How to route between multiple pages

Route traffic between two or more landing pages using Architect Page Links to run A/B tests and split traffic

Architect lets you route traffic between two or more landing pages using a single URL. You define the split, and Architect handles the routing automatically — no changes needed in your ad platform after initial setup.

How it works

With Architect Page Links, you create a single URL that routes visitors to different landing pages based on the split you define. For example:

• 50/50 split — half of traffic goes to Page A, half goes to Page B
• Custom split — send 70% to one page and 30% to another
• Multi-variant — split traffic evenly across three or more pages

You use this single link as your final URL in your ad campaign. Architect handles the routing automatically.

You can also split traffic between an Architect landing page and an external URL (such as your existing website), so you can test your Architect page against your current landing page.

Set up traffic routing

1. Navigate to Page Links

   Go to Pages in the left sidebar, select the page group you want to test, and click the Page Links tab.

   
2. Create a new page link

   Click + Add page link at the bottom of the links list. A new page link panel opens on the right.

   Set the following:

   • Domain — choose your connected domain or use the default Architect domain
   • Path — enter the URL path for this link (for example, /pricing)

   
3. Select pages and set routing

   Under Routing, select the pages you want to include in the test. You have two options:

   Option A: Route evenly

   Toggle Route evenly on to split traffic equally across all published pages in the group. If you have three pages, each gets 33.3% of traffic.

   

   Option B: Custom split

   Leave Route evenly off and use the routing presets (Equal, 80/20, 70/30, 90/10, 50/25/25) or manually adjust the percentage for each page.

4. (Optional) Add an external redirect

   If you want to test your Architect page against your existing website, expand the Advanced section and add an external redirect under External Redirects:

   1. Click Add next to External Redirects
   2. Enter the URL of your existing page (for example, https://acme.com/)
   3. Enable Preserve query params if you need to pass UTM parameters or tracking data through to the external URL
   4. Adjust the traffic split between your Architect page and the external URL using the + and - controls

   

   External redirects are particularly useful if you want to A/B test landing pages for Performance Max (PMAX) campaigns, since Google Ads does not support landing page experiments for PMAX natively.

5. Publish your changes

   Click Publish changes at the bottom right to make the page link live. Copy the preview URL and use it as the final URL in your ad campaign.

Tips for running A/B tests

• Start with a 50/50 split to get statistically significant results faster.
• Run the test for at least 2 weeks before drawing conclusions — ad campaigns need time to optimize.
• Change one variable at a time (headline, layout, CTA) so you can attribute performance differences to a specific change.
• Monitor results in Architect Analytics to track page views and conversions for each variant.
• Use the same page link URL throughout the test. Changing the URL mid-test resets campaign learning.

FAQ

Will tracking work for external links?

Yes. Architect passes all UTM parameters to both pages. As long as you have the script for tracking conversions set up on your page, this will work.