Requests for content are received from a user. For example, an HTTP request for a web page sent by a computing device of the user is received by a server. Each request has a landing context, which may include information about the user sending the request, the request itself, the referrer, or another subject. This information can be found in the requests or accessed from sources external to the requests. The information in the landing context is used to redirect the request to a particular web page or other piece of content. Information about a success or repel resulting from the redirection may be collected and used to inform later redirections.