It depends on your goal, but here's a quick breakdown:
Send traffic to product pages when:
You're running ads for a specific item (e.g., "20% off our best-selling hoodie")
The creative clearly matches that one product
You want to drive direct conversions quickly
This works best with high-intent buyers who already know what they want. Less friction = higher chance they’ll check out.
Send traffic to collection pages when:
You're showcasing a category or theme (e.g., “Summer Dresses” or “All Running Shoes”)
Your ad is broad or exploratory (like seasonal trends, lookbooks, etc.)
You're targeting cold audiences who might want to browse before buying
Collections help users explore and find something that speaks to them — especially if your product range is strong.
Pro tip:
Test both. Run an A/B test and watch bounce rates, add-to-carts, and ROAS. Every brand is a little different.
