When you pause a campaign, ads that were already delivered remain visible to users for some time. Users can still click these existing ad placements, and you pay for these valid clicks — this is standard industry practice. Late clicks may continue for several days depending on your original campaign settings and reach.
Here's why it happens and how to manage it.
Common scenarios
🎯 Broad targeting campaigns
Campaigns with broad targeting have more placements active simultaneously, which means more potential for late clicks. The wider distribution across zones extends the click window significantly. This is particularly common with RON (Run of Network) campaigns that don't have specific zone restrictions.
🌍 High-traffic GEOs
Tier-1 countries generate substantially higher traffic volumes, leading to extended delivery windows due to larger user bases. More expensive bids in these competitive GEOs can also prolong the late click period as ads remain in rotation longer across various platforms.
🤖 Smart bidding campaigns
SmartCPC and SmartCPM campaigns distribute your ads across wider zone networks, which can result in extended late click periods. These models require appropriate bid limits for better control. CPA Goal campaigns especially need conservative bid settings to manage post-pause activity effectively.
How to minimize late clicks
Use specific targeting instead of extremely broad settings (such as Traffic Presets for optimized zone selection)
Set appropriate bid limits in smart bidding models
Align daily budget with your bid strategy: make sure your budget isn’t too low compared to the bid to avoid the overflow, but do not set it to extremely high numbers since the system is designed to exhaust the daily and total budgets and it may cause negative balance
Monitor campaigns regularly to understand traffic patterns
Contact your manager or our support team via the in-platform chat or email ([email protected]) if charges seem unusual or excessive
Remember that late clicks are legitimate clicks your campaign gets and they compensate publishers for genuine engagement.