In general, page variations are meant to increase your page's relevance. However, in some cases, it might be easier to achieve relevance by directing visitors to entirely different pages.

Some possible use cases for redirect mode: 

  • Mobile app: Promoting your app with just one Twitter post, you could redirect your visitors to the app store that matches their device. 
  • Returning visitor: When users click on your ad for the second time, you could direct them to a different landing page. 
  • Location: You have different, local websites but only one Facebook page? Show your visitors the website of the location closest to them. 

How to set up redirect mode:

To keep it hands-on, let's imagine we're creating a Facebook post for Normally, we'd connect our post to a landing page like this, where the user has to select their matching app store.

Instead of this landing page, we will use redirect mode to send users directly to the app store. 

1. Create a redirected variation:

Pick a web page (in our case: Next, create a campaign or use the "All Traffic" feature. Click on "NEW VARIATION" and on "show advanced". Here you can insert the link that you would like to redirect to. 

In our case, we created a variation called "Google Play Store" redirecting to the landing page in the Google Play Store.  

2. Set up your audience:

Now, we have to define who should be redirected to the Google Play Store instead of seeing our original page. To keep it simple, let's say we want everyone who access our page through an Android phone, to be redirected to the Play Store. 

We defined our audience as "operating system equals Android". 

3. Set up all redirected variations and your fallback:

We will now repeat the process for the Apple App Store and set its audience. Finally, we have to create a fallback variation, in case a visitor is not identified as Android nor iOs user. In this case, we'll just use the original page. 

As you can see, the redirected variations don't require any further editing. 

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