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A pre-landing page (also called a pre-lander) is an intermediate page between an ad and the main offer or landing page. It introduces the offer, explains its key details and encourages users to take the next step, such as visiting an online casino, registering with a sportsbook or claiming a welcome bonus.
Pre-landers are common in affiliate marketing, particularly when an offer needs more explanation than an ad creative can provide. In iGaming, a pre-lander might outline a casino's welcome bonus, compare sportsbook offers or use a quiz to guide visitors towards a relevant product.
For example, a user clicks an ad promoting an online casino bonus. Instead of going straight to the operator's website, they first see a page explaining the bonus amount, wagering requirements and eligibility conditions. A button then takes them to the operator's landing page, where they can register. The page between the ad and the operator is the pre-lander.
The terms pre-landing page and pre-lander are generally used interchangeably. In affiliate marketing jargon, however, bridge page or similar terms may also refer to a simple intermediate step or redirect. Here, pre-lander means a page with actual content that users see before reaching the main offer.
Why Do iGaming Affiliates Use Pre-Landers?
In gambling and sports betting campaigns, users may need to understand a bonus, compare operators or check the terms of an offer before registering. A pre-lander gives affiliates space to explain those details before sending visitors to the advertiser.
One common format focuses on a welcome bonus. The page can explain the bonus amount, eligibility, wagering requirements, expiry date and other restrictions. If an offer includes a no-deposit bonus, the pre-lander should clarify what is available without a deposit and what conditions apply to using the bonus or withdrawing any winnings.
Another option is a comparison page featuring several casinos or sportsbooks. Affiliates may compare bonus terms, payment methods, available games or betting products, and licensing information. The criteria should be clear, and any claims about operators must be accurate and verifiable.
Pre-landers can also introduce sportsbook offers by explaining qualifying bets, registration requirements and country-specific restrictions. The aim is to give users the information they need to understand the offer before they reach the operator's website.
Compliance Requirements for Gambling Pre-Landers
A pre-lander promoting gambling or sports betting must comply with the applicable laws, advertising platform policies and affiliate program terms. Requirements vary by market, so a page that is permitted in one country may not be suitable for another.
- Age restrictions: Include the required 18+ or other applicable age notice. An age label alone does not replace any other mandatory disclosures.
- Operator licensing: Verify claims about an operator's gambling licence. Do not imply that a brand is licensed in a particular jurisdiction unless that information is confirmed.
- GEO restrictions: Check whether the offer is available and permitted in the target market. Registration, payment options and bonus terms can differ by country.
- Responsible gambling: Include the responsible gambling information required for the relevant market and platform. The problem gambling topic provides further context on gambling-related harm.
- Accurate offer terms: Make sure bonus amounts, wagering requirements, expiry dates and eligibility conditions match the current offer.
These requirements depend on the target jurisdiction, traffic source and individual offer. Check them before launching a campaign.
Common Types of Pre-Landing Pages
The best format depends on the offer, the ad creative and the information users need before proceeding. In iGaming, pre-landers range from straightforward bonus explainers to interactive pages.
Bonus overview. This page explains a welcome bonus or no-deposit offer, including eligibility, wagering requirements and any important restrictions. It is useful when the campaign centres on a specific promotion.
Casino or sportsbook comparison. A comparison page presents several operators and evaluates them against clear criteria, such as bonus terms, payment options or available products. Rankings should be based on stated criteria rather than fabricated reviews or unsupported claims.
Quiz. Visitors answer a series of questions and receive a relevant recommendation or offer. For example, a quiz might ask about preferred sports or gaming categories. The questions should serve a genuine purpose, and any personal data collected should be handled appropriately.
Wheel of fortune, scratch card or mystery chest. These interactive formats use a game-like mechanic to engage visitors. Before using one, check that the promotion is allowed by the affiliate program and advertising platform. Do not promise guaranteed prizes or bonuses unless the offer genuinely provides them under the stated conditions.
Editorial or news-style page. This format presents information related to an event, product or market development before introducing the offer. Promotional content should not be presented as independent journalism, and factual claims must be verifiable.
No format guarantees better performance. An interactive page may attract more clicks without generating more registrations or deposits. Evaluate the full conversion funnel rather than engagement alone.
Pre-Lander vs Landing Page: What's the Difference?
A pre-lander and a landing page may promote the same offer, but they usually serve different purposes. The pre-lander provides context before the main offer, while the landing page typically presents the primary conversion action, such as registration or account creation.
| Feature | Pre-Landing Page | Landing Page |
|---|---|---|
| Main purpose | Explain the offer and prepare the visitor for the next step | Encourage the visitor to complete the target action |
| Typical content | Bonus overview, comparison, editorial content or quiz | Offer details, registration form, terms and conversion CTA |
| Funnel position | Usually before the main landing page | After the pre-lander, or directly after the ad |
| Key metrics | Click-through rate to the next step and overall funnel conversion | Registration, FTD or another target event |
| Is it always needed? | No; depends on the campaign | Serves as the main destination when required by the funnel |
For example, a casino pre-lander might explain the terms of a welcome bonus, while the operator's landing page contains the registration form. Registration may be counted as a lead, while the first deposit is recorded as an FTD (First-Time Deposit). The payable event depends on the affiliate deal and its conversion rules.
A pre-lander is not always necessary. Visitors who are already searching for a specific sportsbook or bonus may prefer to reach a relevant offer directly. Test both routes to determine whether the additional step adds value.
When Should You Use a Pre-Lander?
A pre-lander is worth testing when users are unfamiliar with the offer, the ad creative provides limited context or the product requires an explanation before registration. If the offer is already clear and the landing page answers the visitor's main questions, an extra step may add friction without improving results.
Cold traffic from push ads or ClickUnder and PopUnder formats may benefit from a page that explains the offer after the initial click. However, traffic quality varies, and a pre-lander cannot compensate for irrelevant impressions or accidental clicks.
With high-intent traffic, a direct route to a relevant landing page may work better. For example, users searching for the terms of a specific bonus may not need a general casino overview before they can proceed.
These are starting hypotheses, not universal rules. Compare direct-to-landing traffic with traffic routed through a pre-lander. Keep the source, creative, GEO, device mix and testing conditions as consistent as possible, then compare downstream conversions and campaign economics.
How Pre-Landers Work with Trackers, Click IDs and SubIDs
A pre-lander is not just a content page. It is also an additional step in the funnel that needs to be tracked correctly. Affiliates use tracking software to connect ad clicks with later events, such as registrations and deposits.
A click ID is a unique identifier assigned to a click. It helps connect the initial visit with a subsequent conversion. When a user clicks an ad and reaches the pre-lander, the tracking system records the click. The identifier must then be preserved or passed on correctly when the user proceeds to the main landing page.
A SubID is an additional tracking parameter used to break down campaign performance. Depending on the setup, it can identify a traffic source, placement, campaign, creative or another segment. The relevant values must be included in the tracking links and supported by the tracking system.
Imagine testing two pre-landers for the same casino offer: one explains a welcome bonus, while the other compares several operators. With correctly configured tracking, you can compare not only how many users click through to the landing page, but also how many register or make a first deposit after visiting each version.
When a conversion occurs, the advertiser or affiliate network can report the event through a postback URL or another supported integration method. The tracker then attempts to match the event to the original click. The exact setup depends on the tracker and affiliate program.
If the click ID or required parameters are lost between the pre-lander and landing page, some conversions may not be attributed to the correct click. Reports can then show missing or incorrectly assigned events, making it harder to evaluate traffic sources and page variants. This affects attribution - the process of assigning credit for a conversion to a relevant advertising interaction.
Before launching, test the complete path: ad click, pre-lander, landing page and conversion event. Check that click IDs and SubIDs are passed in the expected format, that parameters are not overwritten, and that the postback reports a test conversion correctly. Seeing clicks in a dashboard does not, by itself, confirm that conversion tracking is working.
How to Measure Pre-Lander Performance
The key question is whether the pre-lander improves the overall campaign result. A high click-through rate from the pre-lander to the landing page does not necessarily mean that more users register or deposit.
Several metrics help evaluate performance:
- Pre-lander CTR: The share of visitors who click through to the next page. It indicates whether the page encourages users to continue, but does not show the quality of those visits.
- Conversion rate (CR): The share of users who complete a defined action. Specify whether the conversion means a click-out, registration, FTD or another event.
- CPA (Cost Per Action): The cost of acquiring a target action from the affiliate's perspective. This is different from the CPA payment model, under which an advertiser or affiliate network pays for qualifying conversions. See the guide to affiliate payment models.
- EPC (Earnings Per Click): Average revenue generated per click. It helps compare the revenue efficiency of different campaign setups.
- ROI (Return on Investment): The return relative to investment. Use a consistent calculation that accounts for advertising spend and any other costs included in the analysis.
You can test two pre-lander variants or compare a direct-to-landing route with one that includes a pre-lander. In an A/B test, change a limited number of elements and keep the conditions comparable between groups.
Do not draw conclusions from a handful of clicks or isolated conversions. Small samples are vulnerable to random variation, which can make one version appear better by chance. The required sample size depends on the baseline conversion rate, the difference you want to detect and the variability of results. Avoid declaring a winner simply because one variant temporarily has a higher CTR.
Common Pre-Lander Mistakes
Mismatch between the ad and the page. A user clicks an ad for one bonus but reaches a page showing a different offer or omitting the promised terms. This creates confusion and can lead to drop-offs.
Unnecessary steps. If a pre-lander adds no useful information, it only lengthens the path to registration. Every additional step should have a clear purpose.
Unverified claims. Fake testimonials, guaranteed-win claims, inaccurate bonus terms or unsupported statements about licensing can mislead users and put a campaign at risk.
Broken tracking parameters. If click IDs or SubIDs do not reach the relevant stage, the tracker may fail to connect conversions with their original source. Test parameter passing and postback reporting before scaling a campaign.
Poor GEO or device fit. Offers can vary by country, while a slow or difficult-to-use mobile page can discourage visitors. Check offer availability, market restrictions and page performance on the devices used by your audience.
Violating advertising policies. A pre-lander should not misrepresent an offer, conceal its actual content from reviewers or show materially different pages to reviewers and users. A pre-lander and cloaking are different things, although they may appear in the same campaign setup. Using a pre-lander does not automatically constitute cloaking, but attempts to evade moderation can violate traffic source policies.
If you are planning to promote casino or sportsbook offers, explore the available offers at 3SNET and register with the affiliate network to review available opportunities and their terms.
