Myth: Cut the prelander, send native clicks straight to the offer for a faster funnel.

Myth: Cut the prelander, send native clicks straight to the offer for a faster funnel.

Wrong, almost always — and the people who say it are thinking like search marketers. Native clicks arrive cold, curious, and uncommitted. Direct-linking burns that curiosity at the door.

The prelander's job isn't decoration. It bridges the thumbnail's promise to the offer's reality and filters tire-kickers before they bounce off your money page.

When direct-link actually wins:
— Ultra-simple offers (app install, single email sweep) where the LP is already the prelander.
— Markets where compliance bans the advertorial bridge anyway.

Everywhere else, prelander beats direct-link on net ROI even though direct-link looks cheaper per click. Cheaper clicks to a colder offer is not a strategy. It's a discount on disappointment.