The Landing Pages tab on an offer is where you configure how traffic is handled after the click. It's also where impression tracking, VTA, parallel tracking, and HTML landing pages are set up.
Go to Offer Edit → Landing Pages tab.
Landing page fields
Each landing page has the following settings:
Field | What it's for |
URL | The advertiser's tracking URL for this landing page - supports Swaarm macros via Add Macros |
Impression Tracking URL | The advertiser's impression tracking endpoint -required for impression tracking and VTA |
Ratio | Percentage of traffic sent to this landing page |
Tolerance | Acceptable variance from the ratio - allows traffic to be randomised within that range |
Parallel Tracking | Sends users directly to the preview URL while tracking runs in the background |
Targeting | Rules to determine which traffic is sent to this landing page |
HTML Template | For lead gen offers - add an HTML page directly in Swaarm |
Impression tracking
If your advertiser tracks impressions, add their impression tracking URL to the Impression Tracking URL field. Swaarm will fire it each time the ad is viewed.
ℹ️ The impression tracking URL supports the same macros as the click tracking URL. Use Add Macros to add them. See full list of supported macros here.
View-Through Attribution (VTA)
VTA allows a conversion to be attributed to an impression even if the user never clicked the ad - for example, a user views a banner, doesn't click, but installs the app the next day.
To enable VTA:
Go to Offer → General tab and check VTA Enabled
Click Save
3. Go to the Landing Pages tab and add the Impression Tracking URL
⚠️ VTA must also be enabled at the organisation level under Organization → Settings → Miscellaneous → Attribution - otherwise it will not work even if enabled on the offer.
Verifying VTA in the Conversion Report:
Add the Postback Impression Attribution column to your Conversion Report view.
✅ - conversion attributed to an impression (VTA)
❌ - conversion attributed to a click (standard)
Parallel tracking
Parallel tracking sends the user directly to the preview URL while the tracking chain loads in the background - improving load speed and hiding redirects from the user.
Check the Parallel Tracking checkbox on the landing page to enable it.
⚠️ Make sure a Preview URL is set on the landing page - without it, the user will be redirected to a blank page.
Requirements:
Offer tracking link must include
{user.encoded_ua}and{user.ip}macros. For non-probabilistic attribution,{device.ids.idfa} / {device.ids.gaid}are also requiredAdvertiser's MMP must support server-to-server click tracking
Any intermediate network must also support parallel tracking
For direct Appsflyer links:
Add
&redirect=falseto the offer tracking linkAdd
&referrer=NetworkA_{id}to both the tracking link and the app store link (Android)
Ratio & Tolerance - traffic splitting
When you have multiple landing pages on an offer, use Ratio to control how traffic is distributed between them, and Tolerance - to set variance from the ratio.
Example: Two landing pages set to 50% / 50% with 10% tolerance - each page receives roughly 50% of traffic, with up to 10% variance to allow for natural randomisation.
Landing page targeting
You can restrict a landing page to specific traffic using targeting rules:
HTML landing pages
In most advertising, a banner/video that has a tracking link attached to it is shown to a user. In Lead Generation, it’s generally an HTML page with a call to action button or a form that the user has to fill out. The feature process is as follows: You create an HTML Landing Page on an offer and save it. Then send the link to this offer to your publisher which drives users to it. When the user arrives at the URL, the configured HTML page is processed and served to the user. The only difference from the usual process is that instead of redirecting to the tracking URL of the landing page that was chosen, it serves the HTML template added to it.
Go to Offer → Edit → Landing Pages tab
Select the landing page or click + New Landing Page
Scroll down to the HTML Template field and paste your HTML code
Click Save
You can edit the template code on this page by just making changes here and saving it again
ℹ️ Click macros and {link.clickUrl} are supported in the HTML template. Use <a href="{link.clickUrl}"> on your CTA button to pass the tracking link through.
ℹ️ For HTML landing pages, click tracking is done and not the HTML load tracking.
Where do we show these HTML templates that the user adds?
Apart from offer > landing pages, we show these HTML templates added to the offer on the following pages,
On Partner UI, the saved HTML template will be shown under Offer Details > HTML Template tab, you can see the Preview of the HTML template which tells you how it'll be shown to the user.
Also, you can copy the code by clicking on copy code.
In Feed API, these HTML landing pages are shown to publishers so that they can serve the HTML themselves.
Common use cases
1. Add impression tracking
Add the advertiser's impression tracking URL to the Impression Tracking URL field on the default landing page. If the advertiser also supports VTA, enable it on the Offer General tab.
2. A/B test two landing pages
Edit the offer and go to Landing Pages tab
Update the default landing page URL to Landing Page A
Click + New Landing Page, add Landing Page B
Save - traffic will be split evenly between the two pages