How to Choose a Solo Ad Vendor

A due-diligence framework for evaluating list fit, traffic terms, tracking, communication, and test size.

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Audience first

Ask what type of subscribers are on the list and which offer categories typically fit. Geography and niche alignment matter more than a catchy testimonial.

Define the click

Know what counts as a unique click, how filtering works and how the provider handles traffic that falls outside the agreed terms.

Ask about reporting

You should be able to reconcile the provider’s delivery report with your own analytics or tracking platform.

Run a sensible test

Choose a test size large enough to learn but small enough that a bad match does not create an outsized loss. Scale only after your own numbers support it.

Continue your research