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Field study Nº01 / Paid social landing pages

The DTC landing page teardown.

I classified and counted every landing page behind the paid social of 20 DTC brands, 266 pages across 11,999 live ads. It shows where the biggest advertisers in apparel, footwear, CPG, outdoor, sleep and eyewear send traffic, and how long they keep a page.

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Free. PDF, 18 pages + CSV.
11,999
Live ads
266
Landing pages
20
Brands
46%
Of paid social volume lands on a collection page
Source: Field study Nº01, every landing page behind the paid social of 20 DTC brands.
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What's inside
  • 01The headline inversionFar more paid social volume lands on a collection page than on a product page, the opposite of the usual advice about shortening the path to purchase.
  • 02Category over brandCategory decides page structure more than brand does, and a fingerprint chart puts all 20 brands' destination mixes on one scale.
  • 03Evergreen pagesLittle ad volume sits behind a page that's 90 days old or more, and the study names all 24 pages that clear that bar.
  • 04Four deep divesThey cover Fabletics, The Ridge, Purple against Casper, and the 426 ads that send people off-site to Amazon, the App Store and store locators.
  • 05The hygiene auditAn hour on your own landing page report, fixing http:// links, duplicate pages and locale variants, makes every number downstream more accurate.
  • 06The full datasetYou get all 266 pages as a CSV, with brand, vertical, ad count, page type, longevity and funnel stage, to filter to your category.
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