What does Reversed Transaction means?

Sometimes advertisers may reverse transactions. This means they had approved the conversion but cancelled or rejected it later on.
There are a number of reasons why advertisers may reverse transactions:
  • The customer used an invalid credit card
  • The customer returned the merchandise or cancelled the order
  • Duplicate orders
  • The advertiser cannot ship the item (example: the item is sold out)
  • Terms not fullfilled
  • For lead-based advertisers: unqualified leads
  • Other (i.e. not specified)