Post-Click Landing
The ad creative click routes the viewer to a dedicated landing — a full page outside the ad surface — where the product detail, address, payment, and confirmation render. Used when in-feed checkout is not supported or when the post-click experience benefits from a richer presentation.
When this fits
| Condition |
Does this pattern fit? |
| Static display ad, audio ad, connected-TV ad |
✅ Yes — these don’t support in-feed checkout |
| Ad creative footprint is too small for full checkout |
✅ Yes |
| Product needs richer presentation (image gallery, video, configurator) |
✅ Yes |
| In-feed conversion priority over richer presentation |
❌ Use In-Ad Checkout instead |
How the click-through flows
| Stage |
What happens |
| Impression |
Ad renders in the ad surface (display network, video player, audio ad) |
| Click |
Viewer clicks the ad → ad platform redirects to the landing URL with click-ID and UTM params appended |
| Landing renders |
Landing page captures click-ID + UTM, renders product detail, starts a Firmly browser session |
| Checkout |
Viewer fills address + payment on the landing |
| Order placement |
POST /payment/complete-order (finalizes the cart built on the landing) with click-ID + UTM in order metadata |
| Postback |
Landing fires the conversion postback to the ad platform |
Real-estate advantages
Unlike in-ad checkout, the landing has the full screen. Design choices:
- Multi-step flow — product detail → address → payment can be separate sections or pages
- Richer payment menu — card, PayPal Express, Klarna BNPL, Google Pay all shown
- Trust signals — reviews, trust badges, return policy can fit on the page
- Cross-sell — related products can be offered before checkout completes
What the destination owns
| Layer |
Owner |
| Landing page (HTML/JS or a Firmly-hosted template) |
Destination — or partner running the landing |
| Click-ID + UTM capture and persistence |
Destination |
| Checkout UI |
Destination (or Firmly’s hosted checkout if preferred) |
| Cart / order orchestration |
Firmly APIs |
| Payment + order placement |
Firmly APIs |
| Conversion postback |
Destination (after order success) |
Constraints to plan for
- Click-ID persistence. If the viewer takes a few minutes on the landing before checking out, the click-ID must persist across page navigations. Store it in the cart session or in client-side state.
- Mobile-first. Most ad clicks come from mobile. Optimize landing for fast load, one-thumb completion, wallet payment options.
- A/B testing. Landing pages benefit from variant testing. Plan for at least two layouts and a way to attribute conversion rate per variant.
- Drop-off recovery. Some viewers will abandon. Plan email capture or retargeting tags so subsequent campaigns can follow up.
