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, conversion goals, and the campaign holdback require Scale or Pro. Starting an A/B test on a page or an audience 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 the campaign

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. Leave Create an audience for each segment in these groups empty and choose Create campaign. The campaign editor opens on your page.

4. Add an audience for each ad

Each audience matches visitors whose link carries one campaign value.

1. In Edit, click Add audiences at the top of the left panel, then choose Visitors from a link.
2. Enter Planning campaign as the Audience name.
3. Under When the link’s, choose utm_campaign, keep is, and enter your planning campaign value.
4. Choose Create audience.
5. Repeat for a Team campaign audience, using your team campaign value instead.

Keep is so another campaign name won't match by accident. Both audiences go into one segment group, Visitors by utm_campaign, and they match only while the current page's address carries the value. A later untagged visit shows the original page. You don't need a third audience for everyone else. Add an audience from a link covers the other parameters and matching options.

5. Write the page for each audience

1. Select the planning audience in the left panel.
2. Click the headline. In the element editor's Content tab, use Replace all content to enter your planning headline. Choose Done, then edit the supporting paragraph the same way.
3. For each change, open Pages. Check Target mode and CSS selector, then set Domain, Match, and Page path to restrict it to your landing page. Use equals for an exact path.
4. Select the team audience and repeat with its own copy.
5. Select Original page to compare the unchanged website.

Here's some example copy for WorkForge:

Enlarge

Campaign editor with the WorkForge homepage, audience list and Edit, Matrix and Preview modesOriginalOriginal

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.

Page rules belong to each change. Check them even when you started on the correct URL. Pages stays available with both Smart Match and CSS selector targeting. See page and element targeting for the matching options.

For starting from existing segment groups instead, and the 100-audience creation limit, see campaign settings. The UTM condition reference covers remembered campaign values and the other tracking fields, if you'd rather build the segments yourself.

6. 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 the Testing tab and review Holdback and "How many visitors should be held back?". A campaign created without audiences starts with the holdback off. Turn Holdback on to keep a comparison group, or leave it off to show the changes to every matching visitor.

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.

7. 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 your page as it is, 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.

8. 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 your page as it is. Use the dates, audience exposure, confirmed conversions, and comparison method together when judging whether it helped.