes are exclusive: every divert is exactly one of them.
Rates are shown as percentages of the diverts, not of your total traffic.
Impressions is blank on purpose. The landing page doesn't report back how many times it was rendered yet, so the figure is left empty rather than shown as zero — an empty cell means "not measured", and a zero would mean "measured, and it was none". Those are different claims and only one of them is true.
If a rate has nothing to divide by (no diverts in the period), it shows as a dash rather than 0%.
Below the headline figures you get the funnel from caught → engaged → recovered, and a breakdown by vertical and geo so you can see which combinations recover and which don't.
Enrollment
Whether Plan B runs on your clicks, and the commercial terms.
Plan B enabled
Off by default. Nobody is enrolled without turning this on. While it's off, nothing else on this tab has any effect — but you can still set it all up first, which is the safer order to work in.
Monetization model
How you're paid for a recovered click. This is a commercial choice, not a technical one.
- Paid — you're paid for the recovered click itself, as soon as the visitor takes the alternative. Your own links are offered first, then network links.
- Revshare — you share in whatever the recovered visitor goes on to generate, rather than being paid per click. Only network links are offered.
Default language
The language the alternatives page uses when it can't work one out from the visitor's location.
Auto-approve enrollment
Skips manual review when enrolling into the Plan B program.
Opt-out scopes
Places Plan B should never run, even while it's enabled. You can exclude a vertical, a country, an account, a link, or a traffic source. Add a note against each one so a colleague can see later why it's excluded (regulatory, a client request, a test).
Opt-outs save themselves as you add and remove them — they aren't part of the Save changes button above, which covers the enrollment settings only. And they aren't disabled while Plan B is off, so you can build the exclusion list before you flip the switch.
Templates
Which landing-page template the alternatives page uses, chosen per vertical — so a casino alternative can look different from an insurance one.
Preview opens the template as a visitor would see it. If preview is unavailable, the landing app URL isn't configured for your environment; that's an environment setting, not something you can fix here.
The words and images inside each alternative card aren't set here — those come from the creative, which is edited per brand link or offer.
If Plan B isn't doing anything
Work down the list; it's almost always one of these.
- Enrollment is off. Overview will be empty and no click can divert.
- An opt-out covers the traffic. Check the opt-out scopes for the vertical, country, account, link or traffic source involved.
- There were no dead clicks. Plan B only fires on clicks that couldn't be honoured. Healthy traffic never reaches it.
- There was nothing to offer. A dead click still needs an alternative that accepts that country. If no brand in the pool allows it, there's nothing to show. Check the brand's geo policy, and whether the account is withheld from Plan B inventory on its network.
- Plan B is switched off platform-wide. Screens will say so explicitly when that's the case.
When to ask for help
Contact your account manager if Plan B is enabled, you can see dead clicks in your reports, and Overview still shows no diverts at all over a period of several days.