Implementations of the present disclosure provide a system for optimizing dynamic review generation. The system include a memory to store profile data for a plurality of merchant; and a processing device, operatively coupled to the memory, to create a dynamic redirection container for an online review associated with a merchant. The dynamic message container is transmitted to a client device of a user at the physical location. Confirmation is received from the client device that the dynamic redirection container is activated by the user. One or more weighted event factors associated with a plurality of sites is identified based on the received confirmation and distribution parameters specified by a merchant system for the merchant. In accordance with the weighted event factors, the client device is redirected to at least one site of the plurality sites as being associated with the dynamic redirection container.