How to Find Landing Pages in Google Analytics

Finding your top landing pages in Google Analytics used to be simple, but the shift to Google Analytics 4 moved things around, leaving many marketers clicking through menus. This article will show you exactly where to find the landing page report in GA4, how to customize it for better insights, and how to analyze the data to improve your marketing.

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What Exactly is a "Landing Page" in Google Analytics?

In Google Analytics, a landing page is the very first page a user sees when they start a new session on your website. Think of it as your site's handshake or first impression. Whether a visitor arrives from a Google search, a social media post, an ad, or a link in an email, the first page they load is recorded as their landing page for that specific session.

Why does this matter? Landing page performance data is incredibly valuable because it tells you:

• First Impressions: Which pages are doing the best job of welcoming new visitors and getting them to stick around?
• Campaign Effectiveness: Are your targeted ad campaigns driving traffic to the correct, high-converting pages? A landing page report will tell you instantly.
• Content Performance: Which blog posts or content pieces are excelling at drawing in organic traffic?
• Audience-Page Alignment: Do your landing pages meet the expectations of the visitors you're attracting? A high bounce rate or low engagement on a key landing page signals a mismatch.

By analyzing which pages are the most effective entrances to your website, you can optimize underperformers and double down on what’s already working.

How to Find the Landing Page Report in GA4

Thankfully, GA4 has a standard, built-in report for this. It might be hidden a bit deeper than it was in Universal Analytics, but it’s easy to access once you know where to look. Here are the step-by-step instructions.

Step 1: Navigate to the Reports Section

Log in to your Google Analytics 4 property. In the left-hand navigation menu, click on the Reports icon (it looks like a small bar chart).

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Step 2: Open the Engagement Reports

Within the Reports section, look for the "Life cycle" collection. Click on the Engagement topic to expand its dropdown menu.

Step 3: Click on "Landing Pages"

In the dropdown under Engagement, you’ll see several options like "Events," "Conversions," and "Pages and screens." Click on Landing Pages. That's it! You've found the main landing page report.

Understanding the Default Report

Once you've opened the report, you’ll see a table of data. By default, it shows a list of your website's pages and several key metrics associated with them as landing pages. Here’s a quick breakdown of the default columns:

• Landing page + query string: The URL path of the first page users landed on in a session. The "query string" part includes any parameters at the end of the URL (like ?utm_source=...).
• Views: The total number of times the page was viewed by users.
• Sessions: The number of new sessions that started on that specific page. This is your primary metric in this report.
• Users: The total number of unique users who started a session on this page.
• New users: The number of users who had their very first session start on this page.
• Average engagement time: How long, on average, your site was the main focus in the user's browser for sessions that started here.
• Conversions: The count of conversion events that occurred in sessions starting on this page.
• Total revenue: The total revenue from e-commerce purchases for sessions that began on this page.

Glancing at this report, you can quickly see which pages are your main entry points. A blog post might get a lot of sessions, but an e-commerce product page might generate all the revenue. Both are valuable, just for different reasons.

Customizing Your Report for Better Insights

The standard report is a great start, but the real power comes from customization. Adding a secondary dimension lets you slice and dice the data to answer specific strategic questions.

Add a Secondary Dimension to See Traffic Sources

This is one of the most useful things you can do. Let’s find out where the traffic to your top landing pages is coming from.

1. In the landing page report, click the small blue + icon next to the primary dimension ("Landing page + query string").
2. A search box will appear. Type in "Session source" and select Session source / medium from the list under the "Traffic source" category.

The report will instantly update to show you not only the landing page but also the channel that brought the visitor there. You'll see rows like:

• /blog/how-to-do-x-y-z | google / organic
• /pricing | google / cpc
• / | newsletter / email

Now you can answer questions like:

• "What are our top landing pages specifically for organic search traffic?"
• "Which paid ad campaign is bringing users to our new features page?"
• "Is our latest blog post getting sessions from our social media channels?"

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Filter Your Report for More Clarity

Sometimes you only want to look at a specific subset of your landing pages, like just your blog posts or pages related to a specific product. This is where filters come in.

1. At the top of the report, click Add filter.
2. A configuration panel will appear on the right side. In the "Build filter" section, set your conditions.
3. For the Dimension, select "Landing page + query string".
4. For the Match Type, select "contains".
5. In the Value field, enter a unique part of the URL path you want to isolate. For example, if all your blog posts are in a /blog/ subdirectory, enter /blog/.
6. Click the blue Apply button.

Your report will now only show data for landing pages whose URLs contain "/blog/". This helps you cleanly analyze the performance of a specific content category without noise from your homepage, pricing page, or other sections.

For Advanced Analysis: Build a Custom Report in GA4 Explorations

When the standard reports aren't flexible enough, it's time to head to the "Explore" section. Explorations provide a free-form "sandbox" environment where you can build completely custom reports from scratch.

Building a Landing Page Exploration

Let's build a simple custom landing page report that focuses on a few key engagement and conversion metrics by source.

1. In the left-hand navigation, click Explore.
2. Choose the Free form template to start a new exploration.
3. Give it a name: In the top left, rename "Free-form exploration" to something memorable, like "Landing Page Source/Medium Analysis."
4. Import Dimensions: In the "Variables" column, click the + next to "Dimensions". Search for and select the following:
5. Import Metrics: Next, click the + next to "Metrics". Search for and select:
6. Build the Report: Now, go to the "Tab Settings" column. Drag and drop your imported dimensions and metrics into the settings:

The canvas will instantly generate a detailed matrix showing all your landing pages as rows, your traffic sources as columns, and your key performance metrics in the cells. This is a powerful way to see, for example, if your Google organic traffic converts better on one landing page while your Facebook CPC traffic converts better on another, all in one clear view.

Frequently Asked Landing Page Questions

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Why do I see "(not set)" as a landing page?

The "(not set)" value means Google Analytics started a session but couldn't record a pageview for it. This can happen for several reasons, but the most common ones are:

• Session Timeout: A user is inactive on your site for 30 minutes, and their session ends. If they return after that period, GA starts a new session, but if their first action isn't a pageview (e.g., they watch a video triggering a custom event), the landing page may be "(not set)".
• Measurement Code Issues: The GA4 tracking code might be missing on certain pages or not firing correctly due to a setup mistake.
• Filters: A filter you've applied might be excluding the initial pageview data that GA needs to identify the landing page.

What's the difference between "Landing Page" and just a normal "Page" metric in reports?

This is a critical distinction. The Landing Page dimension applies only to the first pageview of a session. The Page path and screen class dimension refers to any page viewed during a session.

For example, a user's session could look like this:

• Lands on /blog/post-a
• Clicks to /blog/post-b
• Clicks to /pricing

In this session, /blog/post-a is the landing page. All three pages (a, b, and pricing) would get a "view" tallied under the "Pages and screens" report, but only the first one gets credit as the landing page.

Final Thoughts

Analyzing your landing pages in Google Analytics 4 is a fundamental skill for understanding what attracts your audience and how well you're engaging them from the very first click. Whether you’re using the standard report for a quick overview or building advanced tables in explorations, the answers you find here can directly inform your content strategy, ad spending, and website design choices.

Going through all these clicks for every report can be tedious, especially when you need an answer fast. Instead of manually navigating menus and building custom reports, we created Graphed to do the work for you. You can connect Google Analytics and simply ask, "Show me my top landing pages from organic search this month by sessions," and get a live, customizable dashboard in seconds. It pulls all your data into one place, so you spend more time acting on your insights, not hunting for them.