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Creative & URL Pools

Applies to: Advertisers · Optional feature — available when your network has it switched on

A pool is a reusable set you attach to a campaign instead of building ads one by one. A creative pool holds banners, videos or native assets; a URL pool holds landing-page URLs. Attach a pool and the campaign rotates through everything in it — and every campaign using that pool updates when the pool does.

What this is#

Ordinary ads live inside one campaign. Pools live in your account and are shared:

  • Creative pools (Advertiser → Creative Pools) — a library of creatives grouped by format. Attach one to a campaign and it serves every active item in the pool, rotating by the sort rule you pick.
  • URL pools (Advertiser → URL Pools) — a set of destination URLs with weights. Attach one and clicks are spread across those landing pages, which is how you split-test landers without duplicating campaigns.

Both track their own stats — views, clicks, CTR, conversions, CR — per item, so you can see which banner or which lander is actually carrying the campaign.

When you'll use this#

  • You run the same creatives across several campaigns and don't want to re-upload them each time.
  • You want to swap a landing page everywhere at once instead of editing dozens of ads.
  • You're split-testing landers and want the traffic split controlled by weight.
  • You want per-creative or per-lander performance in one place rather than scattered across campaigns.

Step by step — build a creative pool#

  1. Open Creative Pools and click New pool.
  2. Give it a name, choose the pool type (banner, video or native) and save.
  3. Open the pool and add items:
    • Upload individual files, or a ZIP archive that's unpacked server-side into separate creatives.
    • Add URLs — paste image or HTML URLs, one per line, to reference assets you host yourself.
    • Add creatives — pick from creatives already in your media bank.
  4. Set each item's properties if needed — size is auto-detected, and you can set language, rating and free-form properties.
  5. On Pool settings, choose the sort type that decides rotation order (see below).
  6. Attach the pool to a campaign from the campaign's ad step — see Ads & Creatives.

Inside a pool: every item with its own preview, stats and on/off switch.

Step by step — build a URL pool#

  1. Open URL Pools and click New pool. Name it and save.
  2. Click into the pool and use Add URL for each landing page:
    • Destination URL — the lander, with any macros you need.
    • Title — optional label so the stats table is readable.
    • Weight — relative share of traffic against the other URLs in the pool.
    • Tracking pixel — the conversion type this URL reports against, used by conversion-based sorting.
  3. On Pool settings, pick the sort type.
  4. Attach the pool to a campaign's ads.

A URL pool spreads clicks across several landers by weight.

Options reference#

Creative pool — sort types#

Sort type How items are chosen
Random Even, unweighted rotation. Right while you're still gathering data.
CTR (Click-Through Rate) Favours items with the best click rate.
CR (Conversion Rate) Favours items with the best conversion rate. Needs a tracking pixel selected.
Sort on tracking pixel Ranks against a specific conversion type rather than all conversions.

URL pool — sort types#

Sort type How URLs are chosen
Random Even rotation, weights ignored.
Weighted Random Rotation proportional to each URL's weight — the usual choice for split-testing.
CR (Conversion Rate) Favours the URLs that convert best.
Conversion Ranks on raw conversion count.

Pool-level actions#

Action What it does
Clone Copy the whole pool as a starting point for a variant.
Activate / Deactivate Switch the pool (or one item) on and off without deleting it.
Reset stats Clear the pool's accumulated statistics so a performance-based sort starts fresh.
Used in Show which campaigns currently use the pool.
Export ZIP (Creative pools) Download every asset in the pool as an archive.
Set Language (Creative pools) Bulk-set the language on selected items.
Set URL Prefix (Creative pools) A fragment appended to the destination URL at serve time — e.g. ?subid=mypool. Leave empty to clear.
Search & replace in URLs (URL pools) Find text across your pool URLs and replace it. Preview the matches first; only the first match in each URL is replaced, and an empty replacement removes the text.

Per-item fields#

Field Creative pools URL pools
Name / Title Item label URL title
Size Auto-detected from the file —
Language Per item, bulk-settable —
Rating Content rating of the creative —
Weight — Share of traffic vs the other URLs
Tracking pixel Used by CR sorting Used by CR / conversion sorting
Active Whether the item serves Whether the URL serves

Example#

Split-testing three landers. Ana has one campaign and three landing pages she wants to compare fairly, then lean into the winner.

  1. She creates a URL pool called "Q3 landers" and adds all three URLs with weight 10 each.
  2. She sets the pool's sort type to Weighted Random — equal weights means an even three-way split.
  3. She selects her Sale tracking pixel on each URL so conversions attribute correctly.
  4. She attaches the pool to the campaign's ads and lets it run for a week.
  5. In the pool's stats, lander B has nearly twice the conversion rate. She raises B's weight to 30 and drops the other two to 5 — the campaign shifts without touching a single ad.
  6. Later she switches the sort type to CR and lets the pool rank the landers by itself.

Tips#

  • Start on Random or Weighted Random. A performance-based sort with almost no data will lock onto noise.
  • Reset stats after a meaningful change. A pool that ranked a lander top before you rewrote it is ranking history, not the current page.
  • Use "Used in" before deleting. A pool attached to a live campaign takes its creatives or landers with it.
  • Set the URL prefix once instead of editing every destination URL when you just need a sub-ID or UTM tag on a whole pool.
  • Keep one pool per format and purpose. "300×250 Q3 sale" is findable; "Banners" is not.
  • Search & replace is account-wide. Preview the matches before confirming — it can touch URLs in pools you weren't thinking about.

Troubleshooting#

Symptom Likely cause Fix
Pool items never serve The pool or the item is inactive, or its size doesn't match a size the campaign allows Check the Active toggles, then the campaign's allowed sizes
One URL takes all the traffic Sort type is a performance one and that URL got an early lead Switch to Weighted Random, or reset stats and let it re-learn
CR sorting does nothing No tracking pixel is selected on the items Select a conversion type — create one first if you have none
Upload rejected Unsupported file type, or the pool type doesn't match the asset (video file into a banner pool) Check the pool type; create a video pool for video assets
I deleted a pool and ads stopped The campaigns that used it lost their creative or URL source Restore from a clone if you have one; check Used in before deleting next time
Search & replace changed more than expected It searches across every pool by default Use the preview step; it lists each URL before and after