Why a line item isn't delivering

A line item can be Active and still show nothing. Start with the form, because it often tells you exactly why.

Step 1: read the check on the form

Open the line item with the edit button and look under Publishers. Problems that stop it everywhere are listed first, in red.

Message	What to do
No creative assigned	Choose a Creative.
Creative is not approved yet	It's pending or rejected. See Get a creative approved.
Campaign is not active	Set the order to Active on Orders.
Advertiser account is not active	The account is waiting for approval or is paused. Contact support@mailadx.com.
Wallet balance is too low	Add credits.
The flight has ended	Change the End Date.
CPM is below the retargeting segment's floor	Raise your CPM ($) or remove that audience.
The deal is not agreed, or is paused	Check the deal on the Deals page.

Step 2: look at the publishers

The check then shows how many publishers can take the line item, and why others can't.

Reason	What to do
Your CPM is below this publisher's minimum price	Raise your CPM ($). Minimum prices are set by publishers and aren't shown.
No slot fits this creative's format or size	Check Ad Format matches the creative, or upload another size.
Your campaign's brand-safety categories exclude it, Blocked on this campaign or Its domain is blocked on this campaign	That's your own block list on the order. Edit it if you didn't mean to.
Publisher blocks this creative's category or Publisher blocks this advertiser's domain	It's the publisher's choice. Pick other newsletters.
Takes only its own direct-sold campaigns	Pick other newsletters.
Publisher's inventory is not verified (ads.txt)	It can't take marketplace campaigns yet. Pick other newsletters.
Publisher does not allow retargeting	Remove the retargeting audience, or pick other newsletters.
Does not accept journey campaigns	Pick other newsletters.
Not in this line item's publishers	Add it under Only these publishers.
Test and live accounts never mix	Test accounts run only on test newsletters. Contact support@mailadx.com if that's a surprise.

An amber warning means it can run but may under-deliver:

• No ad requests in the last 14 days — its tag may not be live. That newsletter isn't sending ad requests, so it may deliver nothing.
• Some slots have a minimum price above your CPM. Raise your CPM to reach them.
• None of the subscribers it uploaded are in this audience or Very few of the subscribers it uploaded are in this audience. Widen the audience on that newsletter.

Step 3: check what the form can't see

If the check looks fine, go through these.

• The flight hasn't started. The line item serves from its Start Date, in UTC.
• It hit a limit. Look for an Impression Goal already reached, or a Daily Budget ($) used up for the day.
• Pacing is holding it back. On a few weekly newsletters, switch to ASAP. Low can only ever deliver about half the goal. See Set budgets, pacing and flight dates.
• Targeting is too tight. Location, mailboxes, operating system, language and audience can each rule readers out. Don't serve under When location is unknown rules out Gmail and Yahoo readers we can't place. See Target a line item.
• The frequency cap is low. See Set a frequency cap.
• The creative is the wrong kind. An HTML Snippet creative shows nothing in a newsletter, and the check doesn't warn you. Use Image or Native. A native creative needs a line item set to Native.
• The newsletters haven't sent. Impressions come when readers open an email, so they follow each newsletter's schedule.

Step 4: improve delivery

If the line item delivers, but too little, these are the changes you can make:

• Raise your CPM ($), so more publishers' minimum prices are met and you compete better for slots.
• Widen targeting. Take off one section at a time.
• Under When location is unknown, choose Serve anyway if some reach outside your target is acceptable.
• Add more newsletters, or use All eligible publishers.
• Add creatives in more sizes, or a native version.
• Raise the frequency cap or the Daily Budget ($).

None of these guarantees delivery. Delivery depends on how many readers open the newsletters you can reach.

Alerts that point here

• Zero delivery. An active line item has had no impressions a day after its start date.
• Under-pacing. It may miss its goal.
• Wallet empty. Your campaigns are paused until you add credits.

Still stuck

Contact support@mailadx.com with the line item's name and ID.