The Fallback url is used for unsold, cookieless traffic that has been returned from the ad network.

You need to set up Fallback url after checking if there is any unsold traffic in the ‘Back & Fallback URL’ report here - If you do not see any activity there, then you do not need to set up fallback.

To add Fallback url you need to press "Add creatives" right next to Fallback campaign

We recommend using creatives of ad networks with 100% fill rate or your own websites.

For creatives of ad networks choose an ad network name from dropdown list, click ‘link’ button and select creative to link. For your own website add ‘Link url’ manually.
NB! For fallback use creatives and websites which have not been used elsewhere before.
You may add more than one creative.

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