Match a landing page to an ad click

Give people a landing page that continues the message of the ad they clicked, without maintaining a separate page for each ad. You'll change a headline and supporting paragraph for two campaigns, then keep the original page for everyone else.

You don't need an email list. RightMessage can use the tracking parameter in the page URL before it knows who the visitor is.

1. Pick your page and two ads

Choose a real landing page with RightMessage installed, then pick two ads that make different promises. You'll need permission to edit the project and someone who can make any required website or ad changes.

Our example business, WorkForge (opens in a new tab), could send both ads to its homepage:

The example links look like this:

https://workforge.rightmessage.com/?utm_campaign=workforge_planning
https://workforge.rightmessage.com/?utm_campaign=workforge_team

Use your own page, tracking values, and approved copy. Keep the existing form, offer, attribution, and conversion goal in place.

Website campaigns and conversion goals require Scale or Pro. A/B split testing requires Pro. Your media platform's campaign setup and permissions are separate from your RightMessage plan.

2. Check the links your ads actually use

Ask the person managing your ads for a sample clicked URL from each campaign, with unnecessary identifying data removed. Follow each link through its redirects and check the final URL in your browser.

You should see one utm_campaign parameter with the value you expect. Check its spelling and encoding, and make sure the other attribution values are still there. If a value is missing, duplicated, or conflicting, ask the ad owner to fix it before you build the rules. Keep ad-side tracking changes with that owner.

If your ads use dynamic macros, check the media platform's current documentation and a real resolved click. Changing an ad's name doesn't necessarily change the value it sends.

For this guide, the page should match the current click. A later visit without the parameter should show the original page again.

3. Create a segment for each ad

A segment groups visitors who match a rule. Here, each rule checks the campaign value in the current page's URL.

1. Open Segments, choose New segment group, and name it WorkForge current campaign.
2. Name the first segment Planning campaign and open its conditions.
3. Select UTM Campaign, choose On current page, then Equals, and enter your planning campaign value.
4. Choose Add segment and name it Team campaign.
5. Give it the same condition, using your team campaign value instead.
6. Remove any unused, rule-free segment from this new group. Check that only your two intended segments remain.

Keep Equals so another campaign name won't match by accident. Leave everyone else outside both segments. You don't need a third segment to restore the original page.

The UTM condition reference covers the other tracking fields, history choices, and missing-value rules. This guide uses On current page so a remembered campaign doesn't change a later untagged visit.

4. Write the page for each audience

1. Open Campaigns, then New campaign.
2. Set Campaign name to WorkForge paid landing page and Which page should it personalize? to your landing page.
3. Under Create a variant for these segment groups, choose your new group. Keep both segments selected, check that there are two variants, then choose Create campaign.
4. Once the editor opens, choose Leave editor and turn the campaign's status switch off while you build. Return through Experiences, then Open in visual editor.
5. Select the planning audience. Check that its rule uses the planning segment, not Everyone.
6. Click the headline. Under General, open Content and use Replace all to enter your planning headline. Edit the supporting paragraph the same way.
7. For each change, open Target, choose CSS Selector, and check that the selector points to the intended element. In Pages, restrict the change to your exact domain and landing-page path.
8. Select the team audience and repeat with its own copy. Check that its rule uses the team segment.
9. Select Default to compare the original page. Keep it useful and unchanged.

Here's some example copy for WorkForge:

Enlarge

Visual website personalization editor with segment targeting rules and editable page headlinesOriginalOriginal

Keep your form, prices, offer terms, button destinations, hidden attribution fields, and analytics parameters unchanged. Check that another campaign isn't changing the same elements for the same visitor.

The starting URL doesn't restrict every change to that page. Keep CSS Selector for this guide so you can set Pages explicitly. Smart Match hides that tab. See page and element targeting before changing targeting modes.

For other ways to create variants, including multiple segment groups and the 100-variant limit, see campaign settings.

5. Choose what you'll measure

1. Open the campaign's Conversion Goals tab.
2. Turn Tracking on for the existing goal that measures what you want visitors to do.
3. Check the goal's page rules and its selector if it measures a click or form submission.
4. Open Split Tests and review Run an A/B test and the default-content percentage. New campaigns start with testing enabled and a 10% holdback. Keep a comparison group or choose to show the changes without holdback.

Need a goal? Choose New goal and define the real Page view, Click, or Form submission you want to count. Conversion goal setup covers those choices. Use a name that says what you're measuring. A click isn't a booking, and seeing a form isn't submitting it.

6. Preview it on your site

1. Enable the campaign in the draft, without publishing yet.
2. Choose Preview on your site in the bar at the bottom of the dashboard. Use Choose preview URL to open your actual landing-page URL with the planning parameter.
3. Check the headline and paragraph, then repeat with the team parameter.

Your unpublished changes load on your website, with the debugger docked at the bottom. It shows which audience matches and why the page changes. Testing your changes explains how to reset forced segments and test the real rules.

Check these visits without audience overrides:

• Each exact campaign value shows its matching copy.
• A missing, empty, or unrecognized value leaves the original page unchanged.
• An untagged visit after a tagged visit shows the original page.
• A recognized value on an unrelated page doesn't change that page.
• A link with redirects still works when the intended value reaches the landing page.

Try fresh and returning browsers, including a previous visit from the other campaign. Check any encoded, repeated, or conflicting parameters found in your real ad URLs with the ad owner.

Check desktop and mobile layouts, links, form validation, redirects, and retained attribution with an approved test submission. If a matching visitor sees the original page, use the debugger to check holdback too. The debugger doesn't send real RightMessage analytics or provider writes, so confirm live conversions after publishing. Note any checks you couldn't safely complete.

7. Publish

Once you're happy with both versions, choose Publish and review your changes. Review the whole project draft, including other pending work, and confirm the campaign is enabled with the intended goal and holdback settings.

Visit the published page without preview or debugger overrides. Follow the actual ad links and repeat the unmatched visits. Keep the sampled URLs and what you observed separate from any claim about how much traffic your rules cover.

When each ad leads to the matching page copy and other visitors keep the original, it's working. Next, compare the personalized page with the original. Use the dates, audience exposure, confirmed conversions, and comparison method together when judging whether it helped.