Mobile Landing Work for Meta and TikTok Traffic

Paid social traffic on mobile arrives inside an in-app browser, and that changes what a landing page is allowed to assume. Answer first: the two things deciding performance are whether the click identifier survives the first render into first-party storage, and whether Interaction to Next Paint stays under 200 milliseconds on a mid-range Android. Everything about the hero image is downstream of both. Measurement before design: In France the consent banner is refused often enough that a substantial share of conversions never reach the ad platform from the browser. The bidder then learns from a biased sample, and no amount of landing page work repairs a bidder that cannot see half of what it bought. So the first week is the measurement layer: the Conversions API and its TikTok equivalent running server-side, event identifiers deduplicated against the browser event, consent signals transmitted correctly rather than switched off, and fbclid and ttclid written to first-party storage on the first render, before any redirect chain gets a chance to strip them. I have watched a 40 percent reported-conversion gap close in ten days from this alone, with no change to the page. Then the page: Largest Contentful Paint measured on the devices your traffic actually uses, not on a desktop Lighthouse run. Consent banners that are themselves the largest paint. Redirect hops between the ad click and the page, each one latency you paid for twice. Back-forward cache eligibility, which decides what happens when someone taps back and returns. Safe-area insets under a sticky call to action, so the button is not sitting beneath the home indicator. Numeric keypads on numeric inputs. Tap targets at the accessibility floor, because a thumb on a phone in a metro carriage is the actual use case. What I will not do: Rewrite a landing page every week to match new creative. If the offer changes weekly then the offer is the test and the page is the constant; teams that rebuild the page every sprint destroy their own read and then ask why nothing is conclusive. I also will not begin page work while the measurement layer is broken, and I do not touch app store listings, install flows or anything after the install. That is a different specialism and I will name someone. The traffic this suits: Cold Meta and TikTok traffic to a lead form, a deposit or a first purchase, at spend where five percent matters in euros — broadly from 40,000 euros a month upward. Below that, the variance in your own creative rotation is larger than anything I can find on the page, and the money belongs in creative. On regulated verticals: For betting and crypto the landing page carries mandatory text: age restriction, risk warning, operator identity, routes to self-exclusion. That text is not a conversion problem to be minimised. It goes where it is readable, and I have turned down a brief whose stated goal was to make it less so. Everything around it is negotiable, and there is more room there than most teams use. Not included: media buying, creative production, audience strategy, budget allocation, and attribution modelling beyond making the platform's own signal honest. I work alongside your buyer; I do not replace them. What you get: the measurement layer repaired and documented, pages rebuilt against field data from your own users, a field-data monitor so a regression surfaces in days rather than in a quarterly review, and a written statement of what changed, what it moved, and what it did not.