How to Track Landing Pages in Google Analytics

Knowing which landing pages are performing - and which are falling flat - is fundamental to growing your business. It tells you which marketing messages resonate, which campaigns are effective, and where you should focus your optimization efforts. This guide will walk you through exactly how to track and analyze landing page performance in Google Analytics 4.

First, What Is a Landing Page in Google Analytics?

Before we go any further, let's get on the same page. In Google Analytics, a landing page is simply the first page a user "lands" on when they begin a new session on your website. It's their entry point. This could be your homepage, a dedicated campaign page from a Facebook Ad, a blog post they found via Google search, or a product page they clicked on from an email.

By analyzing these entry points, you can connect your marketing efforts (the ads, emails, and content you create) directly to user behavior on your site. Don't confuse it with just any page a user visits, the landing page is specifically the very first one.

How to Find the Landing Page Report in GA4

Google Analytics 4 has a built-in report that makes finding your top landing pages straightforward. The interface can feel a bit unintuitive at first, but once you know where to look, it’s only a few clicks away.

Here’s the step-by-step process:

Log into your Google Analytics 4 property.
In the left-hand navigation menu, click on Reports (the icon that looks like a bar chart).
Under the "Life cycle" section, expand the Engagement dropdown menu.
Select the Landing page report.

And that's it! You'll now see a table listing your website's landing pages, ranked by the number of sessions they initiated. This default view gives you a quick overview of your most popular entry points.

Understanding the Key Metrics in the Report

The default landing page report shows a handful of important metrics. Here’s a quick breakdown of what they mean for your analysis:

Landing page: This is the URL path of the page the session started on. For example, /blog/top-marketing-tips.
Views: The total number of times the page was viewed. This includes initial landings and subsequent views in the same session.
Users: The number of unique users who started a session on that page. One user could start multiple sessions.
Sessions: This is the most common metric for this report. It counts the number of times a session started on a particular page.
Engaged sessions: A session that lasted longer than 10 seconds, had a conversion event, or had at least 2 pageviews. This metric helps you filter out low-quality "bounce" traffic.
Engagement rate: The percentage of sessions that were engaged sessions (Engaged sessions / Sessions). It's GA4’s modern answer to the old "Bounce Rate." A higher rate is better, indicating visitors found the page relevant.
Conversions: The number of times users completed a desired action (like a form fill, purchase, or signup) during sessions that started on that page. Note: This only works if you've already configured conversion events!
Total revenue: If you're an e-commerce store, this shows the revenue generated from sessions that started on a specific landing page.

Customizing Your Report for Deeper Insights

The default report is a good start, but the real magic happens when you customize it to answer specific questions about your business. GA4 gives you powerful tools to add dimensions and filters to get the exact data you need.

Adding a Secondary Dimension to See Traffic Sources

Knowing which pages are popular is half the battle. Knowing where those visitors are coming from is how you win. Adding a secondary dimension lets you break down your landing page data by traffic source, campaign, device, and more.

Let's say you want to see which channels drive the most traffic to your top landing pages. Here's how:

In the Landing page report, find the blue "+" icon right above the data table, next to the "Landing page" dimension.
Click the "+" icon to open the "Add secondary dimension" menu.
In the search box, type "Session source / medium" and select it.

The report will now update to show a new column revealing the source and medium for each landing page's traffic (e.g., google / organic, facebook.com / referral, email / newsletter).

This simple step can reveal game-changing insights, like:

Your blog pages get tons of traffic from Google organic search, but almost none from social media.
A paid landing page is getting lots of clicks from your Google Ads campaign but has a very low engagement rate, suggesting a messaging mismatch.
Your homepage's best-converting traffic comes from your email newsletter campaigns.

Using Filters to Isolate Specific Campaigns or Pages

Sometimes you don't need to see everything at once. Filters let you focus your report on a specific subset of data, like traffic from a single campaign or a group of blog posts.

Imagine you're running a "Summer Sale 2024" campaign and want to analyze only the landing pages associated with it. Here’s how to apply a filter:

At the top of the report, click the "Add filter" button.
A configuration panel will appear on the right. In the "Build filter" section, search for and select the dimension "Session campaign".
For "Match type," choose "contains."
In the "Value" text box, enter the name of your campaign, like "Summer Sale 2024".
Click the blue "Apply" button.

The report will refresh to show you only the data for landing pages where the initial session came from that specific campaign. This is incredibly useful for campaign reporting and understanding the ROI of your paid efforts.

3 Common Landing Page Questions (and How to Answer Them)

Let's put these skills into practice. Here are three common questions marketers ask and how to use GA4’s landing page report to answer them.

1. "Which Landing Pages Actually Drive a Specific Conversion?"

Views and sessions are great, but conversions are what move the needle. First, you need to make sure you have conversion events set up (e.g., for a "thank you" page view, a purchase, or a contact form submission). Once you do, you can tailor your report to focus on them.

How to find the answer:

Go to the Landing page report.
In the right-most column header ("Conversions"), you'll see a dropdown menu that often defaults to "All events." Click it.
From this list, select a specific conversion event, like "generate_lead" or "purchase."
The table will now show which landing pages initiated sessions that resulted in that exact conversion. You can sort this column to find your superstar pages.

2. "Is My Mobile Traffic Engaging with My Top Pages?"

A huge portion of your traffic is likely on mobile, but are they having a good experience? Comparing engagement rate by device category can quickly highlight optimization opportunities.

How to find the answer:

In the Landing page report, add a secondary dimension for "Device category."
This will break down each landing page by desktop, mobile, and tablet.
Now, look at the Engagement rate column. Do you see a significant drop-off for mobile users on certain key pages? That's a huge red flag that your page might not be mobile-friendly, loads too slowly on mobile devices, or has elements that are difficult to use on a smaller screen.

3. "Which Blog Posts Bring in the Most Engaged Traffic from Google?"

For content marketing, the goal isn't always a direct sale - it's often about attracting an engaged audience that builds trust over time. You can use filters to isolate your blog content and see which topics perform best with your organic traffic.

How to find the answer:

Click "Add filter."
For the first condition, set the dimension to "Landing page" and the match type to "contains." For the value, enter the common part of your blog URLs, like /blog/. Click "Apply".
Click "Add filter" again. Now, add another condition for "Session source / medium" and set its value to exactly "google / organic." Click "Apply."
Now your report will only show landing pages that are blog posts AND came from Google search. Sort by "Engagement rate" or "Average engagement time" to see which topics are truly captivating your organic audience.

Final Thoughts

Tracking landing pages in Google Analytics 4 unlocks critical insights into how users find and interact with your site. By moving beyond the default view and using dimensions and filters, you can connect your marketing activities directly to on-site performance, helping you make data-driven decisions that actually grow your business.

While GA4 is powerful, getting these answers often involves a lot of clicking, filtering, and cross-referencing - especially when you want to see how GA4 data relates to your ad spend from Facebook or your sales data in Shopify. We built Graphed to remove that friction. It connects all your data sources, allowing you to ask questions like "Show me a chart of my top 10 landing pages from Google organic search sorted by conversions" and get an instant visualization without ever navigating through GA4's menus.