Original research · 2026
The State of DTC Landing Pages
We scored the real landing pages behind the longest-running DTC Facebook ads. The ads are proven. The pages behind them are, mostly, average. Here is the data.
Across 622 real landing pages behind the longest-running DTC Facebook ads (2026), the median 8-point CRO score is 67 out of 100, with the highest at 85 out of 100. The weakest dimension on average is page speed (4.2/10); the strongest is offer clarity (7.2/10). In short: proven winners run great ads to merely average pages.
- 622
- Landing pages scored
- 67/100
- Median score
- 85/100
- Highest score
- 4.2/10
- Weakest dimension
- Page speed
Proven winners, average pages
Ad longevity is the market voting with money: these ads have run for months, so the offers clearly convert. Yet the median landing page behind them scores just 67 out of 100 on the 8-point CRO rubric. The takeaway for anyone advertising: the bar is lower than it looks. A genuinely well-built page is a real edge, because most proven advertisers do not have one.
Distribution of CRO scores across 622 scored landing pages.
Where the pages win and where they leak
Averaged across every scored page, the strongest dimension is offer clarity and the weakest is page speed. If you want the fastest win, it is almost always the same one: shore up page speed.
Average score per CRO dimension, out of 10.
By industry
| Industry | Median CRO | Pages scored |
|---|---|---|
| pet | 73/100 | 73 |
| home | 70/100 | 97 |
| beauty | 69/100 | 170 |
| supplements | 69/100 | 87 |
| food & beverage | 69/100 | 48 |
| fitness | 61/100 | 101 |
| apparel | 52/100 | 13 |
| outdoor & travel | 49/100 | 16 |
Methodology
We track the longest-running Meta (Facebook and Instagram) ads per niche, since Meta exposes no spend data and ad longevity is the closest public proxy for a winning ad. For each, we capture the real landing page and score it 0 to 100 across 8 factors (offer clarity, headline, social proof, call to action, message match, mobile, page speed, trust). These figures cover the 622 landing pages scored so far, computed live from that data. Nothing is estimated or fabricated.
Where does your page land?
Score your landing page free on the same 8-point rubric and see where it sits against these proven funnels.
Ad longevity from the public Meta Ad Library; CRO scores are a first-party 8-point analysis of each real page plus Google PageSpeed. See data sources.