Field Study Nº01

The DTC Landing Page Teardown

Every landing page behind the paid social of 20 DTC brands, classified and counted. 11,999 live ads, 266 destinations, six axes of classification. What the biggest advertisers in apparel, footwear, CPG, outdoor, sleep and eyewear use as a destination, how long they keep it, and the six patterns worth stealing.

What you get06 sections

01The headline inversion: 46% of paid social volume lands on a collection page and only 17% on a product page. The received wisdom about shortening the path to purchase is not what the biggest spenders actually do.
02Category decides structure more than brand does. Intimates runs 98% collection PLP, apparel basics runs 64% PDP, beverage runs 59% homepage. Three structural regimes, plus a fingerprint chart putting all 20 brands' destination mixes on one scale so you can find the one whose catalogue shape actually matches yours.
03Almost nobody builds an evergreen destination: only 17% of ad volume sits behind a page 90 days or older. All 24 pages that clear the bar are named with brand, ad count and days live, plus the compounding argument for why one 150-day page beats five 30-day ones.
04Four deep dives: Fabletics hiding its entire funnel behind coded routes, The Ridge running one advertorial across five storefronts for 395 ads, Purple's problem-aware pages against Casper's calendar-pegged sales, and the 426 ads pointed off-site to Amazon, the App Store and store locators.
05The hygiene audit: 238 ads still pointed at http://, the same page entered twice, locale variants that should roll up. An hour of work on your own landing page report that makes every downstream number truer.
06The full dataset as a CSV. All 266 pages with brand, vertical, URL, ad count, share of brand volume, longest run, page type, merchandising role, audience, geography, longevity band, funnel stage and protocol. Filter it to your category and sort it yourself.

Signal

What operators are saying

Kartike S.

One of the more thoughtful takes I've seen around the Meta ecosystem lately. Your posts consistently show a systems-level understanding of Meta rather than surface-level dashboard thinking, and that's pretty rare.

Usama S.

No fluff, no flattery, but your content is really great, amazing. I recently read a couple of your blogs and it blew my mind.

Jonah C.

Super helpful, thanks for sharing this. The 1 ad per ~$3k framing really clicked. This gives me a clearer way to help diagnose what's ads.

Chris G.

Lots of alpha in your newsletter. I really enjoy your content on LinkedIn. Keep up the good work.

Mark C.

I read some of your posts and you seem to have a very well rounded understanding of how to monitor and maintain profitability of a Meta account.

Daniel B.

Came across your substack and love the content.