A landing page is the page an ad points to, whose job is to convert the visit into the action you want — a form submission, usually.
What makes one measurable
The page must be served from the tracking domain, in the same response that sets the click ID. A page on your main site, reached by redirect, loses a share of identifiers on the way.
Two approaches to building them
| Page builder (blocks) | HTML page | |
|---|---|---|
| Editing | drag blocks | edit the page |
| Ceiling | limited by the blocks available | whatever HTML can express |
| Portability | usually locked to the vendor | a file |
| Speed | depends on the vendor’s runtime | static or server-rendered |
Block builders are faster to start and hit a ceiling. Full HTML has no ceiling and requires someone who can edit HTML — which, with an AI assistant in the editor, no longer means “a developer”.
Why it is part of attribution
The page is one of the two variables in creative attribution. The same creative can win on one page and lose on another, so the page is not decoration — it is half of the combination being measured.
Related terms
- Tracking domain — where it is served from
- A/B testing — comparing variants
- Landing pages — the product feature