Routing glossary
White Page and Target Page: Roles and Differences
The White Page is the conservative branch and the Target Page is the intended qualifying branch; the flow decides which one handles each request.
Each page represents a distinct outcome
The White Page handles traffic assigned to the safer destination, including explicitly excluded or uncertain cases. The Target Page receives visits that satisfy the campaign's configured routing conditions and any applicable scoring threshold.
Both destinations need named owners
Content accuracy, uptime, localization, assets, forms, and metadata require maintenance on each side. Treating one page as disposable creates blind spots because it may be the only public experience for a meaningful segment.
Policy should explain the boundary
Rules and risk evidence operate before delivery, and event reasons should reveal the factors that selected a branch. Page appearance should not be used afterward to infer whether the original classification was correct.
The pages can share or differ in delivery constraints
Redirect, reverse proxy, iframe, and managed-page approaches affect host visibility, cookies, navigation, and failure handling. Validate the chosen method against both destinations because one upstream can work while the other fails.
A complete test matrix covers both branches
Use known requests expected to reach each page plus ambiguous and dependency-failure cases. Check decision evidence first, then inspect page rendering, links, responsive behavior, tracking continuity, and safe recovery separately.