Match a page to each ad

One landing page that changes to match the ad a visitor clicked: how to build it, who sees it, and how it goes live.

Your ad makes a promise. When a visitor clicks it, the page they land on should keep that promise in the same words. Proa lets you keep one landing page and change it for each ad, so the headline, image, offer and button match what the visitor just clicked. You maintain a single page, and nothing changes in your theme.

How Proa knows which ad brought the visitor

Your ads already carry UTM parameters, such as utm_content. Proa reads one of them to know which ad brought the visitor, and shows the version of the page made for that ad.

For example, two ads pointing at the same page:

| Ad | Link the visitor lands on | |---|---| | The shoulder-knot ad | yourstore.com/pages/relief?utm_content=shoulders | | The morning-headache ad | yourstore.com/pages/relief?utm_content=headaches |

Use one parameter with a different value for each ad. If your ads already carry utm_content, use it. If not, add one in your ad platform: in Meta, in the ad's Tracking section, under URL parameters.

Build the version for one ad

  1. In Experiments, choose New, then Customization.
  2. In Start on this page, enter the landing page's path (for example /pages/relief). Give it a name that says which ad it is for, then choose Create and open the editor.
  3. Make your changes in the editor: click an element on your store and change it. See Using the editor.
  4. Choose Save version. The saved version becomes the active one.

Choose who sees it

A new customization starts with Pages: All pages · Visitors: Everyone · Devices: All. Before it goes live, limit it to the visitors from its ad:

  1. On the customization's page, under Where it runs, choose Edit.
  2. Under Targeting, choose Add condition. It adds a Device row; change its type to Query param.
  3. Enter the parameter name (utm_content), choose equals, and enter the ad's value (shoulders).
  4. Check the Review changes box. It should read Visitors: utm_content = shoulders. If the version should only run on the landing page, add a URL condition for that page too.
  5. Choose Save.

Repeat for each ad: one customization per ad, each with its own value.

Put it live

  1. In Experiments, open the customization's row menu (⋯) and choose Deliver to the storefront.
  2. On the Storefront page, choose Review and publish. You see every change before it goes live. The site owner or the agency lead publishes.

To check it on your real store before visitors see it, open a preview link from the customization's page. If the store does not have Proa installed yet, choose Store without the snippet: open through Proa. To take a change off your store, switch its delivery off and publish again. Proa's team can also restore an earlier version of your whole storefront. See Preview, publish, and roll back.

Showing it is not the same as proving it

A customization shows each visitor the version for their ad. Its page reports how many visitors saw it, not whether it sold more. To prove the matched page sells more than the original, run it as a campaign test. See Measure an ad-matched page.