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Routing rules: the right destination per fan
Territory, device, campaign, language, and schedule conditions — and the test console that shows what any visitor will see before you publish.
6 min · matches the current product
Routing is what makes a smart link smart: the page decides, per visitor, what to show first or where to send them outright. Rules are ordered, first match wins, and there is always a fallback — a visitor no rule matches sees the page exactly as you built it.
Open the rules panel
In the link editor, open Routing. Each rule is a card: conditions on top (territory, device, operating system, campaign, referrer, language, schedule), an action below (reorder destinations, restrict to some, redirect directly, or show a specific variant of the order).
Write the few rules that matter
Common, high-value rules: put Deezer first for visitors in France and Brazil; put Boomplay and Audiomack first for West African territories; send Android visitors from the ads campaign straight to the store listing. Resist writing ten rules — every rule is a branch you have to remember exists.
Test before you trust
The test console runs the exact same evaluation the live page runs — not a simulation of it. Pick a preset (fan in Mexico on iOS, desktop visitor from a campaign) or compose one, and see which rule fires and what the page shows. The editor also flags conflicts and unreachable rules while you author: a rule that can never fire is a bug you now know about.
Save explicitly
Rules save as a set, on purpose: a half-saved rule list would route by an order nobody chose. Direct-redirect rules still route through the click endpoint, so a redirected visitor is still measured — a rule never silently hollows out your own report.
When it does not go to plan
- A rule seems to be ignored.
- Order decides. First match wins, so a broad rule above a narrow one swallows it — drag the narrow rule up. The console tells you which rule matched for any test visitor.
- Advanced conditions are greyed out.
- Scheduling, campaign, and referrer conditions and direct redirects are Artist Pro features; territory and device routing starts at Artist. The editor disables exactly what the server would refuse.