How to Find Top Landing Pages in Google Analytics

Finding your top landing pages shows you exactly where most of your users begin their journey on your website. This report is a goldmine for understanding what content, products, or offers are most effective at attracting visitors. This article will walk you through exactly how to find and analyze your top landing pages in both Google Analytics 4 and the older Universal Analytics (UA).

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Why Is the Landing Page Report So Important?

Before jumping into the "how-to," let’s quickly cover why this report deserves your attention. Your landing pages are your website's first impression. Analyzing them helps you understand:

• What Content Resonates: Discover which blog posts, service pages, or product categories are your biggest visitor magnets. This tells you what to create more of.
• Channel Performance: See which marketing channels (organic search, social media, paid ads) are driving users to specific landing pages, helping you fine-tune your campaign targeting.
• Conversion Opportunities: Identify pages that get tons of traffic but have low conversion rates. These are prime candidates for optimization, such as improving your call-to-action (CTA) or clarifying your offer.
• User Experience Issues: Spot pages with high traffic but poor engagement. This could point to slow load times, confusing layouts, or content that doesn't match a user's expectations.

How to Find Top Landing Pages in Google Analytics 4

In Google Analytics 4, the "landing page" has its own dedicated report. Finding it just takes a few clicks. Here’s the step-by-step process.

1. Navigate to the Reports Section

Log in to your Google Analytics 4 property. On the left-hand navigation sidebar, you'll see a collection of icons. Click on the "Reports" icon, which looks like a chart.

2. Open the Landing Page Report

Once you're in the Reports section, look for the 'Life cycle' collection. From there, follow this path:

Engagement > Landing page

If you don't see "Landing page" in your menu, your GA4 navigation might have been customized. In that case, you can use the search bar at the top of the GA4 interface and simply type "Landing page" to jump directly to the report.

3. Understanding the Default GA4 Landing Page Report

You'll now see a table listing your website’s landing pages along with several default metrics. Here's a quick rundown of what they mean:

• Landing page and query string: The URL path where users started their session (e.g., /blog/seo-best-practices).
• Views: The total number of times the page was viewed.
• Users: The total count of unique users who started a session on that page.
• New users: The number of first-time visitors who started a session on that page.
• Average engagement time: The average time the page was the main focus in a user's browser. This is GA4's improved replacement for "Average session duration."
• Conversions: The number of conversion events that occurred, attributed to users who started their session on that landing page.
• Total revenue: The sum of ecommerce revenue attributed to users from that landing page.

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4. Customizing and Filtering Your Report for Deeper Insights

The default view is good, but the real power comes from customization. Here are a few ways to slice and dice your data to get actionable insights.

Add a Secondary Dimension

Want to know where the visitors to your top landing pages are coming from? Add a secondary dimension. To do this, click the blue "+" icon next to the "Landing page and query string" column header.

Here are some of the most useful secondary dimensions:

• Traffic source > Session source / medium: This will show you exactly which channels brought users to each landing page (e.g., google / organic, facebook.com / social, direct / (none)).
• Demographics > Country: See which countries are driving traffic to your most popular pages.
• Platform / device > Device category: Break down the report by desktop, mobile, and tablet users to understand how different devices perform.

Adjust the Date Range

By default, GA4 shows you data for the last 28 days. You can change this by clicking the date range in the top right corner. Compare performance quarter-over-quarter, year-over-year, or look at a custom range to analyze the impact of a recent marketing campaign.

Filter the Report for Specific Pages

If you only want to analyze a specific subset of your landing pages, you can use filters. Click the “Add filter” button at the top of the report. For example, you could create a filter to show only landing pages that contain "/blog/" if you wanted to analyze your content marketing efforts.

For Universal Analytics (UA) Users: Still Finding Your Report

While Google Analytics 4 is the current standard, many people still need to access historical data in their old Universal Analytics accounts. Luckily, finding the landing pages report in UA is very straightforward.

In your UA property, navigate from the left-hand sidebar:

Behavior > Site Content > Landing Pages

The UA report layout is different but provides similar information. Key metrics here include Sessions, New Users, Bounce Rate, and Goal Completions. The notable difference is "Bounce Rate" in UA, which has been replaced by the more nuanced "Engagement Rate / Average engagement time" in GA4. A bounce was a session with only a single pageview, whereas engagement in GA4 is more thoughtfully measured.

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Actionable Steps: What to Do With Your Landing Page Data

Once you’ve found the report, the next step is to use it to make improvements. Here are a few practical actions you can take based on your findings.

1. Optimize High-Traffic, Low-Conversion Pages

Sort your report by "Users" to see your most popular entry points. Now, look at their "Conversions" column. Do you have a page with thousands of users but very few conversions? This is a huge opportunity.

Action: Review that page critically. Is the call-to-action clear? Does the content match what was promised in the ad or search result that brought the user there? Could you add a lead magnet or an email signup form to capture value from that traffic? Small tweaks on high-traffic pages can yield big results.

2. Analyze Your Best Sources

Add "Session source / medium" as a secondary dimension and sort by "Users." What do you see? Maybe you'll find that all the traffic to your best-performing landing page comes from "google / organic."

Action: This tells you the page has strong SEO. Double down on this by strengthening its content, updating it with fresh information, and building more internal links pointing to it. Conversely, if a valuable landing page gets no organic traffic, it's a signal to focus on its on-page SEO.

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3. Improve User Engagement

Sort your table by "Average engagement time," from lowest to highest. Do any high-traffic pages have shockingly low engagement? This suggests users are arriving and leaving almost immediately because the page isn't what they expected.

Action: Check the page's loading speed. Make sure it's optimized for mobile view. Examine the content at the very top of the page - the "above the fold" section. Does it immediately deliver on the user’s intent? Make your text more scannable with subheadings, short paragraphs, and bullet points.

4. Inform Your Content Strategy

Filter your report to show only landing pages containing "/blog/". What are the top 5 or 10 posts? Notice any themes? If your top-performing post is "Beginner's Guide to Photography," that's a strong signal your audience is hungry for introductory content.

Action: Create a "content hub" or series around that successful topic. Write related articles like "Best Beginner Cameras for 2024" or "Understanding Exposure: A Beginner's Explainer" and link them all together to dominate that niche.

Final Thoughts

Finding and analyzing your top landing pages in Google Analytics provides direct feedback on what your audience wants and how they find you. By making this report a part of your regular monthly or quarterly review, you can move away from guesswork and toward making data-informed decisions that steadily improve your website's performance.

Navigating these reports in GA is powerful, but it can feel like you're only seeing one piece of the puzzle at a time. Answering a simple question like "which landing pages from my Facebook Ads are driving the most Shopify sales?" often means exporting data and wrangling it in a spreadsheet. That's where we wanted to make things easier. For that, you can use Graphed to connect all your data sources and create reports just by asking questions in plain English. Your dashboards stay live and up-to-date, so you can spend your time acting on insights, not just pulling reports.