Choose how leads are distributed
This article helps you choose how each accepted lead is offered to buyers. Distribution is configured on the campaign Distribution tab and decides which eligible buyer wins for that run.
Pick a method that matches how your buyers actually buy. You can change it later, but starting simple keeps the first dry run easy to reason about.
What is distribution?
After a lead passes campaign validation and filters, distribution selects the winning buyer among those who are active, in schedule, under cap, and otherwise eligible. Every method below sells a lead to one winning buyer for that run.
| Method | Best when | Operator mental model |
|---|---|---|
| Waterfall | You want a fixed try order | Try buyers in order. First to accept wins. |
| Highest Bidder | Buyers compete on price | Eligible buyers compete. Best bid wins. |
| Weighted | You need target volume shares | Aim for share targets across buyers over time. |
Advanced exists for teams that outgrow a single flat method. Treat it as something you grow into after Waterfall, Highest Bidder, or Weighted are working. You do not need it for a first campaign.
Prerequisites
- An existing campaign
- At least one buyer you plan to attach (buyer user already created in Manage Users)
Choose a distribution method
- Go to Campaigns and open the campaign.
- Open the Distribution tab.
- Find the campaign's main distribution step (often shown as the fallback or Everything else step).
- Select Waterfall, Highest Bidder, or Weighted.
- If the method needs buyer order or weights, set those on the distribution step as the UI prompts.
- Click Save.
- Attach buyers on the Buyers tab if you have not already.
- Return to Overview and confirm setup health no longer flags distribution.
Which method should you start with?
| Situation | Start with |
|---|---|
| One buyer, or a clear priority order | Waterfall |
| Multiple buyers who bid per lead | Highest Bidder |
| Contracted share splits (for example 50 / 30 / 20) | Weighted |
| Mixed traffic that needs different strategies later | Start simple, then revisit Advanced when ready |
Tips and gotchas
- Distribution only chooses among eligible buyers. Caps, schedules, inactive status, and buyer filters can remove someone before they compete.
- Waterfall order matters. Put your preferred or primary buyer first if that is the business rule.
- Highest Bidder needs buyers who can respond with bids. Pair it with the right buyer delivery method.
- Weighted shares converge over volume. Short tests can look uneven.
- Do not add complex routing on day one. One method and one buyer list is enough to prove the path.
Expected result
The Distribution tab shows a saved method, buyers are attached and eligible, and a test lead's timeline shows a clear winner consistent with that method.
Frequently asked questions
Can I change distribution after go-live? Yes. Save the new method and re-test with a sample lead. Tell your team, because try order and winners can change immediately.
Do I need Advanced routing for my first program? No. Waterfall, Highest Bidder, or Weighted cover most launches. Grow into Advanced when one campaign must treat different traffic differently.
What if every buyer is skipped? The lead will not sell. Check buyer active status, schedules, caps, filters, and delivery configuration. The lead timeline shows who was tried and why they dropped out.
Does distribution replace filters? No. Filters decide whether a lead is acceptable for the campaign or a specific party. Distribution decides which eligible buyer wins afterward.
How does this relate to ping/post? Highest Bidder commonly pairs with ping/post style delivery so buyers can bid. Waterfall often pairs with direct post. See Direct post and ping/post.
Where do I set buyer order for Waterfall? On the Distribution tab for that step's buyer list. If the UI still shows a default order from the Buyers tab, customize the step order when you care about sequence.
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