Landing Page View Rate dropped from 85% → 58% over 4 months — 3 suspects, need help narrowing down
Hey team,
We're experiencing a significant and ongoing decline in our Landing Page View rate (LPV = LPVs ÷ outbound clicks) and can't pinpoint the root cause. Would love input from anyone who's seen something similar.
The numbers:
January 2026: 85% ✅
February 2026: 76%
March 2026: 68%
April 2026: 63%
May 2026 (so far): 58% ❌
We confirmed via Shopify session data that users ARE landing — Shopify sessions match our outbound click count. So it's not a real bounce problem. Meta just isn't recording them as LPVs. Pixel confirmed firing via Test Events. CAPI set to Maximum. PageView EMQ score is 6.6/10.
QUESTION 1 — How does Meta attribute a Landing Page View: URL-specific or domain-wide?
We're running a 50/50 URL split via Intelligems. Both URLs are on the same domain but point to different product pages. The destination URL on our Facebook ad points to Page A. Intelligems redirects 50% of traffic to Page B (a variant on the same domain).
Both pages have the Meta pixel installed and confirmed firing.
When Meta records a Landing Page View — is it attributed based on:
A) The click event only — any page on our domain that fires the pixel after that click counts as an LPV, regardless of which URL the user actually lands on?
Or
B) The destination URL on the ad — only a pixel fire on the specific ad destination URL counts, and anyone redirected to the variant URL does NOT get counted as an LPV even though the pixel fires on that page?
If it's B, this would directly explain our LPV drop — 50% of redirected traffic would be invisible to Meta even though the pixel fires correctly on the variant page.
Additional nuance worth asking: even if it's A, could a URL split tool be redirecting users before the fbclid (Facebook click ID) is passed to the destination page? If the redirect strips or loses the click ID in the chain, Meta may not be able to link the pixel fire back to the original ad click — producing the same invisible LPV effect. Has anyone tested this specifically with Intelligems or any URL split tool?
QUESTION 2 — Code change correlation
We had a developer optimise our site speed by editing our theme code. The day these changes went live, our LPV rate dropped from 90%+ to 77% and never recovered to prior levels.
Could a site speed code change alter when the Meta pixel fires relative to page load — specifically inside Meta's in-app browser (IAB)? We suspect the changes may have deferred scripts or altered load order in a way that causes the pixel to fire too late for fast-bouncing IAB sessions. Has anyone experienced a similar drop after a speed optimisation, and what specifically caused it?
QUESTION 3 — Meta platform-level change
Has anyone noticed a broader platform-level change to how Meta counts or attributes Landing Page Views since roughly late January/early February 2026? Another operator in this community flagged the same gradual decay pattern on his accounts with no clear store-side cause. Is it possible Meta tightened its LPV attribution methodology in this period?
Our current tracking setup:
Shopify store with GemPages landing pages
Meta pixel via Shopify native Sales Channel
CAPI set to Maximum — but we believe Shopify's native CAPI only sends Purchase server-side, NOT PageView, meaning LPV is still 100% browser-pixel dependent
No Elevar, Stape, or custom GTM server container
What we're considering:
Installing Elevar to send PageView server-side and recover IAB/iOS ATT losses
Auditing the speed optimisation code changes for pixel load order impact
Checking whether fbclid is being preserved through the Intelligems redirect chain
Any clarity on any of these — especially Question 1 on URL attribution — would be massively helpful. Thanks 🙏