Your first popunder campaign, a launch checklist

A popunder has no creative. The tab opens behind the page the visitor is reading, and whatever loads in it is the whole ad. That makes the format quick to set up and easy to get wrong, because every mistake lands on the one thing you control: the page and the settings around it. This checklist walks through a first campaign in the order you will meet the decisions.

1. Make the landing page fast and self-explanatory

The visitor finds your tab later, when they close or switch away from the site they were on. They did not click anything of yours, so they arrive with no context. Two things decide whether that visit is worth paying for:

• Load time. Test the page on a mobile connection, not your office line. Compress images, drop third-party scripts you do not need, and avoid a redirect chain of three or four hops before the real page appears.
• The first screen. It should say what the offer is and what to do next without scrolling. A page that only makes sense after a pre-lander or a long video wastes the open.

If you use a tracker, check that it adds as little delay as possible before the final page.

2. Choose countries you can actually serve

Start with a short list of countries where your offer is legal, available in the visitor's language, and converts for you elsewhere. Each country has its own bid floor and its own volume, both listed on the traffic volume page. A smaller set of countries makes the first reports easier to read, and you can add more once one of them works.

If your offer only pays on one platform, set device and OS targeting now. Excluding what you cannot monetise is cheaper than learning it from the report.

3. Bid at or above the floor

Popunder is bought per thousand opens (CPM), or per conversion (CPA) if your postback reports sales. The panel checks your bid against the highest floor among the countries you include. If you set per-country bids on an ad, each one must clear that country's own floor.

A bid exactly at the floor is a valid starting point, but it competes with everyone else sitting there. Bidding somewhat above the floor in your main country tells you faster whether the traffic converts at all. If you would rather not overpay, choose the Smart CPM strategy, which charges one cent above the next bid instead of your full bid.

4. Set a daily budget you are prepared to spend on learning

The minimum daily budget for popunder is $15. Treat the first few days as a paid test: pick an amount you can afford to spend without a conversion, and expect part of it to buy sources you will block later.

Two settings help a small budget last:

• Budget spreading paces spend across the day so the budget is not gone in the first hours.
• Day-parting limits serving to the hours when your offer can convert, for example when a call centre is open.

5. Cap frequency per visitor

Popunder already opens once per visitor per session by default. On top of that, set a frequency cap: one open per visitor every 1,440 minutes (one day) is a common starting point for a new offer. A visitor who saw your page yesterday and left is unlikely to convert on the third open today.

6. Build the tracking link with {click_id}

Put {click_id} in your destination URL. It is the UluMob click id, and it is the only macro you need to send conversions back. Most buyers also pass the source:

https://tracker.example/c?cid={click_id}&zone={zone_id}&sub={subid}&cost={cost}

{zone_id} and {subid} tell you which placement and which traffic source the visit came from, and {cost} passes what the open cost you, so your tracker can show profit per source. The full list is in macros, and the postback side is covered in postback setup.

Before you submit, open the link once yourself and check that the tracker records the click with the parameter filled.

7. Read the first 48 hours

New campaigns go through review, usually within one business day. Once the campaign serves, reports update within minutes. Resist changing everything in the first hour. A useful rhythm:

When	What to look at	What to do
First hours	Opens, spend, and that the tracker sees the same clicks	Fix tracking before anything else
End of day one	Spend and conversions by zone	Note zones with spend and no conversions, do not block yet
Day two	Same zones with more data, plus country and device	Block zones that clearly do not work, raise bids where they do

Compare UluMob's open count with your tracker's click count. A large gap usually means the landing page is too slow or a redirect step is losing visitors.

8. Block sources that do not convert

Group the report by zone or sub-ID with the campaign selected, and each row gets a Block source button. Blocking a zone adds it to the campaign's zone blacklist, blocking a sub-ID adds it to the sub-ID exclude list, and serving changes at once without sending the campaign back to review.

Decide your rule before you start, for example: block a source once it has spent more than your target cost per conversion with no conversion. A written rule keeps you from blocking good sources on one unlucky hour, or keeping bad ones out of hope.

If you plan to run several campaigns, move your blocked sources into a saved source list so every campaign starts with them excluded.

Before you press submit

• Landing page loads quickly on mobile and explains itself on the first screen
• Countries chosen, bid at or above each floor
• Daily budget of at least $15, spreading on
• Frequency cap set
• Destination URL contains {click_id} and the tracker records it
• A written rule for when to block a source

When the list is done, open an account, add funds and submit the campaign.