Vetting a New Traffic Source: A Checklist Before You Fund an Account

An unfamiliar traffic source may offer reach through push notifications, native placements, pop formats, social ads, search, contextual inventory or programmatic exchanges. Before adding funds, check how the source operates, what information it provides and what happens if traffic or account activity is disputed. Use this checklist to identify questions that need clear answers before you commit a budget.

Check the source’s history and reputation

• Look for signs of how long the source has operated. A documented history can provide context about its stability, although age alone does not establish traffic quality.
• Search for independent mentions beyond the source’s own materials. Consistent, specific accounts can help reveal recurring concerns, while promotional claims are not independent evidence.
• Compare claims across available references. Conflicting descriptions of traffic types, targeting or account practices are a reason to ask for clarification.

Read the terms before depositing

• Find the rules for refunds and unused balances. The terms should explain whether remaining funds can be returned, what conditions apply and how to request a withdrawal.
• Check how invalid traffic is defined and handled. Clear rules should describe how suspected invalid activity is reviewed and whether affected spend can be credited or refunded.
• Review restrictions on advertisers, content and landing pages. Understanding what is prohibited helps prevent avoidable moderation problems after a campaign is prepared.
• Look for discretion and account-closure clauses. Broad rights to suspend campaigns or withhold balances can affect how much risk you take by funding the account.

Test support and reporting

• Send support a plain question before opening an account. A useful reply should address the question directly rather than relying only on vague assurances.
• Ask what data is available for each campaign. Reporting should make it possible to review delivery and performance at a useful level of detail.
• Check whether placement information is available. Knowing where ads appeared, or what categories of inventory were used, helps assess whether the traffic fits the campaign.
• Clarify how reporting defines key events and traffic quality. Shared definitions make it easier to interpret results and raise a specific concern when something looks inconsistent.

Understand moderation, targeting and delivery

• Read the moderation rules for ads and destinations. Requirements may cover creative content, landing pages, tracking and the types of products or services allowed.
• Ask how targeting options are applied. A clear explanation helps distinguish selectable settings from assumptions about who will actually see an ad.
• Check how campaign pacing and delivery controls work. Understand what can be capped, paused or adjusted so spending does not continue beyond the intended plan.
• Confirm whether review or reapproval is required after changes. Knowing the process can help prevent interruptions when creative or destination details are updated.

Verify payment and withdrawal processes

• Review the accepted payment methods and account-funding rules. Confirm how deposits are recorded and whether any conditions apply before funds become usable.
• Ask how to withdraw an unused balance. The process, eligibility requirements and expected handling should be stated clearly in the terms or confirmed by support.
• Check how billing disputes and account closures are handled. A defined process is preferable to relying on informal assurances if a disagreement arises.

Make a decision with limits in mind

• Resolve unclear or conflicting terms before funding. Written clarification gives a firmer basis for deciding whether the source’s practices are acceptable.
• Keep an initial test within a budget the business can afford to lose. Early delivery may not represent long-term quality, and a limited test helps contain exposure.
• Set review points before a campaign begins. Decide what delivery, placement and reporting concerns would prompt a pause or further investigation.
• Treat missing information as a risk, not a guarantee of poor quality. If important details remain unavailable, weigh that uncertainty against the campaign’s needs before committing funds.