Persona
utm_content = agency-reporting
An ad aimed at agency owners leads to an agency headline, an agency customer’s quote, and a demo invitation.
Landing pages for Meta ads
Give every Meta ad a landing page that fits.
You test new angles and audiences in Meta all the time. We change the headline, image, proof, and CTA on the landing page you already have to match the ad someone tapped on Facebook or Instagram.
It works today with the URL parameters on your ads, on the page builder you already use.
Give distributed teams one place to share updates and see what needs attention.
A quieter calendar
See Acme for remote teams
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Illustrative example. Visitors who don’t match a rule see your original page.
Key takeaways
- Meta passes your ad’s context to your page through the URL parameters you add in the ad’s Tracking section.
- A short value you set on each ad, like utm_content=agency-reporting, is easier to match than a full ad name.
- Name-based parameters like {{ad.name}} keep the name the ad had when it was first published, even if you rename it later.
- Visitors without a matching value see your original page.
Your Meta ads speak to different people. They all land on the same page.
One ad talks to agency owners about client reporting. Another talks to product teams about roadmaps. Both send people to the same “project management for every team” page, and the specific promise disappears after the tap.
A page per ad means more copies to update every time the offer or the form changes, and you’ll be launching new creative again soon.
“One simple tweak doubled our conversions without creating any new pages.”
Adil K.Senior Media Planner
How it works
How matching works with Meta ads.
Meta lets you add URL parameters to ads that send people to your website. We read those values on your landing page and show the version you wrote for that ad.
- 01
Add URL parameters in Ads Manager
In the ad’s Tracking section, enter them in the URL parameters field or choose Build a URL parameter. Static values work, and so do Meta’s dynamic parameters like {{campaign.name}}, {{adset.name}}, {{ad.name}}, and {{ad.id}}.
- 02
Pick one value per angle
A static utm_content on each ad is the easiest to match. Meta fills {{ad.name}} with the name the ad had when it was first published. Matching is case-sensitive, so keep your values lowercase.
- 03
Create an audience for each value
In RightMessage, add an audience from a link, type utm_content as the parameter, and enter the value. Then change what that audience sees.
URL parameters
utm_source=facebook&utm_medium=paid_social&utm_campaign={{campaign.name}}&utm_content=agency-reportingSource: Meta Business Help Center: Add URL parameters to your Meta ads · Meta Business Help Center: Specifications for URL dynamic parameters
Three ways to match a Meta ad.
Pain point
utm_content = status-meetings
An ad about cutting status meetings leads to a headline about async updates and a screenshot of a remote team’s week.
Retargeting
utm_campaign = retargeting
Someone who has already read the overview skips the introduction and sees the strongest offer: a walkthrough, a trial, or pricing.
Illustrative examples. You write every version.
Measure it
Find out whether the matched page converts better.
On Scale, a campaign holdback keeps a share of each campaign’s visitors on your original page. Compare the conversion goal you care about for visitors from the same campaign.
On Pro, you can also A/B test versions inside each audience. We check results every week and tell you in plain English when a version wins. On smaller campaigns that can take months.
See how A/B testing worksReady to get more from your Meta ad spend?
Pick the two or three ads with the most different promises. Match those first, and compare them with the original page.
Want us to build it? See the done-for-you PPC landing page setup.
Common questions
Meta ads landing page questions.
Can RightMessage read my Meta ads?+
Yes, with our Meta Ads connection. It’s in private beta, and it opens to everyone once Meta approves our app. Get in touch and we’ll add you. It reads your ads without changing them, and Righty sorts each ad into your audiences, so people who click it land in the right one. You check the sorting before anything changes on your site. Until then, matching works from the URL parameters on your ads.
Should I use {{ad.name}} or my own value?+
Your own value is usually easier. Ad names tend to be long, with spaces and capital letters, and Meta keeps the name from when the ad was first published. A short value like utm_content=agency-reporting stays the same until you change it.
Does this work for Instagram ads too?+
Yes, for ads that send people to your website. URL parameters apply to clicks on the ad. Meta’s {{placement}} and {{site_source_name}} parameters can also pass where the ad ran, if you want the page to change by placement.
Does every ad need its own version?+
Only if it makes a different promise. Ads that make the same case can share one version, so you decide how specific the page gets.
Can I see which ads bring in revenue, not just clicks?+
If you take payments through Stripe, yes. Connect Stripe with a read-only key, and RightMessage puts revenue next to your segments, traffic sources and campaigns. For a matched page, you see revenue per visitor for people who saw it and for people held back. Buyers are matched by the email RightMessage recognized on your site, so people it never recognized don’t count. It shows what happened. It doesn’t prove the page caused the sale. Revenue by segment works on every plan. Revenue per visitor for a matched page needs campaigns, on Scale or Pro.
Can my team hear when an ad lead comes back?+
Yes, once they’re a known contact. Lead alerts email your team when an identified visitor’s visit matches a rule you write in plain language, like “non-customers evaluating pricing”. The email goes out within about half an hour of the visit ending. Lead alerts are an add-on on every plan, and Pro includes 1,000 alerted leads a month. Anonymous visitors stay anonymous.
What happens if someone arrives without a parameter?+
They see the original page you already have. A missing value, or one you haven’t set up a rule for, won’t leave anyone looking at a half-finished version.
Which plan do I need?+
Website personalization campaigns, conversion goals, and the holdback that compares the matched page with your original start on Scale: $249/mo, or $199/mo billed annually. Pro adds A/B tests of versions inside each audience: $499/mo, or $399/mo billed annually. Every plan is priced per project, with no per-visitor fees.