{
  "id": "message-match",
  "claim": "Message match is the continuity between an ad's promise and the landing page the click reaches; breaks in match destroy paid-traffic conversion.",
  "definition": "Message match (also called landing-page congruence in the post-click sense) is the degree to which the landing experience continues the ad's offer, audience, and creative promise rather than introducing a different story.",
  "canonical_url": "https://lutiq.com/glossary/message-match/",
  "methods_url": "https://lutiq.com/learn/what-is-message-match/",
  "sources": [
    "https://lutiq.com/glossary/message-match/",
    "https://lutiq.com/glossary/landing-page-congruence/",
    "https://lutiq.com/learn/what-is-message-match/"
  ],
  "last_verified": "2026-08-06",
  "caveats": [
    "Message match is necessary but not sufficient; routing and holdouts measure whether variants actually lift."
  ],
  "_meta": {
    "schema": "https://lutiq.com/data/answer-packets/_schema.json",
    "publisher": "Lutiq"
  }
}