We’ve just released Smart Links, a new Incendium capability designed to fix one of the most fragile parts of Meta performance: ad-level URLs.
As Meta strategies scale, most teams end up managing: dozens of URLs, duplicated UTMs, shared landing pages across different messages
It works... until it doesn’t.
Smart Links replaces all of that with a single dynamic URL.
What Smart Links Does
Smart Links acts as a master destination URL for Meta.
Instead of hard-coding meaning into URLs, Smart Links:
- identifies which ad the user clicked
- understands the message or intent behind it
- dynamically routes the user to the correct personalised experience inside Incendium
The URL stays the same. The experience changes.
Why This Matters
With Meta’s Andromeda update, automation and creative diversity have accelerated. Meta now decides which ad to show, to whom, and when - at scale.
That makes on-site personalisation essential, not optional.
Smart Links is one of the core innovations that enables Incendium’s ad-level on-site personalisation. It allows teams to:
- launch new ads without creating new URLs
- personalize the on-site experience per ad, not per page
- remove the need for ad-level Meta UTMs
- scale creative without scaling operational complexity
It’s cleaner, faster, and far more resilient.
Built for How Meta Actually Operates Now
As Meta becomes more automated, control shifts downstream - to what happens after the click.
Smart Links is built for that reality. It supports automation while restoring intent, clarity, and continuity between ads and on-site experiences.
No fragile tracking logic. No URL sprawl. Just better journeys.
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