How to drive traffic to your page
Learn how to drive traffic to your page and set up ref links to see what's working.
A campaign page with no visitors captures zero leads. Traffic is the other half of the equation. Building the page is only step one. The second, equally important step is actually getting people to it.
Which channels should you use?
A channel is just marketing shorthand for any place or method you use to get someone to click through to your page. Different channels reach different people in different ways, so most successful lead gen campaigns don't rely on just one. They actually combine a few. Here's where to start:
Social posts: Post about your campaign—and your signup incentive—on whatever platforms you or your organization already use: Instagram, X, TikTok, Facebook, wherever your following actually is. This costs nothing but your time, and it's usually the first channel to try, since you already have an audience there, even if it's small.
Paid ads: Running ads on Meta (Facebook/Instagram) or Google means paying to put your page in front of people who don't already follow you. This is how you reach beyond your existing audience, but it does cost money. (Launch Oracle's advanced reporting lets you track what each lead costs you. See Advanced reporting.)
Community and forums: Go where your specific audience already hangs out and talk about your campaign there: Discord servers, subreddits, tabletop-specific forums, and Facebook groups. This works especially well for niche products, since these are people already interested in the category, just not yet aware of you.
Your existing email list: If you've run a campaign before and already have a list from it, email them directly. This is usually your highest-converting channel by far. These are people who've already shown interest and trust you, unlike a stranger seeing a cold ad for the first time.
You don't need to use every channel above. Pick the ones that make sense for your audience and budget. It's fine to start small (a couple of social posts and a community post) rather than trying to do everything on day one. If you've got a large audience and the budget to match, go ahead and put them to work.
Let a quiz campaign drive traffic for you
Every channel above depends on you actively pushing traffic out—you post, you pay, or you show up somewhere your audience already is. A quiz campaign works differently. Once people start taking it, sharing their results becomes a channel of its own, bringing in visitors who found you because someone they trust vouched for you, not because of anything you posted directly.
That doesn't mean a quiz replaces the channels above. It still needs that first push to get going, the same way any other page does. But once it's live and people are finishing it, a well-built quiz keeps generating new traffic on its own, with no extra ad spend or posting required to sustain it. If you haven't set one up yet, see How to Run a Quiz Campaign (coming soon).
Create a ref link for each channel
Whichever channels you use, give each one its own ref link before you start sending traffic through it. A ref link is just a version of your page URL with a small tag added to it, so Launch Oracle knows which link someone came in through. Set one up for your Instagram post, a different one for your Discord post, and another for a paid ad—all direct visitors to the same page, but with different links. That's what lets your report break leads out by source later (see How to read and analyze your report), instead of giving you one blended number that hides which channels are actually working and which aren't worth your time and money.
Name your ref links
A ref link's name has one job: let you tell, at a glance in your report, exactly where that traffic came from without having to click into it or try to remember what you meant three weeks ago. A good naming convention has three parts, in a consistent order, separated by the same character every time (a pipe | works well):
[Audience or geography]: Who this traffic is aimed at or where it's coming from. This might be a country or region (ex. US, ROW for "Rest of World"), a platform (ex. Instagram, Discord), or a specific audience type (ex. Lookalike, Retargeting).
[Campaign type]: Which campaign this link supports, especially once you're running more than one at a time (ex. Leads, Reservation, Quiz).
[Specific detail]: Enough detail to tell two similar links apart. This is usually the actual targeting you used (ex. an interest category, an ad's creative name, a specific post or email), so if you're comparing two versions of the same idea, you can see exactly what's different between them.
Helpful abbreviations for the [audience/geography] segment
Abbreviation | Stands for |
|---|---|
US | United States |
ROW | Rest of world |
WWF |
Info
A lookalike audience is an ad-platform feature (Meta and Google both offer versions of it) that takes a group of people you already have data on—say, your existing email list or past backers of a Kickstarter—and finds new people who share similar characteristics and behaviors. You're not targeting the people on your original list directly; you're asking the platform to say "find me more people who look like these people." The idea is that if your past backers skew toward, for example, 25–40 year olds who follow tabletop design accounts and shop online for board games, a lookalike audience built from that group should over-perform compared to random cold traffic, since it's already been filtered toward people statistically similar to the ones who converted before.
Retargeting (sometimes called remarketing) means showing ads specifically to people who've already interacted with you in some way, such as visiting your page but not signing up, watching part of a video, adding something to a cart but leaving, rather than to people encountering you for the first time.
A retargeting ref link, then, would be tagging traffic that's coming from one of these "second chance" ads. The reason it's worth its own ref link is that retargeted traffic almost always converts differently than cold traffic, since these are people who already showed some interest but didn't follow through the first time. Tracking it separately lets you see whether that second touch is actually working. If your retargeting link converts well, it suggests your page and offer are fine. These people just needed a second exposure before they were ready to act. If your retargeting link converts poorly too, that points at a problem with either the page or offer itself, not just a timing issue. People who've already visited once and are still passing suggests something about what you're asking them to do (or what you're offering in exchange) isn't landing.
These are common shorthand across ad platforms, so using them keeps your ref link names short and lets you spot the audience at a glance. But the exact abbreviations matter less than staying consistent once you've picked them.
A few habits worth building in from the start: pick a format and stick to it. Consistency is what lets you scan a whole list of ref links at once instead of parsing each one individually. Skip vague names like "Link1," since they tell you nothing once your report has twenty links in it. And where you can, match your ad platform's naming. If you're already naming ad sets in Meta or Google, mirror that name in your ref link, so a link in your Launch Oracle report maps directly to the ad set it came from.
Steps
Navigate to the campaign you're creating ref links for. From your dashboard, go to Properties, then select Campaigns.
Go to the campaign summary and click Links.
Name your ref links using a consistent format: [Audience or geography] | [Campaign type] | [Specific detail] (ex. US | Leads | Space Opera > sci-fi > kickstarter). You can edit a ref link's title anytime by clicking the edit icon.
Add your ref links to groups. Launch Oracle provides default groups, and you can also create your own custom groups.
Leave Include campaign attributes in links toggled off, unless you have a specific reason to need them—turning it on produces extremely long links.
Your ref links are listed out according to their groups. You'll also see a Default group, which gives you the full and short ref link to your campaign page, along with a QR code to it.
Driving traffic to your page comes down to a few things: picking the channels that make sense for your audience and budget, letting a quiz campaign generate some of that traffic on its own if you're running one, and tagging each channel with its own ref link so you can tell them apart later. Once traffic starts coming in, the ref links you set up here are what let you see which channels are actually converting. See How to Read and Analyze Your Report to make sense of your campaign's analytics.