Format of the Month: Popunder
How to Run a Test and Measure Results
Popunder opens an advertiser’s page in a separate window or tab behind the active browser window. All you need to get started is a URL, no banners or videos required.
But an easy launch doesn’t guarantee results. Here’s when popunder is worth testing, which settings to focus on, and what mistakes to avoid.
Why consider popunder?
If you’re looking to test new traffic sources or landing page variations, popunder lets you get started without creating separate ad assets.
ClickAdilla offers popunder traffic from both premium entertainment and mainstream sources. You can optimize campaigns based on performance and build whitelists of sources that work well for your setup.
You can also test several landing pages for the same offer and see which delivers the best conversion rate (CR). Results will depend on the full setup: your offer, GEO, device, traffic source, and landing page.
Which verticals and goals does it suit?
Popunder is worth testing for:
• Gambling and betting
• Premium entertainment
• AI offers
• E-commerce
The format works for both conversion-focused and reach campaigns, but you’ll need to measure them differently.
For conversion campaigns, focus on completed actions, cost per conversion, and CR. If you have revenue data, track profitability too.
For reach campaigns, look at traffic volume, cost, and unique reach within your target segments. A page opening alone doesn’t mean the user paid attention or that brand awareness increased.
What matters on your landing page?
Since there’s no separate ad creative, your landing page deserves extra attention.
Make sure it:
• Loads quickly and works properly on your target devices
• Is accessible in your target GEOs
• Clearly explains the offer
• Lets users complete the desired action without errors
• Matches the traffic category: premium entertainment landing pages must not run on mainstream sources
When A/B testing landing pages, keep the conditions comparable. If GEOs, devices, or sources differ, a change in CR may come from the traffic mix rather than the page itself.
A starting point for your first test
There’s no one-size-fits-all setup. Your settings will depend on the offer’s requirements, your budget, and your KPIs. For an initial test, the ClickAdilla team recommends:
Smart CPM
Uniques — 3 per day
Hourly and daily spending limits
Separate campaigns for mobile and desktop: bids and other settings may differ.
Spread your test budget evenly over the first 3–5 days. Treat this as a starting window, not a guarantee that you’ll collect enough data within that time.
Before launching, set your target KPI, decide how much you’re willing to spend on the test, and define when you’ll stop it. Once you’re getting the results you need, you can start scaling.
How to evaluate performance
Traffic volume. Is the campaign getting enough traffic for your goal? If not, check whether your bid is competitive and your targeting is too restrictive.
Spend. Is spending on pace with your budget and within the limits you’ve set?
KPI performance. Is the campaign hitting your target cost per conversion or the other metrics you chose before launch?
For conversion campaigns, set up postback tracking so you can collect conversion data and use it to optimize.
If you spot problems, don’t wait until the test is over. Review the data, adjust your settings, and ask your account manager for help. Sources that perform well can be grouped into a whitelist.
Common mistakes
Launching without postback tracking: makes conversion campaigns harder to evaluate and optimize.
Bidding too low to compete: can limit traffic volume and leave you without enough data.
Skipping spending limits or setting unrealistic ones: can lead to overspending or prevent a meaningful test.
Sending mainstream traffic to a premium entertainment landing page: the page’s content must match the source category.
Launching with settings you’re unsure about without asking for help: an account manager can review the campaign and suggest where to focus your optimization.
Your pre-launch checklist
☑️ Check the URL and make sure all links and redirects work.
☑️ Confirm that the landing page loads in your target GEOs and on your target devices.
☑️ Make sure your targeting settings don’t conflict.
☑️ Check that the landing page matches the traffic category.
☑️ Review your bid, budget, and hourly and daily spending limits.
☑️ Run a test conversion in the Tracking section and confirm that it’s received through the postback.
If you need help with setup or optimization, contact your account manager or ClickAdilla support.
Popunder is easy to launch. The key is knowing what result you’re aiming for, and how you’ll measure it before you start.