What does Meta require from an ad's landing page?
Meta's ad review can include your landing page. The page must work when clicked, sell the same products or services the ad promotes, and avoid phishing or malicious code. Meta also treats thin content, heavy ads, disruptive pop-ups and misleading shipping or product claims as low-quality landing page experiences, which can make ads cost more.
Your ad does not end at the click. Meta’s review can include the page or other destination the ad sends people to, so a broken, mismatched or unsafe page can get an otherwise clean ad rejected. Beyond review, Meta watches what happens after the click, such as how quickly people bounce, and a poor page experience can make your ads less competitive in the auction.
What does Meta check on the landing page?
Three rules in the Advertising Standards apply directly:
- Relevance. “The products and services promoted in an ad must match those promoted on the landing page.” The ad must also clearly represent the company, product, service or brand being advertised.
- Cybersecurity. Ads must not be used for phishing or social engineering, or link to malicious code such as malware or spyware.
- Review. The ad review process may include an ad’s associated landing page or other destinations, along with images, video, text and targeting.
Meta’s ad quality guide adds that all ads and landing pages must follow the Community Standards and Advertising Standards, naming policies including non-functional landing page, low quality or disruptive content, and unrealistic outcomes.
What makes a landing page low quality to Meta?
Meta lists these attributes of a low-quality post-click experience:
| Attribute | What Meta describes |
|---|---|
| Thin content | Pages that lack substantive or original content |
| Too many ads | A disproportionate volume of ads relative to content |
| Disruptive pop-ups | Pop-up or interstitial ads that disrupt the experience; legally required disclosures and logins such as paywalls are not included |
| Unexpected content experiences | For example, splitting an article across several pages that people must click through |
| Misleading experiences | Sites that misrepresent products, expected shipping times or customer support |
Meta says it measures ad quality partly through signals such as landing page bounce rate and dwell time, along with people hiding or reporting ads. If an advertiser repeatedly posts low-quality ads, its Page, domain or ad account may be treated as lower quality, which Meta says makes ads cost more and deliver fewer results.
What is a “link failure” status?
If clicks on your ad may be reaching a non-functional landing page, the delivery column can show Link failure(s). The ad may still publish, but Meta says you will likely see reduced performance. Meta reports a failure rate: 50% means 50 of every 100 clicks may have hit a non-functional page. Common causes are misspelled links and server errors, with “404 Not Found” listed as the most likely. After you fix a link, the warning generally takes up to 2 days to clear.
How do you check your landing page before launch?
- Open every URL in the ad, including the primary text, website URL and call-to-action destination, and confirm each one loads.
- Check catalog product links begin with http:// or https:// and open the exact product page for that item.
- Confirm the products and offer on the page match the ad.
- Remove pop-ups or interstitials that block the content, other than legally required disclosures.
- Make sure shipping times, product descriptions and support details on the page are accurate.
FAQ
Is a landing page view the same as a click?
No. Meta counts a landing page view when a webpage loads after someone clicks the ad, so you can compare it with link clicks to see how many people left before the page loaded. Meta tracks these through its in-app browser or a Meta Pixel on the page.
Can my ad run with a broken link?
Sometimes. Meta says an ad with a link issue may still publish, but with reduced performance and a Link failure(s) status. If the link itself does not comply with the Advertising Standards, the ad will not run and shows as rejected in the delivery column.
What should I change after a landing page rejection?
Meta suggests reviewing the parts of the ad that broke the policy, which can include the landing page, and updating them to comply. Once you edit and publish, the ad goes back through review. If you think the rejection was wrong, request another review in Business Support Home.
Sources
- Meta Advertising Standards (Meta, checked 2 Oct 2026)
- Best practices to improve ad quality and performance (Meta, checked 2 Oct 2026)
- Troubleshoot link failures: error code 2490193 (Meta, checked 2 Oct 2026)
- Website landing page views (Meta, checked 2 Oct 2026)
- How to troubleshoot a rejected ad (Meta, checked 2 Oct 2026)
Drafted with AI and checked claim by claim against the pages linked under Sources. Found a mistake? Tell us via the corrections policy.