Why it happens
The link is broken
The link is broken
A typo, a removed page, a redirect chain that ends on an error, or a page that only works when logged in.
The page does not match the ad
The ad promises 50% off and the page shows full price. Or the ad sells a course and the page is a signup form for something else.
The page is slow or blocks the visitor
A pop-up covering the content, a forced download, an age wall with no content behind it, or a page that times out on mobile.
The page breaks a policy the ad does not
Clean ad, but the page makes the miracle claim, shows before-and-after images or sells a restricted product.
How to fix it, step by step
Open the link from the ad
Copy the website URL from the ad, with its UTMs, and open it on a phone in a private window. It should load fast and show the offer.
Match the page to the ad
Same product, same price, same offer, visible without scrolling past a wall.
Clean up the page
Remove interstitials and auto-downloads, fix redirects, and move anything that breaks the Advertising Standards off the page.
Update the ad or request review
If you changed the URL, edit the ad and publish. If you fixed the page at the same URL, request another review in Account Quality.
Steps checked against Meta Advertising Standards on unacceptable business practices and landing pages, and Meta Business Help Center articles on rejected ads.
Sprites fixes this
Or let Sprites fix it
Sprites reads where the rejected ad points, audits that page, and proposes the ad with a working destination. You approve the change before it publishes.
What Sprites does
- Reads the review feedback, the destination link and the conversion domain on the rejected ad.
- Audits the landing page: load speed, Core Web Vitals, broken links and broken resources.
- Proposes a corrected copy of the ad with the new link or UTMs. The creative carries over, the copy starts paused and the original is paused.
What it doesn't do
- Edit or repair the page on your site
Questions
What is a non-functional landing page?
A destination that does not load, loads an error, needs a login, forces a download or hides the content behind something the visitor cannot get past.
Does Meta check the landing page on every ad?
Yes, review covers the destination. A page that changed after approval can also get a running ad rejected.
I fixed the page. Do I need to edit the ad?
No. If the URL is the same, request another review in Account Quality. If the URL changed, edit the ad.
Can a slow page get an ad rejected?
A page that times out or fails to load for the reviewer is treated as not working. Slow pages also cost you conversions long before review.
Do UTMs cause landing page rejections?
Not by themselves. A malformed parameter that breaks the URL or triggers a redirect to an error will.
Let Sprites fix it
Connect the account. Sprites finds the cause, stages the change and waits for your approval.