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How to create Dynamic Product Pages: Maximize performance from catalog-driven Ads

Elevate your ad performance by creating dynamic, product-specific landing pages that convert.

Updated over a week ago

Dynamic Product Pages (DPP) are designed to solve a common problem in e-commerce advertising: the disconnect between your ad and the post-click experience. While your catalog-driven ads on platforms like Meta (DPA) and Google (PLA) are highly targeted, they often lead to a generic Product Detail Page (PDP). This results in a missed opportunity to continue the personalized journey and can negatively impact conversion rates.

DPP bridges this gap by enabling you to generate high-performing, product-specific landing pages at scale. These pages dynamically adapt to ad context, shopper behavior, and campaign objectives, all without requiring engineering resources or changes to your core website.

What's in this guide:

What is DPP

Dynamic Product Pages (DPP) is FERMÀTs solution to help brands maximize performance from catalog-driven ad channels like Meta Dynamic Product Ads (DPA) and Google Shopping/Product Listing Ads (PLA). Instead of sending every shopper to the same static PDP, DPP creates product-specific pages that match the ad, the product, and the shopper. Marketers can quickly launch tailored experiences across hundreds or thousands of SKUs

TL;DR

(DPP) product surface enables users to manage and optimize every component of their dynamic, product-specific landing experiences. Within this surface, users can:

  • Create & Modify Templates: Build and refine page layouts (PLP-style structures) that dynamically populate with product data and content.

  • Apply Templates to Product Groups: Associate templates with collections of products grouped by any attribute (e.g., category, brand, or type).

  • Set Up A/B/n Experiments: TTest different destinations for the same product across Fermat templates or external PDPs.

  • Extract Forever Links: Generate and export unique, SKU-specific URLs to use as destinations for catalog ads.

  • Access Insights & Analytics: Surface both quantitative and qualitative insights across templates, product groups, and products to inform ongoing experimentation and optimization.

Catalog ads let e-commerce brands dynamically promote their full product catalog using a product feed, automatically generating ads across platforms like Meta and Google for scalable, data-driven marketing.

Ad Type

Purpose

Placement

Trigger

Meta DPA

Retargeting and acquisition based on user engagement and behavior.

Facebook, Instagram, Audience Network

A user's browsing history, such as products viewed, added to cart, or purchased.

Google Shopping

Acquisition based on search intent.

Google Shopping tab, search results, Display Network

A user's search query and its relevance to your products.

DPA and PLA campaigns run on a product feed, a structured list of products and their details that connects your e-commerce store to ad platforms.

A product feed usually includes:

  • Name, description, image(s), price, stock/availability

  • Extra fields like brand, category, color, size, and condition

Feed management tools sync this data from platforms like Shopify or Magento into Meta Commerce Manager and Google Merchant Center, so Meta and Google know which products to show and how to target them

Feed Example:

How it Works

FERMÀT Dynamic Product Pages (DPP) let you control the landing experience for every product a shopper hits from catalog ads.

  1. DPP Templates

  2. Destinations & Product Groups

  3. Experiments

  4. Analytics

  5. Technical Integrations & Data Flow

DPP Templates

A DPP Template is a collection of modules that define the page structure.
When a shopper lands on a product URL:

  • The template is filled in real time with that product’s content and metadata.

  • Individual PDPs are not stored or edited in FERMÀT.

  • You edit the template once and can preview it with any product to see how live data renders.

DPP Templates support two module types (similar to Funnel Builder):

Static modules

Same content for all products (e.g., free shipping bar, brand header).

Dynamic modules

Auto-populate from the product (title, price, media, etc.).


What you can optimize in a template:

  1. Layout – FERMÀT provides a menu of pre-built, ready-to-use templates optimized for different product types and shopper browsing behaviors.

  2. ​Cross-merchandising – Effective cross-merchandising is one of the most powerful experimental levers within DPP Templates

    • Intelligent Product Grids

      • Dynamically populates recommendation grids using various algorithms. Brands can choose which algorithms to test, such as Similar Products, Bestsellers, Frequently Purchased, and Complementary Products.

    • Cross-Category Navigation (“Micro-Sites”)

      • Brands can enable shoppers to explore related categories through navigation headers, breadcrumbs, or category grids. The categories surfaced are dynamically selected to align with the product being featured on the current page.

  3. AI-Generated A+ Content (Coming Soon)

Destinations & Product Groups

Use Destinations and Product Groups to organize how your product pages and forever links are created, tested, and exported for ads. You’ll manage all of this from the Destinations tab in the DPP navigation.

  1. A Destination is a container for a set of products and their Forever Links that you manage and export together.

    • Most destinations map to a specific campaign or moment (e.g., “Black Friday DPA 2025”).

    • Each destination can include multiple Product Groups.
      ​

  2. A Product Group is a set of products within a destination that:

    • Use the same DPP Template

    • Share the same experimentation setup

    • Can only belong to one Product Group per destination

    • Can be added by uploading a CSV of SKUs or selecting from your FERMÀT catalog

    • Have their layout and experience controlled by the template applied to the group
      ​

  3. Forever Links are unique URLs that FERMÀT automatically generates for each product in a destination:

    • Each product gets one Forever Link per destination/campaign

    • The URL remains constant as long as the product stays in the same Product Group and Destination

    • Templates and experiments can be changed without affecting the URL

    • Can be exported as a CSV for upload to:

      • Feed management tools (e.g., Feedonomics, GoDataFeed)

      • Meta Commerce Manager or Google Merchant Center as destination URLs for catalog ads

Example workflow:

  1. Create a destination called “Black Friday DPA”.

  2. Add Product Groups like Apparel, Footwear, and Accessories, each with its own DPP Template.

  3. Add SKUs to each group via CSV or your Fermat catalog.

  4. Configure experiments at the Product Group level.

  5. Export the Forever Links and send them to Feedonomics (or another feed tool) to power your Meta DPAs and Google PLAs.

Experiments

Each Product Group can run one active experiment at a time.

Configuration Option:

  1. Template Variants = Split traffic across up to 5 different FERMÀT templates for the same product set

  2. Traffic Distribution = Control the percentage of traffic allocated to each template

  3. Native PDP Testing = Test Fermat vs. your existing PDPs, or Use your main PDP as a control.
    ​

Analytics

FERMÀT provides comprehensive analytics to measure and optimize your DPP performance, with specialized tracking designed for the unique challenges of catalog traffic.

FERMÀT provides two types of Dashboards for DPP:

Dashboard

Purpose

Key Metrics

Overview

Monitor high-level performance across all DPP experiences

  • Sessions, CVR, AOV, Revenue, GMV

  • Breakdowns by Template, Destination, and Product Category

Experiment

Compare variants side-by-side to identify winning templates

  • Performance metrics for each variant

  • Statistical significance indicators

Because browsing behavior from catalog ads is inherently unpredictable, measuring and interpreting DPP analytics, especially conversion attribution, can be more complex.

Technical Integrations & Data Flow

DPP integrates with your existing e-commerce stack to sync product data, hydrate templates in real time, and track performance, without changing how you process orders or handle customer data.

FERMÀT connects to your e-commerce platform to handle three core jobs:

Product Catalog Ingestion (Collapsible Section)

  • Imports your full catalog: names, SKUs, images, prices, stock, variants, and metadata (brand, color, size, category, etc.).

  • Keeps the catalog automatically in sync (typically every 30–60 minutes) so pricing and availability stay fresh.

  • Drives all Fermat experiences (funnels, DPPs, bundles, offers, etc.).

Integration options include:

  • Native API integrations (e.g., Shopify, Salesforce Commerce Cloud).

  • Custom connectors for platforms like BigCommerce, WooCommerce, Oracle Commerce, and custom stacks.

  • Feed-based syncs via SFTP or feed management tools.

Enterprise setups with more complex models (subscriptions, authenticated flows, etc.) can be supported with light custom work from Fermat’s engineering team.

Checkout handoff (Collapsible Section)

FERMÀT does not host checkout and does not process shopper PII (name, address, payment info).

Instead:

  • When a shopper is ready to buy, Fermat passes them, along with selected products, promotions, and offers, into your existing checkout flow.

  • The exact handoff method depends on your platform and configuration, and can support authenticated checkout where applicable.

Event tracking & analytics (Collapsible Section)

FERMÀT:

  • Syncs anonymous order data from your e-commerce platform.

  • Uses the Fermat JavaScript Pixel on your primary site to track key funnel events.

  • Powers internal analytics, recommendation engines, AI-driven content/funnel generation, and Pierre, Fermat’s AI assistant.

FERMÀT also supports native pixel integrations with major ad and analytics platforms for consistent measurement across your ecosystem.

Feed management compatibility

DPP works smoothly with major feed management tools (Feedonomics, GoDataFeed, DataFeedWatch, Rithum, etc.):

  • You can import product data from these tools into FERMÀT, and/or

  • Export Destination URLs (Forever Links) from FERMÀT and push them back into your feeds for Meta DPAs and Google PLAs.

Because DPP supports CSV exports, you can also upload these URLs directly into:

  1. Meta Commerce Manager

  2. Google Merchant Center

  3. Any third-party ad feed platform.

Security & compliance

FERMÀT is SOC 2 compliant, adhering to rigorous standards for data security, availability, and confidentiality.

FERMÀT does not collect, process, or store any personally identifiable information (PII) from end shoppers. Our systems are designed to handle only non-sensitive product and performance data required to power Dynamic Product Pages. All catalog data remains isolated within each client’s environment in Fermat’s infrastructure, ensuring that no information is shared or exposed across accounts.

How to Get Set Up

  1. Login into FERMÀT Platform

  2. Click on Dynamic PDPs

  3. Schedule Call

  4. FERMÀT team configures category-based templates, links assets, and gets you live.

Coming Soon: Automation set up

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