Landing Page

Measured as

Measure Landing Page with a fixed attribution window, conversion event, and spend basis before comparing campaigns or creative tests.

Misused when

• Sending all traffic to one generic page (intent mismatch).
• Optimizing CVR with dark patterns that increase refunds or churn.

Operator takeaway

• Match the ad promise: the first screen should confirm intent and offer.
• Remove friction: speed, fewer fields, clear CTA, trust signals.
• Segment landing pages by intent (prospecting vs retargeting).
• Use Landing Page only inside a stable attribution rule, conversion definition, and time window so campaign comparisons stay honest.
• If performance changes, check whether the metric moved for a real business reason or because the measurement setup changed underneath you.

Next decision

• Read Creative + landing page playbook: diagnose CTR/CVR, then set break-even targets if the decision depends on interpretation, policy, or trade-offs beyond the raw formula.
• Decide which report owns Landing Page before comparing campaigns, channels, or creative tests.