---
title: "Personalize a Landing Page"
slug: "engage-variables-in-landing-pages"
description: "Show contact-specific content on a Mapp Engage landing page with personalization placeholders, InsertIf rules, and the Insert Ad variable."
status: "update"
updated: 2026-10-21T14:25:47Z
published: 2026-10-21T14:25:47Z
canonical: "docs.mapp.com/engage-variables-in-landing-pages"
---

> ## Documentation Index
> Fetch the complete documentation index at: https://docs.mapp.com/llms.txt
> Use this file to discover all available pages before exploring further.

# Personalize a Landing Page

## Goal

Show contact-specific content on a landing page, for example the first name of the contact or an offer that depends on a contact attribute.

---

## Background Information

You personalize a landing page in the same way as a message:

- **Personalization placeholders** insert values from the contact profile, for example `<%${user['FirstName']}%>`.
- **Personalization rules** (InsertIf/InsertElse) show or hide content based on conditions.
- The **Insert Ad** variable loads content from a web address that contains a personalization placeholder.

Mapp Engage can only personalize the page if it identifies the contact. This is the case when the contact opens the landing page through a landing page link in a Mapp Engage message. During sendout, Mapp Engage adds the message ID and the user ID to these links. See [Landing Page Variables](/v1/docs/mapp-engage-variables-landing-pages).

> [!NOTE]
> Note
> 
> If Mapp Engage cannot identify the visitor, for example because the visitor opened the page address directly, the placeholders stay empty. Do not place essential information only in placeholders.

---

## Procedure

1. Go to *Content > Landing Pages* and create or edit a landing page.
2. In step **2. Build & Design**, click **Personalization** and insert the attribute or rule. You can also type placeholders and rules directly into the HTML code. For examples, see below.
3. Click **Preview Landing Page**. In **Test Address**, enter the email address of a contact and click **Update Preview**. ⇒ The preview shows the page with the values of this contact.
4. Publish the landing page. See [3. Publishing Options](/v1/docs/3-publish).
5. Insert the link to the landing page into a message. See [Send a Landing Page in a Message](/v1/docs/send-a-landing-page-in-a-message).

---

## Examples

### Insert a Contact Attribute

Standard attribute (first name):

```plaintext
<h1>Hello <%${user['FirstName']}%>!</h1>
```

Custom attribute (here **LoyaltyStatus**):

```plaintext
<p>Your loyalty status: <%${user.CustomAttribute['LoyaltyStatus']}%></p>
```

For all attribute references, see [Attribute References](/v1/docs/attribute-references).

### Show Content Only to Certain Contacts

The following rule shows the offer only to contacts with the loyalty status Gold:

```plaintext
<%InsertIf expression="${user.CustomAttribute['LoyaltyStatus'] == 'Gold'}"%>
  <p>Your exclusive Gold offer</p>
<%/InsertIf%>
```

For more information on rules, see [Personalization Rules - InsertIf-InsertElse](/v1/docs/personalization-rules-insertif-insertelse).

### Load Personalized Content with Insert Ad

To load content from a web address, insert the **Insert Ad** variable: click **Mapp Engage Variables** and select the category **Content / Attachment**. Use a maximum of two Insert Ad variables per landing page. For details and an example, see [Content and Attachment Variables](/v1/docs/mapp-engage-variables-contentattachment).

---

## Related Topics

- [Personalization](/v1/docs/personalization)
- [Landing Page Preview](/v1/docs/landing-page-preview-window)
- [2. Build & Design](/v1/docs/2-build-design)
- [Create Web Forms for Landing Pages](/v1/docs/create-web-forms-for-landing-pages)