Ad-level pages

If your ad promises a specific outcome, the page it lands on should say that back. Not a generic version of it. The exact thing.

That is what ad-level pages do. Once Luria has learned enough about a traffic source, it goes one level finer: a page tuned to a specific campaign, and then to a specific ad set. The visitor who clicked "Sleep through the night in 7 days" lands on a page that leads with sleep, not with your full catalog.

How it works, in plain terms

Think of it as three levels, each one finer than the last:

1. Channel. Meta traffic gets its own winner, Google gets its own, and so on. This is what Traffic sources covers, and it is on from day one.
2. Campaign. When a campaign has sent enough visitors and conversions, Luria starts testing page versions just for that campaign. A retargeting campaign and a cold prospecting campaign stop sharing a page.
3. Ad set. When an ad set earns enough data of its own, it gets its own page. An ad set aimed at new parents and one aimed at gift buyers each get a page that speaks to them.

Each level only kicks in when there is enough data to be sure. Below that, everything inherits.

Nothing is ever unoptimized

This is the part worth understanding. Ad sets need enough conversions to earn their own page. An ad set that has not reached it does not get a plain, untested page. It inherits the winner from its campaign. A campaign that has not reached it inherits from its channel. A channel with too little data inherits the site-wide winner.

So a brand-new ad set launched this morning lands on the best page Luria has found for its campaign, and starts earning its own as data comes in. Small ad sets that never reach the threshold stay on the campaign winner permanently, which is still a page tuned to that campaign's audience.

Setup in two steps

Step 1: add Luria's parameters to your ad URLs

Luria needs to know which campaign, ad set, and ad a visitor came from. Ad platforms will tell it, but only if your URLs ask.

In your Luria dashboard, open Settings > Ad tracking and pick your platform. Luria generates the exact string. Copy it and paste it into your ad platform's URL parameters field. It looks something like this for Meta:

utm_source=meta&utm_campaign={{campaign.name}}&utm_content={{adset.name}}&lr_ad={{ad.id}}

The curly-brace parts are Meta's own dynamic values; Meta fills them in for each ad automatically, so you paste this once at the campaign or ad set level and every ad under it is covered. Google and TikTok have their own versions; the dashboard shows the right string for each.

Where to paste it:

• Meta. Ad > Tracking > URL parameters. See Connect Meta Ads.
• Google. Campaign or account > Final URL suffix. See Connect Google Ads.
• TikTok. Ad > URL parameters. See Connect TikTok Ads.

Step 2: turn on ad-level optimization

In the dashboard, go to Optimize > Ad-level pages and switch it on. You can choose which channels it applies to. Leave it on for paid channels; it does nothing for email or organic, which have no ad sets.

That is the whole setup. From here Luria watches each campaign and ad set, and promotes them to their own page as they earn it.

The fast track: Luria Link

If you would rather not touch URL parameters in three ad platforms, Luria Link gives you one short link per ad that carries everything Luria needs and forwards the visitor to your page. Paste the link as the ad's destination and you are done. It also works for platforms and placements where URL parameters are fiddly.

What to expect

• It takes time. Channel-level optimization starts in the first days. Campaign-level pages usually follow in the Learning stage, and ad-set-level pages in Converged or later, depending on how much spend each one gets. A campaign spending a few dollars a day may never reach ad-set-level, and that is fine; it still gets the campaign winner.
• Results show up per ad set. In Reading results you can filter down to a campaign or ad set and see which page version it is on and how it compares to the inherited one.
• Your approval rules still apply. Ad-level pages follow the same approval ladder as everything else. See What Luria changes.

Common questions