The Science Behind
Messaging Alignment Testing Tool
A research-backed scoring engine that measures how well your advertisement aligns with its landing page — and tells you exactly where the gaps are costing you conversions.
When someone clicks your ad, they have an expectation. They've seen a promise — a headline, an image, an offer. The landing page is where that promise is either kept or broken. Most of the time, it's broken.
MATT's methodology isn't opinion. It's grounded in cognitive science and validated by practitioner data.
Easy processing is pleasant and elicits a positive affective response. When visitors click an ad and see matching language, colors, and framing, the brain processes it effortlessly. Mismatches create disfluency, triggering skepticism and disengagement.
Consumer satisfaction is fueled by evaluating performance against expectation. The ad sets the expectation; the landing page is the performance. When those diverge, consumers experience cognitive dissonance that kills conversion.
Google bakes alignment logic into Quality Score. Removing navigation from landing pages increases conversions. Every extra link is a leak. The practitioner evidence consistently shows that focus and alignment are the highest-leverage conversion levers.
Each dimension is scored 0-100 and weighted based on its cognitive impact. The composite score reflects the true alignment between ad and landing page.
Cognitive Fluency
Does the landing page headline and copy restate or closely mirror the ad's core promise? Are the same words, concepts, and framing present? Visitors should immediately recognize they're in the right place.
Expectation Confirmation
Is the specific CTA, offer, or value proposition from the creative present and prominent on the page? The ad made a promise; does the page keep it front and center?
Pre-attentive Processing
Do colors, imagery style, layout density, and brand feel match between ad and landing page? This is the first thing processed — before a single word is read.
Disfluency Prevention
Is the emotional register the same? A warm, personal ad that lands on a cold, corporate page creates jarring disfluency that breaks rapport and trust mid-journey.
CRO Research
Does the landing page minimize distractions? Dedicated landing pages without main site navigation increase conversions. Every extra link, competing CTA, or irrelevant element is a leak in the funnel.
Upload your ad creative and paste the CTA link. MATT takes it from here.
Redirect chains are followed to the final URL. The landing page is loaded in a real browser with JavaScript enabled, then captured as a full-page screenshot with all text, headlines, CTAs, and meta data extracted.
Your ad creative and the landing page screenshot are sent to a multimodal AI that can see both images. It evaluates visual continuity, reads both texts, and scores each of the five dimensions.
Category scores are weighted by cognitive impact and combined into a single 0-100 composite score. The grade is derived from the math, not a guess.
You see your score on screen. The full report — with per-category breakdowns, research citations, and specific recommendations — lands in your inbox.
It takes 15 seconds to submit. You'll have your score in under a minute.
Test Your Alignment