Paths and Rules

This is the engine that decides which destination URL each visitor sees. Two layers:

1. Default Paths — the baseline distribution. Without rules, every visitor goes through here.
2. Rules — conditional overrides. If a rule's criteria all match, the rule's paths are used instead of the default.

Rules are evaluated first (highest priority wins). If no rule matches, the default paths are used.

Default Paths​

Each link has at least one default path. A path contains one or more landing pages, offers, or direct URLs — the actual destinations that get picked from.

When a visitor arrives, the link's Distribution Type determines how the path's URLs are picked.

Distribution Types​

Distribution Type	How the URL is picked
Random	Equal-probability random pick across all enabled URLs
Weighted	Weighted random — each URL has a weight; pick probability is proportional
Sequential	Cycle in order: 1st visitor gets URL A, 2nd gets URL B, 3rd gets URL A, etc.
Geo	Picks based on geo rules; falls back to first URL if no rule matches

Adding Paths​

A link can have multiple default paths, each with its own weight. Use this when you want grouped distribution — e.g. "70% of traffic to Path 1 (which has its own A/B test inside), 30% to Path 2 (different campaign)."

Path Weights​

Each path has a numeric weight. When the system picks a path, it picks proportionally to weight:

• Weights 1, 1 → 50/50 split
• Weights 70, 30 → 70/30 split
• Weights 4, 1 → 80/20 split

Weights don't have to sum to 100 or any specific number. The system normalizes them.

URL Weights Inside a Path​

Within a single path, each URL (landing page, offer, or direct URL) ALSO has its own weight. The same proportional pick applies.

So you can have a setup like:

• Path 1 (weight 70) → A/B between Lander-A (weight 1) and Lander-B (weight 1)
• Path 2 (weight 30) → Always goes to Offer-X

70% of clicks split 50/50 between Lander-A and Lander-B. 30% of clicks go to Offer-X.

Direct URL vs Lander vs Offer​

Three ways to add a destination to a path:

Type	When to Use
Direct URL	One-off destinations you don't reuse elsewhere. Just paste the URL.
Lander	Reusable landing pages defined in Landers. Same lander can be added to many paths across many links.
Offer	Conversion-tracked destinations defined in Offers, often with payouts and caps.

The mechanics are identical from the visitor's perspective — the system picks one URL and redirects to it. Landers and Offers are organizational conveniences for managing destinations across many links.

Rules​

A Rule overrides the default path distribution when its criteria all match the visitor.

Anatomy of a Rule​

Field	What It Does
Name	Free-form label for the rule
Priority	Higher numbers evaluated first. If multiple rules match, the highest-priority one wins.
Bot	When ON, this rule only matches bot visitors. When OFF (default), only non-bot visitors.
Enabled	Disabled rules are skipped entirely
Criteria	List of conditions ALL of which must match (AND logic)
Paths	The destinations to use when this rule wins

How Priority Works​

Rules are sorted by priority descending. The first one whose ALL criteria match is selected. Lower-priority rules below a matching rule are not evaluated.

Example:

Rule	Priority	Criteria	Result
US Mobile Special	100	country_code is US AND device_type is mobile	Highest priority
US Default	50	country_code is US	Mid priority
Default Path	(no rule)	(matches everything that no rule caught)	Fallback

A visitor from US on a mobile device matches the first rule (priority 100) and gets that rule's paths. The "US Default" rule never evaluates.

A visitor from US on desktop misses the first rule (mobile criterion fails), matches "US Default" (priority 50), and gets that rule's paths.

A visitor from Germany matches neither rule and falls through to the link's default paths.

Adding Criteria​

Each criterion has three parts:

• Field — what visitor attribute to check (country_code, device_type, utm_source, etc.)
• Operator — how to compare (is, is not, contains, matches regex, etc.)
• Value — what to compare against

Available Fields​

Grouped by what they describe:

Geo (from visitor's IP address)​

Field	Examples
country_code	US, GB, BR
country_name	United States
region_code	CA (California), NY
region_name	California
city	Los Angeles
postal_code	90210
timezone	America/Los_Angeles
latitude / longitude	numeric coordinates

Device (from visitor's User-Agent)​

Field	Examples
device_type	desktop, mobile, tablet
device_brand	Apple, Samsung, Google
device_model	iPhone 15, Galaxy S23
os_name	iOS, Android, Windows, macOS
os_version	17.0, 14
browser_name	Chrome, Safari, Firefox, Edge
browser_version	119.0

Network​

Field	Examples
isp	Comcast, T-Mobile USA
connection_type	wifi, cellular, cable, dsl
is_proxy	true / false
is_vpn	true / false
is_tor	true / false
is_datacenter	true / false
ip_address	203.0.113.42

Bot Detection​

Field	Examples
is_bot	true / false
bot_name	Googlebot, Bingbot
bot_category	search engine, crawler

Language​

Field	Examples
language_code	en, es, fr
language_name	English, Spanish

UTMs and Click IDs​

Field	Examples
utm_source	facebook, google
utm_medium	cpc, email
utm_campaign	spring-promo-2026
utm_content	headline-a, image-blue
utm_term	(search keyword)
utm_id	(campaign identifier)
click_id_type	gclid, fbclid, msclkid, ttclid, etc.
click_id_platform	google_ads, meta, microsoft_ads, tiktok_ads

Referrer​

Field	Examples
referrer_url	https://example.com/some-page
referrer_domain	example.com

Custom Variables​

Field	Examples
external_id	(your own tracking ID from URL)
v1 through v10	Custom variables 1-10. Mapped via Sources.

Time-based (computed)​

Field	Examples
hour_of_day	0 through 23 (UTC)
day_of_week	mon, tue, wed, etc.

Operators​

Operator	Meaning	Example
is	Exact match (case-insensitive for strings)	country_code is US
is not	Inverse of "is"	country_code is not CA
contains	Substring match (case-insensitive)	user_agent contains iPhone
does not contain	Inverse of "contains"	referrer_url does not contain spam-domain.com
matches	Regex match (case-insensitive)	utm_campaign matches ^summer-
in	Value is one of a comma-separated list	country_code in US,CA,GB
not in	Value is NOT in the list	country_code not in US,CA

Bot vs Non-Bot Rules​

Each rule has a Bot toggle that determines which visitor population it applies to:

• Bot OFF (default) → rule only matches NON-bot visitors. Real human traffic.
• Bot ON → rule only matches BOT visitors. Crawlers, scrapers, search engines.

A rule with Bot: OFF and a visitor that's a bot will never match. And vice versa.

This lets you set different routing for SEO crawlers vs real visitors. For example, send Googlebot to a stripped-down indexable page while sending humans through the A/B test.

Rule Paths​

A rule has its own paths, separate from the link's default paths. Same structure: each path has weights, each URL inside has weights.

When a rule matches, the rule's paths replace the default paths for picking destinations.

Worked Examples​

Example 1: 50/50 A/B test​

• Distribution Type: Random
• Default Path 1: weight 1, contains 1 landing page (Variant A)
• Default Path 2: weight 1, contains 1 landing page (Variant B)
• No rules.

Each visitor → 50% chance Variant A, 50% chance Variant B.

Example 2: Country-specific landing pages​

• Default paths: /landing-international (catches everyone else)
• Rule: priority 10, criteria country_code in US,CA, paths → /landing-na
• Rule: priority 9, criteria country_code in GB,IE, paths → /landing-uk
• Rule: priority 8, criteria country_code in DE,AT,CH, paths → /landing-de

US/Canada visitors → North America page. UK/Ireland → UK page. German-speaking → German page. Everyone else → International page.

Example 3: Mobile-first vs desktop split​

• Distribution Type: Random
• Default paths: 50/50 between /desktop-lander-a and /desktop-lander-b
• Rule: priority 10, criteria device_type is mobile, paths → /mobile-lander (single URL, no A/B)

Mobile visitors all get the mobile-optimized lander. Desktop visitors get A/B tested between two desktop landers.

Example 4: Time-of-day routing​

• Default path: /standard-page
• Rule: priority 10, criteria hour_of_day in 0,1,2,3,4,5, paths → /late-night-page

Visitors arriving between midnight and 6 AM UTC see the late-night variant.

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Next Steps​

• Links — All other link configuration fields
• Landers — Reusable landing pages with URL tokens
• Offers — Offers with payout and cap configuration
• Sources — Map URL parameters into rule fields (v1-v10, external_id)