Case Study
How We Turned 100K Monthly Ad Clicks Into Actionable Landing Page Intelligence
Product analytics engagement for a DTC fitness equipment brand
Context
The Client
- —DTC fitness equipment brand (vibration plates, recovery tools)
- —100% of paid traffic from Facebook / Meta ads
- —20+ landing pages in rotation: sale pages, advertorials, listicles, condition-specific angles
- —Each page tied to a different campaign and creative strategy
Problem
What Was Missing
“We're driving traffic. We don't know what happens after the click.”
- —No per-page conversion tracking
- —No engagement quality measurement
- —No page speed monitoring on LPs
- —No JavaScript error visibility
- —No revenue attribution per page
- —No device-level performance data
Solution
What We Built
A 16-chart PostHog dashboard covering 5 dimensions of landing page health:
Traffic and Channels
Session volume by campaign, source, and landing page
Engagement Quality
Scroll depth, time on page, CTR, composite page score (0-100)
Checkout Funnel
LP → Cart → Checkout → Purchase, per page
Revenue Attribution
14-day first-party attribution per campaign and LP
Page Performance
Core Web Vitals (LCP, FCP, INP) per page and device + JavaScript error monitoring
Scale
30-Day Snapshot
92K
Unique paid visitors
108K
Landing page sessions
$186K
Attributed revenue (14-day)
22
Active landing pages
The Funnel
Where Visitors Drop Off
Aggregate conversion funnel across all landing pages — the biggest leak is LP to Cart, not checkout.
Finding 1
The Invisible Bug
A JavaScript error was crashing sessions for a third of all paid visitors.
397K
JavaScript exceptions in 30 days
30K+
Sessions affected
This single finding justifies the entire analytics engagement. A third of paid sessions were hitting a JS crash that could interrupt the purchase flow.
Finding 2
The Conversion Illusion
The highest-traffic page had the lowest purchase rate.
| Landing page type | Sessions | LP → Cart | Purchase rate |
|---|---|---|---|
| Main sale page (highest traffic) | 47,875 | 6.5% | 0.08% |
| Shoppable lander variant | 4,168 | 13.3% | 0.31% |
| Condition-specific advertorial | 7,438 | 4.3% | 0.11% |
Add-to-Cart Rate by Page Type
Purchase Rate by Page Type
Finding 3
The Desktop Penalty
16% of visitors had a significantly worse experience.
| Device | Traffic | p75 LCP | Google Good | CTR |
|---|---|---|---|---|
| Mobile | 84% | 1,255 ms | 91.5% | 27.6% |
| Desktop | 16% | 1,732 ms | 67% | 12.6% |
Actions
What We Recommended
- 1
Fix the SlideshowComponent bug immediately
30K+ sessions per month crashing on landing pages
- 2
Shift ad budget to the shoppable lander format
4x higher conversion rate than the main sale page
- 3
Investigate desktop page weight
Images and scripts causing 1.7s LCP; 33% of desktop sessions failing Google's threshold
- 4
Add condition-specific CTAs to advertorial pages
High engagement but low conversion signals a missing call to action
- 5
Instrument checkout events more granularly
Payment method, success/failure events to diagnose cart-to-purchase drop-off
Impact
What This Engagement Delivered
Before
- —No per-page conversion visibility
- —No error monitoring on landing pages
- —No page speed data on paid LPs
- —Ad spend allocated by impressions alone
- —“Which page is best?” was a guess
After
- —Full LP → Cart → Checkout → Purchase funnel per page
- —JS error surfaced affecting 33% of paid sessions
- —Core Web Vitals tracked per page and device type
- —Revenue attributed per campaign and landing page
- —Composite score + conversion data = clear ranking
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