FERMÀT lets you split traffic between two destinations—like a FERMÀT funnel and a BAU landing page—using Forever Links. This enables you to measure conversion lift, engagement, and other downstream funnel metrics across both experiences.
What’s in this guide:
Creating a Forever Link
Navigate to Funnels → Links
Click Create Forever Link
Give your link a clear title (e.g., “Holiday Funnel Test”)
Mapping destinations
Under Routing Type, select Weight based split
Choose your FERMÀT Funnel as one destination
Choose your BAU (Business-as-Usual) Page (external URL) as the second
Assign a traffic percentage split (e.g., 50% / 50%)
📝 You can return and adjust split traffic later. Be aware that changes reset analytics for this URL starting midnight UTC.
Launching your test
After creating your split link:
Copy your new Forever Link
Clone your ad sets on your ad platform (Meta, TikTok, etc.)
Replace the original URL with your Forever Link in each ad variation
This setup ensures your traffic is split cleanly between funnel and BAU pages for measurable impact.
Evaluating performance
To analyze performance across destinations:
Go to Funnels → Links
Click the three-dot menu beside your link
Select Analytics
You’ll be able to view event-level analytics for each destination—such as views, conversions, AOV, and click-through rate.
What to expect post-launch
Within your first week
Your ads may still be in the learning phase. It's critical not to pause or edit them during this period. Meta, TikTok, and other platforms require stable delivery to learn effectively. Aim for 50+ purchases per variation to exit the learning phase.
Post learning-phase
Once out of the learning phase:
Scale up budget for high performers
Pause or optimize underperformers
Use insights to iterate on funnel structure and creative