Implementations of the present disclosure provide techniques to optimize dynamic third party review generation for transmitting redirection request links. In one implementation, a system is provide that comprises a memory to store profile data for one or more merchants; and a processing device, operatively coupled to the memory, to receive an indication to generate an online review for a client device associated with a location of a merchant. Responsive to receiving the indication, one or more weighted event factors associated with the merchant are determined. One or more distribution parameters specified by a merchant system are selected based on the weighted event factors for the merchant. An online third party review site is identified based on the distribution parameters. Thereupon, the online third party site is caused to transmit a reviewing object to the client device for posting the online review of the location of the merchant.