Splash page use cases
Age gates, language selection, announcements and short promotional gateways can justify a splash page.
Landing page use cases
Lead capture, registrations, paid campaigns and product offers usually need more information and clearer conversion tracking.
Avoid unnecessary interruption
Do not put a splash page in front of visitors unless it serves a real task; otherwise it adds friction.
Choose by user intent
If the visitor arrived for a specific campaign offer, send them to the page that resolves that intent directly.