One the most impactful reports in Google Analytics is the landing page report.
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The landing page report is like a Google Analytics BFF for content marketers. It’s easy to use and instantly shows you how well each of your web pages is performing.
Using the landing page report, you can find out which pages on your site earn the most traffic. And, you can see how well your pages convert visitors into leads or customers.
Today, we’ll look at how to use the landing page report. Not only that, but we’ll learn how you can quickly make this report even better, by combining it with your Source/Medium data.
And finally, we’ll look at how to set up the landing page report to tell us about the month over month performance of our web pages.
What is a landing page?
Depending upon your area of digital marketing, or who you talk to, the term landing page can have many definitions.
Landing page in PPC advertising
If you’re a PPC advertiser, a landing page is the destination URL that your ads link to.
Landing pages for email marketing
Email marketers use landing pages as tools collect email addresses. They create basic webpages that offer downloads, bonuses or discounts in return for an email address.
A landing page may also indicate the place you send your email traffic, the destination of your email click-throughs.
Landing pages in web design
In web design, a landing page usually refers to a page that’s disconnected from your normal website. Typically these pages don’t have navigation, and they are used to capture email addresses or promote a product.
So, most digital marketers think of a landing page as a webpage intended to get their visitors to perform one action – purchase, sign up or opt-in.
But that’s not how Google Analytics defines landing pages.
How does Google Analytics look at landing pages?
To Google Analytics, a landing page is the first page viewed in a session.
So, in your Google Analytics reports, a landing page is the entry point to your website.
Studying the landing page report can tell us a lot about how visitors arrive on our websites. We can use this report to see how our pages generate traffic. And we can learn how visitors behave following the first interaction with our brand.
Analytics Course student question
Paul, one of our Analytics Course students, wants to know more about the conversion rate of his landing pages.
I am trying to set up a report that shows goal conversion rate over time for each particular landing page.
I can get the total conversion rate for the whole site or I can look at the static rate per page but can’t seem to find a way to display the conversion rate changing over time on a per landing page basis.
Essentially, Paul wants to see a historical comparison of the conversion rates for his webpages.
Let’s go inside of Google Analytics and learn how we can use the landing page report
Note- there are two landing page reports in Google Analytics
There are potentially two landing page reports in your Google Analytics dashboard. One of them is found under the Search Console reports, the other is found in your Site Content reports.
Landing Page Report
Search Console landing page report
If you’ve connected your Google Analytics property to Google Search Console, then you also have two landing page reports. Your Search Console landing page report is located under the Acquisition tab in your Google Analytics dashboard. This report is limited to landing page data from search results.
Site Content landing page reports
The landing page report in you Behavior tab shows page data from all traffic sources. So, we when we refer to the landing page report in this post, we are talking about the report in the Site Content menu of your analytics dashboard.
Page level conversion rates in your landing page report
The landing page report shows all your all Google Analytics traffic and users metrics at a page-level. In addition to traffic data, you can also see conversion stats for each of your web pages.
Let’s look at the landing page report inside of Google Analytics.
For this tutorial, we’ll use the Google Analytics demo account. This account contains data from the Google Merchandise Store (GMS).
Goals and ecommerce conversions are in the last three columns of the report.
The GMS landing page report indicates that almost 24% of people that landed on the GMS homepage became a conversion. Those are some pretty motivated homepage visitors!
Landing Page Report
If we filter conversions to only display ecommerce data, the conversion rate decreases quite a bit. But we can still see that the GMS is generating huge amounts of revenue from their home page.
Landing Page Report ecommerce conversion rate by page
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