Ad-to-Site Journey Handoff

Defines the contract between a campaign and the website that receives its traffic: what the landing page must say and do, how every click is tagged and every conversion counted, who owns each piece, and when the journey is ready to go live. This engine writes the brief and the measurement definitions; website-skills builds the page.

Use When

• A paid, email or organic campaign is about to send traffic to a landing page or a section of the website.
• Our ads get clicks but no enquiries, and we suspect the page they land on.
• A new offer page, lead-magnet page or landing page must be briefed to the web developer or to website-skills.
• UTM tags, conversion events and cookie consent need agreeing for this journey before launch.
• Nobody is clear who owns the copy, build, tags, QA, go-live and reporting between agency, client and developer.

Do Not Use When

• playbook-post-click-strategy when traffic goes to link-in-bio, WhatsApp chat or DMs with no web page.
• measurement-tracking-plan for UTM and tagging rules across every campaign.
• 12-website-content-plan for a full website content plan; page build, code and design go to website-skills and chwezi-design-engine.
• Stop before tags go live or the page collects personal data without consent handling and client sign-off; return the go/no-go record.